Post-World Cup, can host cities turn investments into long-term social impact?

With the 2026 World Cup now concluded, FIFA has realized substantial financial gains. However, the 16 host cities across Canada, the United States, and Mexico are left contemplating how to leverage their public investments, totaling hundreds of millions of dollars, to achieve long-term social impact.

While the tournament attracted significant global tourism and created jobs, host cities typically receive little direct revenue from such mega-events. FIFA has stated its intention to reinvest profits into global football development. Furthermore, sports economists have long established that the economic impact of major sporting events often does not offset the considerable expenditures incurred by host cities.

Scholars suggest the key to realizing value lies not in economic returns, but in the intangible social benefits. These include heightened civic pride and strengthened social cohesion among residents. Examples include the welcoming atmosphere in Boston towards Scottish fans and the expressions of solidarity between Mexican and South Korean fans in Guadalajara.

However, these social gains can be transient without deliberate strategies for sustainment. A common challenge is the disbandment of local organizing committees post-event, leaving ambiguity regarding accountability for maintaining social impacts. Establishing an organization with a clear mandate to preserve and amplify these intangible outcomes is a potential solution.

Past initiatives offer precedent, such as the U.S. Soccer Foundation, established with proceeds from the 1994 World Cup, and the Spirit of 2012 organization, inspired by the 2012 London Olympics. In Dallas, the North Texas Sports Foundation has been formed by the 2026 host committee with the aim of driving regional transformation through sports.