Bringing Kansas City to the World
How brands are preparing for KC’s biggest global moment yet
BY ALYSSA LALLY
FIFA 2026 Volunteer center at Union Station. PHOTO / BRANDON PARIGO
When the FIFA World Cup arrives in Kansas City in June 2026, the world will be watching.
For Kansas City, one of just 16 North American host cities across the United States, Mexico and Canada, it’s not only a celebration of the world’s game in the “Soccer Capital of America.” It’s a once-in-a-generation opportunity to shape how the world sees us for decades to come.
“This isn’t just the world coming to Kansas City,” said Steve Bernstein (J.D./MBA ’91), CEO of Bernstein-Rein Advertising. “It’s Kansas City coming to the world.”
The six scheduled matches, including a coveted quarterfinal, are expected to bring more than 650,000 visitors to the region and generate hundreds of millions in regional economic impact. But the true value will come from what lasts after the final whistle.
Building the Kansas City Brand
From baseball and football championships, hosting the NFL draft and even being the backdrop to a global pop star’s love story, Kansas City has had plenty of practice on the global stage, but the World Cup is bigger than all of that.
Six billion viewers worldwide are expected to tune in, according to FIFA president Gianni Infantino — the equivalent of more than 100 Super Bowls.
With the eyes of the world watching, Kansas City’s most-valuable asset will be its strong sense of identity built on heart, creativity and community. That authenticity is the KC advantage, and brands should weave it into their stories.
“You want to make it authentic to you, make it authentic to Kansas City and make it authentic for what's going on right now with a world tournament happening in Kansas City,” Bernstein said.
UMKC is aiming to do just that. From streetcar and airport advertising to community events and youth soccer tournaments, the university is making sure visitors see UMKC as part of the Kansas City experience.
“It’s important for UMKC to showcase how we’re part of the fabric of this city,” said Rachel Waller, chief marketing strategist at UMKC. “Kansas City is on the map and hosting the World Cup only further cements that, so this gives us such a tremendous opportunity to further align ourselves as KC’s premier university.”
"This isn’t just the world coming to Kansas City. It’s Kansas City coming to the world."
— Steve Bernstein (J.D./MBA ’91), CEO of Bernstein-Rein Advertising
Preparing the Business Community
Behind the scenes, Kansas City’s business community is mobilizing to make sure local entrepreneurs can share in the moment. Becca Castro, senior director of regional ecosystem development at KCSourceLink, said the organization is helping small businesses navigate both the opportunities and the challenges of the event. One of the biggest challenges — Kansas City didn’t know which teams would play here until December 2025. But, Castro said, it’s nothing local entrepreneurs can’t handle.
“Entrepreneurs are problem solvers; they're innovative,” Castro said. “I'm excited to see what ideas they come up with and ways that they see to add their services or products to the mix.”
To help, the UMKC Innovation Center, where KCSourceLink is housed, has developed a Business Readiness Assessment through the Missouri Small Business Development Center. The tool helps entrepreneurs evaluate their preparedness from cybersecurity to inventory and cultural awareness and connects them with workshops to help.
That readiness will extend far beyond the tournament itself.
“A lot of work has gone into creating an infrastructure to support small businesses to engage, and that is something I hope we can improve upon and reuse for future opportunities,” Castro said.
Heartland Hospitality
Preparing for the World Cup isn’t just about logistics and infrastructure, it’s also about cultural readiness. Kansas City will welcome fans, media and teams from across the globe, each bringing their own traditions and expectations.
“This is a great opportunity for us to continue to get our brand out to an international audience,” Waller said.
While it’s important for brands to reach international fans using languages, styles and tones that appeal to them, Bernstein said the brands that can do that while remaining true to themselves will come out ahead.
“I would not forget that fans are coming for an experience, and we can give them a unique Kansas City experience,” Bernstein said.
Managing the Message
With the global spotlight comes complexity. Large-scale events like the World Cup operate under strict trademark and branding rules, but that doesn’t mean small brands have to sit on the sidelines.
“Experiential marketing is going to be the key,” Bernstein said.
From pop-up events and social media campaigns to cross-promotions with local restaurants, there are endless ways to capture the energy of the moment.
“It’s going to be noisy,” Bernstein said. “The brands that can bring the best experience, that create a memory that will be remembered and shared, those are going to be the people that really win this. And that's the huge opportunity.”
That’s exactly what UMKC plans to do by hosting youth soccer tournaments and other events around the World Cup.
“It’s important for UMKC to open our doors to the community,” Waller said. “We’re excited to be part of the World Cup festivities and excitement in Kansas City and around the region.”
But even with the best of plans, Bernstein said brands should stay agile.
“Really good marketers stay in the moment and adjust and move when that's needed,” Bernstein said. Making a Lasting Impression
For Kansas City, hosting the World Cup is about more than a few unforgettable weeks. It’s about writing the next chapter in the city’s story.
“Our test will be, were we just popular and known while the tournament was going on, or is there something lasting that can exist here,” Bernstein said.
Images from around Kansas City, Missouri. PHOTOS / BRANDON PARIGO AND JON MOHR