The World Cup will take over venues across North America this summer at a global scale, with matches at 16 venues across the continent. While organizers and venue operators are hard at work getting ready for this summer, the real opportunity lies in showcasing stadiums as the top spot to host future events. The World Cup will double as a live audition to host mega-events for the next decade, including the 2031 Women’s World Cup, Super Bowls, Savannah Bananas games and other specialty events, concerts and more.
Additionally, as sports-anchored real estate developments play an increasing role in value creation for teams and a core in urban development, the World Cup is an opportunity to showcase the next stage of development at each location. Further, teams across the country are taking advantage of larger venues, where they can maximize capacity for marquee matches. I attended an Inter Miami vs. D.C. United match last month at M&T Bank Stadium in Baltimore, which hosted 72,000 fans, far more than Audi Field’s 20,000 seats could hold.
Operators and their host cities must focus their efforts on the game-day experience, facilitating future sports-anchored mixed-use developments, and security challenges to host successful events and also to win future mega-events. Here’s the blueprint:
Game-day Experience
Sports fans increasingly come for the game-day experience in addition to cheering on teams. When venues compete with 100-inch TVs, every part of the game-day experience is essential, both at the venue and in the area around it. So, where should the focus be?
Top-level, on-site entertainment is key. Many facilities will open new clubs and other amenities just in time for the World Cup — they must operate flawlessly without the experience or repetition that comes from an ongoing season. While NFL facilities get many chances over the course of the season, these venues will only get a few chances to show their best to the world. Tight training and requirements for operations (including food service) are essential.
Smooth transportation is also essential. That means parking options at the facility and in surrounding garages, public transportation, and easy pickup and drop-off areas for ride share. One additional way to add value? Make it clear to fans which stadium entrance is closest to their seats. The joy of a fantastic match can be clouded by having a difficult time finding transportation.
Operators must improve the game-day experience for female fans. That includes food options, restrooms and other facilities, and family-focused entertainment. Caitlin Clark and other female superstars have shown the untapped market for women’s sports — proving that the facility and the market can provide best-in-class service will form the basis for future success. Remember that Nebraska hosted 92,000 fans for a women’s volleyball game in 2023. The potential growth is huge.
Sports-Anchored Mixed-Use Developments Opportunities
Each stadium is the core of the overall fan experience, but it’s not the only part. Many teams have created successful sports-anchored mixed-use developments, with the Atlanta Braves’ The Battery and the San Francisco Giants’ Mission Rock at the forefront. Teams can use the World Cup as a key springboard to show growth possibilities.
Many districts need approvals from several levels of municipal authorities, including zoning approvals, easements, and the use of eminent domain. By showing the value of future events and related development, teams can help smooth the path for future approvals. What better way to demonstrate potential than with clear data on economic impacts associated with successful World Cup matches?
In turn, cities should demonstrate that they can be strong partners for future development. To do this, cities should facilitate fan zone experiences, sponsor events, and other engagements that push the boundaries of traditional events. That includes allowing for events in public spaces, dedicating police and other support services to events, and asking venue operators what else they need.
Furthermore, World Cup matches are an opportunity for neighboring property owners to show how their sites fit into future districts. Partnerships and informal arrangements during the World Cup can create steppingstones to future partnership opportunities. Neighboring property owners should consider creating temporary or “pop-up” activities where permanent facilities could be developed in the future — it’s a perfect trial run.
Security and Access
The biggest piece of the puzzle may be security — ensuring the safety of every fan inside the stadium and out while maintaining smooth cooperation with law enforcement and creating a streamlined process for fans entering events. Security is one of the first experiences a fan has at a facility, so it has to be done properly. Scanning technology must be smooth — including consistent Wi-Fi and trained personnel — to prevent bottlenecks. Any incidents create significant reputational risk for venues, teams, and cities.
Operators must study the loss of control that occurred at Wembley Stadium during the 2020 Euro Final, which led to fans rushing into the stadium without tickets and massive rioting. Venues and law enforcement need to be ready for worst-case scenarios, especially given the intensity of World Cup fans. Safety and security will be key for venues to secure spots as a host of future mega-events.
Drone security will also top the list of key measures. Drone incidents increased significantly in 2025, including drones landing on fields during several major events. Stadium operators must use all legal means and obtain all required permitting to control their air space, including implementing flight restriction areas. Municipalities should take similar actions during all events. The Federal Aviation Administration continues to work on rules for drones around sports facilities and must act quickly before the World Cup starts.
Smooth coordination between venues, organizers, and municipalities is also key, both in terms of security process and funding. For example, the town of Foxboro had a prolonged dispute with the group organizing the World Cup events at Gillette Stadium, focused on security funding. Any dispute threatens smooth implementation while also creating a barrier to hosting the next event.
World Cup hosts have a dual spotlight — hosting 2026 matches while also positioning themselves for the next mega-events on the sports calendar. When the matches end, business teams at each venue will have real, live data to use for the next round of pitches for mega-events, and proof-of-concept data for elements that worked are currency. Organizers that can keep the focus on near-term execution and long-term positioning will be the real winners of the World Cup.
Paul Levin is a partner at Venable LLC and represents developers, corporations, nonprofits, and cultural and educational institutions in a wide range of real estate projects.
