Seattle’s World Cup moment is a true citywide effort, and there are many ways to participate. Local businesses play a key role in creating a welcoming, memorable experience for visitors from around the world.

Here are a few ways to get involved:

• Host or promote World Cup–related events
  Restaurants, bars, venues, and community spaces can host watch parties, special programming, or cultural events. These can be submitted to the Community Events Calendar on LetsPlaySEA26.org to increase visibility with visitors and locals.
• Prepare your team with the Hospitality Playbook
  The Welcoming the World to Seattle Hospitality Playbook provides practical guidance on welcoming international guests, cultural norms, dining expectations, and local laws—helping frontline teams feel confident and prepared.
• Participate in opportunities for shared marketing and visibility
  Take part in citywide initiatives such as window clings, digital listings, QR code campaigns, and neighborhood activations that help signal a “World Cup Welcome” to fans across the city.

Community participation is essential to the experience!  You don’t need to own a business to be part of the World Cup. Here are a few ways to get involved.

• Volunteer to welcome the world: Volunteer programs, including opportunities at Seattle-Tacoma International Airport (SEA) will allow community members to help greet visitors, provide wayfinding support, and offer a friendly first impression of Seattle.
• Stay informed through the Community Hub: The Community Hub on LetsPlaySEA26.org  is the best place to find updates on events, volunteer opportunities, and ways to participate as plans continue to roll out.

Yes!

If you’re hosting a community event or watch party during the tournament, you can submit it for our Events & Watch Parties page: https://visitseattle.org/sea26/events/submit-your-event/

Here’s how it works:

• Complete the event submission form with details such as date, location, and event type.
• Once submitted, our team will review the information.
• Approved events will be added to the public events calendar on the site, making it easy for fans and the community to discover what’s happening across Seattle.

Yes—street closures and parking restrictions are expected around Seattle Stadium on match days and during major World Cup‑related events.

To ensure public safety and manage large crowds, the City of Seattle will implement temporary traffic controls, which may include:

• Restricted vehicle access near the stadium
• Temporary street closures before and after matches
• Parking limitations and tow‑away zones in the surrounding area
• Designated zones for pedestrian movement, transit, and rideshare drop‑offs

Specific details—including affected streets, timing, and parking guidance—will be finalized closer to match dates and shared through official city and event channels.

Downtown Seattle is expected to be busier than usual, especially on match days and during major fan events. Increased pedestrian activity, temporary street closures, and traffic control measures will affect vehicle flow throughout the downtown core, particularly around Seattle Stadium (Lumen Field) and key transit corridors.

Visitors and residents can expect:

• Heavier traffic and congestion before and after matches
• Adjusted traffic patterns due to temporary street closures and restricted access zones
• Increased transit service and demand, especially on light-rail and bus routes
• Expanded pedestrian‑only areas in and around event zones

To help manage these impacts, the city and regional partners will prioritize public transportation, walking, biking, and micro-mobility options such as scooters and electric bikes. Seattle’s light rail, buses, streetcars, ferries, and water taxis offer convenient access to downtown without the need for a car.

The FIFA World Cup will deliver long‑term benefits that extend well beyond the matches themselves. While the tournament is a global sporting moment, its legacy in Seattle is expected to strengthen the city socially, economically, and culturally for years to come.

Key lasting benefits include:

• Global visibility and tourism growth: Hosting the World Cup puts Seattle on the world stage, introducing millions of international visitors to the city. Research from past host cities shows that a strong first impression often leads to repeat visitation, supporting tourism and local businesses long after the tournament ends.
• Economic impact and small business support: Increased visitor spending is beneficial for restaurants, hotels, retail stores, cultural institutions like museums, and service providers across the region—not just near the stadium. World Cup visitors generate downstream economic activity that supports jobs and local neighborhoods.
• Transportation and infrastructure improvements: Investments in public transit, light rail expansion, pedestrian access, and accessibility improvements create permanent enhancements that residents and visitors will continue to use well beyond 2026.
• Community pride and cultural connection: The World Cup brings people together across cultures, languages, and backgrounds. Community programming, Fan Celebrations, cultural events, and watch parties help strengthen civic pride and foster lasting global connections.
• A long‑term sports legacy: Seattle’s leadership in men’s and women’s professional sports—and its passionate fan culture—will be amplified, inspiring future generations and reinforcing the city’s role as a premier global sports destination.

Ultimately, the FIFA World Cup™ is an opportunity not just to host matches, but to build a legacy rooted in hospitality, inclusivity, and global connection—one that continues to benefit Seattle long after the final whistle.

Yes. We ask users to follow the brand guidelines to ensure consistency and respect for the Let’s Play SEA 26 brand identity.

Yes—with care. You’re encouraged to adapt messaging and visuals to fit your audience, but the core elements (like logo lockups, color palette, font, and patterns) should remain consistent.

Yes! Co-branding is strongly encouraged as it helps amplify the impact of our programs and creates a unified experience for attendees. By incorporating both your brand and the community brand, we can showcase collaboration and strengthen the message of community and hospitality.

Absolutely! We encourage you to spread the word and invite others to use the brand—just make sure they fill out the online form first.

No, merchandise cannot be produced independently due to the brand’s terms of use. All branded merchandise must go through Visit Seattle’s approved vendor to ensure consistency, quality, and compliance with brand guidelines. If you’re interested in creating items, we’ll help coordinate with the vendor to explore options that align with your goals.

We offer support via email. You can also reach out with questions or request a one-on-one consultation:

Jorge Gotuzzo – World Cup Activation Lead
[email protected]

Tony Teske – Associate Creative Director
[email protected]

The Community Brand is a shared identity created to unite local organizations, businesses, and residents under a common visual and messaging framework. It celebrates our region’s values, culture, and spirit—especially as we welcome the world during the largest soccer tournament ever.

The goal of the Community Brand is to create a unified identity that strengthens pride in our region, increases visibility locally and globally, and supports economic and cultural vitality through consistent storytelling and design. This brand helps residents, businesses, and visitors connect with Seattle in a meaningful way.

Any member of the community—businesses, nonprofits, government agencies, and individuals—is welcome to use the brand assets. Use is permitted as long as it aligns with the brand’s values and follows the official brand guidelines and terms of use, which outline proper application, attribution, and limitations to ensure consistency and respect for the brand.

No, the brand is free to use for community members. It’s a shared resource meant to amplify local pride and visibility during the tournament.

The brand toolkit includes logos, color palettes, typography, templates, messaging, and pattern guidelines. These are available for download via our asset portal.

You can access the assets by filling out a short form on our website. Once submitted, you’ll receive a link to download the full toolkit.

Yes. We ask users to follow the brand guidelines to ensure consistency and respect for the Let’s Play SEA 26 brand identity.

Yes—with care. You’re encouraged to adapt messaging and visuals to fit your audience, but the core elements (like logo lockups, color palette, font, and patterns) should remain consistent.

Yes! Co-branding is strongly encouraged as it helps amplify the impact of our programs and creates a unified experience for attendees. By incorporating both your brand and the community brand, we can showcase collaboration and strengthen the message of community and hospitality.

Absolutely! We encourage you to spread the word and invite others to use the brand—just make sure they fill out the online form first.

No, merchandise cannot be produced independently due to the brand’s terms of use. All branded merchandise must go through Visit Seattle’s approved vendor to ensure consistency, quality, and compliance with brand guidelines. If you’re interested in creating items, we’ll help coordinate with the vendor to explore options that align with your goals.

We offer support via email. You can also reach out with questions or request a one-on-one consultation:

Jorge Gotuzzo – World Cup Activation Lead
[email protected]

Tony Teske – Associate Creative Director
[email protected]