Nearly a week before the 2026 FIFA World Cup Tournament kicks off, hundreds of soccer fans wrapped around the Sugar Land Town Center during a hot, summer morning on June 4.
The fans flocked from across the region to attend the grand opening of the first FIFA World Cup retail store — located over 20 miles away from the epicenter of matches at NRG Stadium.
Anousha Lakhani and Shilen Patel, a couple who scored tickets to four of the matches, drove over 30 minutes from Harris County to secure tournament merchandise.
"We grew up in the U.S., but we were born abroad," Patel said. "But I think like us, a lot of immigrants grew up watching soccer, and so this has always been a part of the culture. To have it back in the U.S. after so long is really exciting."
Sugar Land officials are expecting thousands of visitors each day for community events and programs tied to the international soccer tournament, including the retail store and eight viewing parties, which will be held a couple yards away from the storefront.
The price tag to be the only official partner with the FIFA World Cup Houston Host Committee was not a small investment, said Alison Brooks, with Sugar Land's tourism office.
"We invested $2.5 million to be a partner with the host city," Brooks said. "It's really something that is important for us and we see a lot of value in it. For us, it was about not sitting on the sidelines."
An Airbnb report estimates that approximately 181,000 tourists will stay in rented accommodations during Houston's seven matches.
The funding for the World Cup partnership came from Sugar Land's hotel occupancy tax fund and two investment corporations, Sugar Land Development Corporation and Sugar Land 4B Corporation — both focused on the city's economic growth.
While city officials anticipate thousands of daily visitors to Sugar Land Town Square during the viewing parties, Brooks said the city has not yet projected the total economic impact or sales revenue expected from the events.
"It's all estimates at this point," Brooks said. "Our goal is really to position ourselves in a way that can capitalize on all of the spending that's going to be in the region. So that'll boost our sales tax, our hotel occupancy tax and it's really beneficial for all of our businesses in the community."
Between Mexico and the U.S., a 2025 report from FIFA and the World Trade Organization found that the economic impact of hosting the 2026 World Cup is estimated to be $47 billion. Houston alone is projected to generate over $1.5 billion in economic activity from its seven matches, driven by an estimated 500,000 visitors, according to Partners, a Houston-based commercial real estate firm.
Sugar Land Mayor Carol McCutcheon was at the store's grand opening and said it symbolized the beginning of a global event.
"This ribbon-cutting represents more than a retail experience,” McCutcheon said. “It reflects the continued moments of our city as we prepare to welcome the energy and global excitement of the FIFA World Cup 2026."
Soccer fan Lakhani said both Fort Bend and Harris Counties have an opportunity to make people feel comfortable in one of the most diverse cities in the country.
"Having an international crowd come here and actually be able to enjoy the games but also feel safe and welcomed is going to be critical," Lakhani said.
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