Houston Business Readiness Playbook

THE WORLD IS

COMING TO HOUSTON

In the summer of 2026, Houston will take its place on the global stage as one of 16 North American Host Cities for the FIFA World Cup 2026™ — the largest sporting event in world history. For the first time ever, the tournament will span three nations, the United States, Mexico, and Canada — featuring 48 national teams, 104 matches, and an estimated 6 billion viewers worldwide.

Houston is no stranger to the world stage. Our city is one of the most diverse in the nation, home to more than 145 languages and a culinary, cultural, and business community unlike any other. When the world arrives in June 2026, Houston will be ready, and so will you!

This playbook is designed specifically for Houston's business community and will help you understand the opportunity, prepare your operations, navigate the rules, and make the most of this once-in-a-generation moment.

This playbook is an evolving resource. The FIFA World Cup 2026™ is a complex, dynamic event, and guidance from FIFA, the City of Houston, and partner organizations will continue to develop as the tournament approaches.

We are committed to updating this playbook regularly to reflect new information.

Key Locations at a Glance

Understanding the geography of World Cup activity in Houston will help you assess your proximity to high-traffic zones and plan accordingly.

OVERVIEW

The FIFA World Cup 2026™ will be the largest FIFA World Cup™ in history. Key facts every Houston business should know:

• 48 national teams will compete — up from the previous format of 32

• 104 total matches will be played across the United States, Mexico, and Canada

• FIFA Fan Festival™ in EaDo – 5,000 person capacity

• The tournament runs for 39 days from June 11 through July 19, 2026

• Houston will host 7 matches at Houston Stadium (NRG Stadium)

• More than 6 billion viewers are expected to watch globally

• Visitors without match tickets will still travel to host cities to experience the Fan Festival, local culture, and supporter atmospheres

Expected High-Traffic Periods

Houston area businesses should begin planning around the following general activity patterns:

PERIOD

Night before each match

Match day (pre-match, 3–6 hours prior)

Match day (post-match, 2–4 hours after)

Fan Festival open days

Tournament milestones

ACTIVITY

Supporter gatherings, bar and restaurant surges, hotel arrivals

Transit surges, Fan Fest activation, food and beverage demand

Celebration or commiseration gatherings, late-night dining and nightlife surge

Daily foot traffic at and around the Fan Fest site, June 11 – July 19

Knockout rounds and later-stage matches may draw larger crowds regardless of teams playing

OVERLAPPING EVENTS TO MONITOR

Houston's event calendar does not pause for the FIFA World Cup™. Businesses should be aware of the potential for stacked demand when FIFA World Cup™ activity overlaps with:

• Houston Astros home games at Daikin Park

• Major concerts and touring acts at Toyota Center and other venues

• Conventions and trade shows at the George R. Brown Convention Center

• Local festivals and community events across Houston neighborhoods

PROJECTED VISITATION IN DOWNTOWN

EVENT SCHEDULE + RESOURCING

Capacity Planning Considerations

For many Houston businesses, the FIFA World Cup 2026™ will bring levels of foot traffic they have not previously experienced. Preparing for maximum capacity is not a worst-case scenario, it is a realistic expectation for match days and peak Fan Festival periods.

EVERY BUSINESS SHOULD REVIEW AND PLAN FOR THE FOLLOWING:

Legal Occupancy Limits

• Know your maximum legal occupancy as set by the Houston Fire Marshal

• Post your occupancy limit visibly and ensure all staff are aware of it

• Consider staffing, inventory, and service adjustments when operating at or near capacity.

Staffing for Peak Demand

• Anticipate needing additional staff on match days and the nights before and after matches

• Consider extended hours and staggered shifts to accommodate extended demand windows

• Brief all staff – including temporary or seasonal hires – on World Cup context, cultural awareness and customer service expectations

Service Model Adjustments

• Consider whether your standard service model needs to be adapted for speed and volume

• Evaluate whether preordering, reservations or timed entry makes sense for your business during peak periods

• Think through your payment processing capacity, long lines at point-of-sale can be a service failure during peak times.

Who is coming to Houston?

Countries: Netherlands, Germany, Portugal, Uzbekistan, Saudi Arabia*, Cape Verde & Curaçao. Three of the Top 10 teams in the world will be playing in Houston, and brief dossiers on those fanbases are included in this Playbook: #6 Portugal, #7 Netherlands, #9 Germany.

* Saudi Arabia's basecamp is in Austin

NETHERLANDS

"The Orange Army"

Fan Energy

Typical Fan Behavior

Food & Drink Prefs

Tipping Customs

Cultural Norms

Extremely festive. Dutch fans are famous for wearing bright orange and creating lively street celebrations.

• Travel in large friend groups

• Attend outdoor watch parties

• Highly social and friendly

• Beer and casual pub dining

• Shared snacks and bar food

• Service charges often included in Europe

• Small tip (5–10%) is typical

• Very direct communicators

• Value efficiency and clear pricing

• English proficiency is extremely high

PORTUGAL

"Seleçao Supporters"

Fan Energy

Typical Fan Behavior

Food & Drink Prefs

Tipping Customs

Cultural Norms

Highly passionate and emotional supporters

• Loud chanting and singing

• Social pre- and post-match gatherings

• Proud displays of national flags

• Wine and beer

• Seafood and grilled foods

• Café culture

• 5–10% is common in Portugal

• Service charges often included in Europe

• Warm and social culture

• Meals are leisurely and social

• Portuguese language signage can feel welcoming

GERMANY

"Die Mannschaft Supporters"

Fan Energy

Typical Fan Behavior

Food & Drink Prefs

Tipping Customs

Cultural Norms

Passionate but organized. Expect strong turnout and dedicated fan groups.

• Pre-match gatherings at bars

• Large, organized supporter groups

• Enjoy long social drinking sessions

• Beer is central to fan culture

• Hearty meals and sausages

• Casual social dining

• Tipping is modest in Germany (5–10%)

• Often rounded up rather than percentage-based

• Appreciate efficiency and punctuality

• Value clear communication

• May expect quick service

More country profiles coming soon!

Houston's FIFA Fan Festival™ will be located in East Downtown (EaDo), one of Houston's most dynamic and fast-growing neighborhoods. The Fan Festival is a free, open-to-the-public celebration zone running from June 11 to July 19 (will remain open 34 of 39 days of the tournament except July 8, 12-13, 16-17) and serves as the heartbeat of Houston's World Cup experience for fans who may not have match tickets.

FIFA FAN FESTIVAL™ GUIDE

COMING SOON

THE FIFA FAN FESTIVAL™ WILL FEATURE:

• Live match screenings for all FIFA World Cup 2026™ matches on the days it is open

• Concerts and live entertainment

• Food and beverage vendors

Rendering is conceptual and intended for visualization purposes only.

• Interactive fan activations and cultural programming

• Official FIFA™ merchandise

• In Houston, the festival is expected to see 15,000 visitors daily.

For businesses in EaDo and surrounding neighborhoods — including Midtown, Downtown, the East End, and beyond — the Fan Festival represents a sustained, multi-week source of foot traffic that extends far beyond match days at Houston Stadium.

FOOTBALL FIESTA:

• Football Fiesta is a destination that encompasses both the surrounding EaDo neighborhood establishments and the official FIFA Fan Festival™.

• In the surrounding area around FIFA Fan Festival™, fans will find restaurants, bars and businesses that will offer up prime match-watching opportunities, electric ambiance, food and beverages that capture the city’s diversity and colorful photo opportunities throughout.

• Fans are encouraged to immerse themselves in the vibrant East Downtown neighborhood through visits to multiple Football Fiesta venues, capturing their experiences along the way on social media for chances to win daily and grand prizes.

• No matter the destination—FIFA Fan Festival or Football Fiesta—guests can expect an energized, welcoming atmosphere that reflects Houston through and through.

• Full details regarding Football Fiesta will be available soon.

• To express your business interest in participation in Football Fiesta, please visit the link below.

FOOTBALL FIESTA INTEREST FORM

fwc26houston.com/football-fiesta-interest

Visit Houston is the City of Houston's official destination marketing and management organization and a key partner for businesses preparing for the FIFA World Cup 2026™.

Visit Houston has a folder with approved images and video for public use.

brandfolder.com/houston-come-ready-to-play-2026

Submit your business events & promotions to be considered for inclusion in the official events calendar, increasing your visibility to visiting fans & media:

visithoustontexas.com/events/submit-your-event EVENT SUBMISSION

Access the FIFA Houston webpage, the Official Home of the FIFA World Cup 26 Houston™:

fwc26houston.com

The FIFA World Cup 2026™ is more than a sporting event — it’s a region-wide, once-in-ageneration business opportunity.

• 500,000+ visitors are expected to visit our region over the course of the tournament

• Tourists will be here for more than just match day. Many will linger to explore the region

• Economic activity will stretch across the area, from the stadium and FIFA Fan Festival™ to hotel and restaurant clusters, retail and entertainment districts, and cultural events and attractions.

THE OPPORTUNITY MAY SHOW UP AT YOUR DOOR IN MANY FORMS:

• Increased foot traffic from visitors exploring Houston between matches

• New international customers experiencing Houston for the first time

• Demand for authentic Houston experiences — food, culture, and local character

• Community connections as visitors seek out ties to their home nations in Houston's diverse neighborhoods

• New e-commerce customers who discover your business during their visit and continue purchasing after returning home

You don't need to be located next to Houston Stadium (NRG Stadium) to benefit. Economic activity during a tournament of this scale spreads across hotel corridors, entertainment districts, cultural neighborhoods, and transit hubs throughout the city.

Sustainability: Becoming a “Green” World Cup Business

FIFA and the City of Houston have made sustainability a core commitment of the 2026 tournament. Businesses that align with these values can differentiate themselves, connect with environmentally conscious visitors, and contribute to Houston's legacy as a responsible host city.

The hospitality incentive program for sustainability is available to hotels, motels, and restaurants (cafes, bars, sit-down, fast food, food trucks) in the Houston-Galveston Area Council (HGAC) boundaries who implement specific actions.

fwc26houston.com/environmentalsustainability

Marketing "Don'ts"

FIFA has established clear guidelines governing the use of World Cup branding, logos, marks, and event-related language. These guidelines protect the integrity of the tournament and ensure that official sponsors and partners receive the benefits they have contracted for. As a Houston business, it is your responsibility to understand and follow these guidelines. Staying compliant ensures you avoid legal complications while still creating a vibrant and welcoming experience for guests.

WHAT YOU CANNOT USE

Avoid the following in all marketing materials, including social media, signage, menus, flyers, email campaigns, and merchandise:

• Using FIFA trademarks (FIFA World Cup™, FIFA Fan Festival™, etc.) without authorization

• Using team names, crests, or official logos from any participating nation's federation

• Creating promotions that imply an official relationship with FIFA or the tournament (e.g., "Official World Cup Bar," "FIFA-Approved")

• Using phrases like "World Cup Special" or "World Cup Menu" in ways that imply FIFA endorsement

• Creating or selling unauthorized merchandise bearing World Cup marks or team imagery

• Hosting a watch party with unauthorized public performance of match broadcasts (see Watch Parties section on Page 16)

Including but not limited to the following examples:

Marketing "Do's"

WHAT YOU CAN USE

You can and should promote your business in connection with the exciting atmosphere of the summer of 2026. Here's how to do it compliantly:

• Celebrate the sport of soccer — use generic soccer imagery, balls, goals, pitch graphics and phrases like “Celebrating The Big Game” or “Welcoming The World”

• Promote your business as a great place to watch the tournament without implying FIFA affiliation

• Decorate with soccer balls, international cuisines and culturally inclusive elements

• Use country flags and colors to celebrate visiting fans (flags are in the public domain)

• Reference "the tournament," "the matches," "the summer of soccer," or "2026" in general terms

• Create promotions tied to match days or results using general language

• Highlight your Houston pride and invite visitors to experience what makes your business and neighborhood unique

• Partner with other businesses to create neighborhood or district-wide experiences that attract visitors

Watch parties are one of the most exciting opportunities for Houston businesses during the FIFA World Cup 2026™ and one of the areas with the most important rules to follow.

WHAT IS GENERALLY ALLOWED:

• Businesses may host customers to watch matches together in their premises

• You may promote your business as a viewing destination using compliant language (see Marketing Do's above)

• As long as they follow language guidelines (see Marketing Do's above), themed food and drink menus, decorations, and events are generally permitted

NO LICENSE REQUIRED / NON-COMMERCIAL EVENTS:

• Regular business operations (bars, restaurants, & hotels) showing matches as part of their normal service

• Small community events under 1,000 people

• No ticket sales or sponsors

LICENSE REQUIRED / SPECIAL NON-COMMERCIAL EVENTS:

• Larger free events with over 1,000 people

• No commercial benefits for the organizer

COMMERCIAL EVENTS:

• Any event with ticket sales, sponsorship, or commercial promotion

• Hosted by public institutions (e.g., churches, universities, municipalities)

• Includes paid entry, branded activations, or any activity designed for commercial gain

Clean Zones

Clean Zones (also referred to as Safety Zones) are designated areas established by the City of Houston and FIFA to protect the official sponsors and integrity of the FIFA World Cup 2026™ from “ambush marketing”—unauthorized attempts to associate a business, product, or promotion with the FIFA World Cup™ without official approval.

• If your business is located within a Clean Zone, additional rules will apply during the tournament period.

• If your business is not located within a Clean Zone, these restrictions do not apply.

• Unauthorized use of terms such as “World Cup”, “FIFA World Cup”, and “World Cup 26” in advertising or promotions may result in legal action.

• Clean Zones may be activated as early as 14 days prior to the first official event and remain in effect through 3 days after the final event.

• Estimated activation window: May 28, 2026 – July 22, 2026

• Final activation dates will be determined by the FIFA World Cup 26™ Houston Host Committee and the City of Houston.

ONCE ACTIVATED THE FOLLOWING PROHIBITIONS EXIST WITHIN THE CLEAN ZONE:

Signs & Signage

• No new signage, banners or displays with logos or brand names visible from the public right-of-way unless approved

• Only official FIFA sponsors may display approved branded materials

• Non-approved signage inside your business must not be visible from the street

Promotions & Watch Parties

• Charging admission to view matches on a large screen is not allowed unless approved

• Promotions must follow FIFA marketing guidelines (see Marketing Do’s & Don’ts section)

Attention Getting Devices

• Inflatables, video screens, projections or similar devices intended to draw attention to a particular business or location are prohibited unless specifically sanctioned by FIFA and the Local Organizing Committee

Temporary Structures and Tents

• No temporary retail setups, tents, or pop-up structures in public areas without approval

Vehicles For Hire

• Subject to specific rules and regulations with the Clean Zone. Vehicles must be licensed by the City and adhere to rates outlined by ARA.

Aerial Advertisement

• There is no vertical boundary in the Clean Zone. Planes may drag banners in compliance with FAA aviation standards; however, if a “No Fly Zone” is established by the FAA and law enforcement, all aerial activity is prohibited.

Drones

• A comprehensive "no-fly zone mandate" will exist in all Clean Zones. Violating flight restrictions can result in fines and/or other sanctions. Approval from the Houston Police Department, MOSE and the proper FAA authorizations will be required. The Clean Zone ordinance is enforced by the applicable City of Houston departments. More information may be found in Article IV of Chapter 25 Sec. 25-151.

CITY OF HOUSTON ORDINANCE

Clean Zone Maps

CHECK YOUR LOCATION

TRANSPORTATION

STREET CLOSURES & ACCESS CONSIDERATIONS

The FIFA World Cup 2026™ will require significant traffic management across Houston, particularly in areas near Houston Stadium (NRG Stadium), the FIFA Fan Festival™ site, and major fan corridors. Street closures, restricted access zones, and pedestrian-priority areas will be implemented on match days and during peak Fan Festival periods.

Access + Transportation

WHAT BUSINESSES SHOULD EXPECT:

• Rolling road closures in the hours before and after matches near Houston Stadium (NRG Stadium) and surrounding corridors

• Restricted vehicle access to certain zones during peak periods

WHAT YOU SHOULD DO:

• Communicate proactively with your customers about how to access your business during closure periods — update your website, Google listing, and social media with directions and parking alternatives

• Increased pedestrian activity in areas that may normally be vehicle-dominated

• Signage and wayfinding changes that may affect how customers navigate to your business

• Monitor official City of Houston communications for updated closure maps and schedules as they are released

OFFICIAL CITY OF HOUSTON COMMUNICATIONS

houstontx.gov/specialevents/event-calendar.pdf

LAST MILE PEDESTRIAN CONNECTION: VIA FUTBOL

Pedestrians need safe, comfortable, intuitive, and fun ways to navigate to, from, and within Downtown – ensuring their experience is positive from arrival to departure.

Public Transportation

Houston METRO will play a critical role in moving the hundreds of thousands of visitors and residents expected to travel to venues and the FIFA Fan Festival™ during the tournament. Businesses and employees alike are encouraged to familiarize themselves with METRO routes and schedules before the tournament.

SERVICE CATEGORIES

• Match Day Service (Houston Stadium)

• Airport Service (Bush & Hobby)

• Will operate every 30 minutes, serving both airports & Downtown Houston

• 3 additional Downtown Houston stops will be added

• One staged stand-by bus at each airport to ensure service reliability

• FIFA Fan Festival™ Service (EaDo)

LIGHT RAIL LINES

• Red Line

• six-minute frequency during peak periods; transitioning to 12-minute service late night with extended service hours 7 days/week

• Stage extra trains at Rail Operations Center (ROC)

• Ambassadors at every stop to help with wayfinding

• Provide direct service to Houston Stadium (NRG Stadium)

STAND-BY BUSES

• Stage buses at key locations in Downtown & near Houston Stadium (NRG Stadium) before and after matches

• Backup service for rail interruptions or overcrowded conditions

MICROTRANSIT

• On-demand services - Community Connector, Curb2Curb and METROlift

• New On Demand app integrates Curb2Curb & METROlift into one platform

• Entertainment District & Attractions Service

• Downtown Houston

• East Downtown

• Midtown

• Montrose

• Uptown-Galleria

• Washington Ave

• The Heights

• Kirby Drive Corridor

• Greenway Plaza/Richmond Ave

• Rice Village

• Green & Purple Lines

• 12-minute service frequency with extended service hours 7 days/week

• Operate two-car trains on all trips

• Provide direct service to FIFA Fan Festival™

• Available to provide service for unforeseen events

• Support FIFA-related events

• Partnership with Lyft & Uber to cover service needs

Employee Parking + Commute Planning

RECOMMENDATIONS FOR EMPLOYERS:

• Survey your staff now about how they commute and identify who may be impacted by closures or parking restrictions

• Consider adjusting shift start and end times to avoid peak congestion windows

DELIVERY + SERVICE ACCESS

• Encourage employees to explore public transit options ahead of the tournament so they are comfortable using them during peak periods

• Identify alternative parking locations near your business and share that information with staff

For businesses that receive regular deliveries, food and beverage distributors, retail restocking, linen services, and other supply chain partners, the tournament period will require careful logistical coordination.

KEY CONSIDERATIONS

• Anticipate restrictions on delivery truck access near official event zones, the FIFA Fan Festival™ site, and major fan corridors during match days and peak event periods

• Communicate with your vendors and distributors now to ensure they are aware of potential access restrictions and are planning accordingly

• Schedule deliveries outside of peak windows — early morning deliveries (before 7:00 AM) or late-night deliveries (after 10:00 PM) may be the most practical solution on match days

• Identify and confirm alternate loading zones if your regular delivery access points may be blocked or restricted during the tournament

• Ensure that curbside areas remain clear of obstructions that could reduce visibility or safety for pedestrians, cyclists, and vehicles — this is both a safety and a compliance issue during high-traffic periods

• Maintain a contact list of your delivery drivers and dispatcher contacts so you can communicate quickly if last-minute access changes occur

Talk to your distributors today. Ask them directly: "How are you planning your delivery routes and schedules around World Cup match days?" If they don't have a plan yet, work together to create one.

SAFETY & SECURITY

DURING THE TOURNAMENT

The safety and security of all visitors, residents, and businesses during the FIFA World Cup 2026™ is a shared responsibility. Houston will deploy a coordinated, multilayered security operation involving local, state, and federal law enforcement partners throughout the tournament period.

The plan will also incorporate a thorough emergency preparedness strategy, with fire, rescue, and emergency medical services positioned to provide rapid response capabilities across all event locations.

There will be visible and robust law enforcement presence at key venues, augmented by enhanced crowd management protocols.

Safety & Security During the Tournament

WHAT BUSINESSES SHOULD DO:

• Know your emergency contacts. Save the non-emergency HPD number (713-884-3131) and your district's safety contact in your phone before the tournament begins.

• Brief your staff on emergency procedures, including how to respond to large crowd situations, suspicious activity, and medical emergencies.

• Install or test your security systems — cameras, alarms, and lighting — ahead of the tournament period.

• Communicate with neighboring businesses to share information and coordinate on any shared security concerns.

Report suspicious activity promptly to HPD — if you see something, say something.

houstontx.gov/police/contact

Cleanliness & Waste Management

One of the most visible ways Houston will be judged by the world during the FIFA World Cup 2026™ is the cleanliness and condition of our public spaces and business districts. As a Houston business, you have both an opportunity and a responsibility to maintain and elevate the appearance of your property and surrounding area.

WHAT TO EXPECT:

• Visitor foot traffic will dramatically increase waste generation in commercial corridors, entertainment districts, and areas near the Fan Fest and Houston Stadium

WHAT BUSINESSES SHOULD DO:

• Contact your waste management provider now to discuss your service schedule during the tournament period and request temporary increases in pickup frequency if needed

• Inspect and prepare your exterior space — power wash sidewalks, clean windows, repair any damaged signage or infrastructure, and remove any existing graffiti or visual clutter

• Regular trash and recycling pickup schedules may be insufficient during peak periods

• Grease traps, dumpster areas, and exterior spaces may require more frequent maintenance than usual

• Place additional trash receptacles near your entrance or outdoor seating areas if you anticipate increased foot traffic

• Train staff to monitor exterior cleanliness throughout their shifts, not just at opening and closing

• Coordinate with your management district or business improvement district — many Houston districts will have enhanced cleaning services during the tournament; connect with your local district to understand what is available and how to access it

PART OF THIS YOU ARE

The FIFA World Cup 2026™ is coming to Houston, and every business in this city has a role to play in making it extraordinary.

Visitors will leave Houston with memories shaped not just by what happened on the pitch, but by the restaurants where they celebrated, the shops where they found something uniquely Houston, the service providers who made them feel welcome, and the neighborhoods that showed them the soul of this city. Let’s show that Southern hospitality that Houston is famous for!

That is your opportunity. And it starts now.

City of Houston – Mayor's Office of Special Events

Houston Police Department (HPD)

and events calendar

permitting and coordination houstontx.gov/specialevents

Houston METRO

Houston-Galveston Area Council (HGAC)

Texas Alcoholic Beverage Commission (TABC)

City of Houston Solid Waste Management

and transportation resources commutegameplan.com