DALLAS, March 10 — Wondering how your small business can capitalize on the global soccer championship matches coming to DFW this summer? A new Dallas-based initiative is here to help.
Team DFW™ is a grass roots initiative through which local small businesses can leverage a set of soccer championship-related programs designed to enable them to both increase traffic in their establishment and build their customer base. The initiative is led by Clients First, a Dallas-based marketing and communications agency, and consists of local experts in disciplines including sports and event marketing, influencer marketing, public relations and digital marketing.
An estimated 3.8 million people will travel to DFW to see the 2026 matches, which begin June 11, according to Visit Dallas. The DFW Metroplex is scheduled to host more global championship matches – nine – than any other market in the country. Teams scheduled to play in DFW represent Algeria, Argentina, Austria, Croatia, England, Ghana, Japan, Jordan, The Netherlands, Panama and Tunisia, and will include a European playoff winner.
New programs
Team DFW is offering three programs through which local small businesses can step on to the “pitch” and take full advantage of soccer fever. Team DFW is offering the programs via a menu approach, meaning that local small businesses can sign up for any or all of them. The team will leverage its marketing and communications expertise in disciplines including sports and event marketing, influencer marketing, public relations and digital marketing to achieve each program’s objectives:
- Program #1: “DFW Goes Global with Pre-Tournament Themed Events.” Team DFW will partner with local restaurants, bars, property management associations and community centers to create and promote themed events based on the teams competing locally.
- Program #2: “Shop Local, Cheer Global.” Team DFW will partner with shopping venues to organize and promote pop-up shops that celebrate the global community through artisan goods, food and music.
- Program #3: “Go for the GOOOOOAAALLLLLL!” Team DFW will partner with local businesses ranging from restaurants to bars to property management associations to host and promote fan fest-style watch parties for the 2026 matches.
“Team DFW aims to leverage its marketing and communications expertise in order to maximize the revenue potential of local small businesses from this historic sporting event,” said John Clendening, founding principal of Clients First and an assistant professor of Advertising & Brand Strategy at the University of North Texas. “Engaging with businesses and enabling them to have the opportunity to engage in soccer championship-related activities will help ensure all of DFW benefits from this once-in-a-lifetime opportunity.
“It is important to note that FIFA, global soccer’s governing body, and the local Dallas Sports Commission are doing an incredible job promoting the FIFA World Cup 2026™. Our efforts are separate, but complementary to their various initiatives.”
