As Seattle gears up to host FIFA World Cup matches for the first time in 2026, excitement among Washingtonians is palpable. In our most recent DHM Panel survey, we gauged Washington residents’ awareness and opinions of Seattle’s role as a host city, as well as its readiness to engage with World Cup events. We also oversampled King County residents to dig in on how locals feel about the World Cup. We partnered with Quinn Thomas to share some takeaways and considerations for sponsors, organizers, local government, and those with a role to play in making this international event a success.
Across Washington, people are excited about Seattle hosting the World Cup
Nearly 9 in 10 Washington residents view Seattle hosting World Cup matches positively, with 57% of King County residents expressing strong enthusiasm. In King County, across age groups, income brackets, and political parties, more than three quarters of residents view host status as a positive opportunity for the city.
While enthusiasm runs high, there is still an opportunity to get the word out. Although awareness of Seattle hosting World Cup matches is relatively high in King County at 65%, only 50% of residents statewide know about Seattle’s role in the 2026 World Cup.
Economic, reputational, and cultural benefits outweigh temporary inconveniences
Around 80% of residents believe that hosting World Cup matches in the region will positively impact the economy and Washington’s national reputation. This sentiment is especially high in King, Pierce, and Snohomish Counties (85%).
When asked directly to weigh the benefits of hosting an event like the World Cup against the temporary inconveniences that come with such an event, 84% of King County residents (77% statewide) believe that the economic and cultural benefits outweigh any temporary inconveniences such as traffic, large crowds, and other disruptions caused by major events. For those eager to increase excitement and engagement among the public, this widespread enthusiasm clearly signals an opportunity to boost local pride and inclusivity as the countdown continues.
As residents across the state are broadly supportive of Seattle hosting the World Cup, we also explored their interest in actually attending matches. In King County, 45% of residents say they plan to attend a World Cup match. Statewide, interest is somewhat lower at 31%, but still notable, especially considering that only 65% of King County residents and 60% of statewide residents identify as sports fans.
Among those who don’t plan to attend or are unlikely to go to a match, the most cited barrier, aside from not being sports fans, is affordability. With growing concerns surrounding the rising cost of living in Washington and across the country, combined with the high price of World Cup tickets, this is an understandable barrier.
Addressing affordability for lower-income and younger audiences could go a long way for potential sponsors. It also indicates that there will likely be a strong appetite for World Cup adjacent events during the timeframe when Seattle is hosting matches in 2026.
The World Cup is an opportunity for the City of Seattle
Washingtonians trust the region’s ability to host an event like the World Cup. At least 77% of King County residents say that Lumen Field and the surrounding area (74% statewide) are ready to handle such an event, as well as local service and hospitality industries (78% vs 75% statewide).
As residents demonstrate a high degree of confidence heading into the World Cup, transportation and public safety are the top areas for potential improvements. Perceptions of readiness are lower for transportation and public safety systems: 31% think transportation is unprepared (vs 27% statewide), and 25% worry about public safety (vs 26% statewide). How well these systems perform will influence not only visitors’ experiences but also how full-time residents view the event.
Interestingly, 45% of King County residents believe that the City of Seattle is mainly responsible for the success or failure of the World Cup matches, while FIFA is regarded as a secondary actor at 14%. This pattern is similar across the state, with 41% attributing responsibility to the City of Seattle, 19% to the State of Washington, and 14% to FIFA. This emphasizes the significant expectations placed on local government and community stakeholders and underscores the importance of cross-sector collaboration.
The World Cup presents an extraordinary opportunity for Seattle and Washington residents. Fans eagerly anticipate the influx of diverse visitors and the chance to witness world-class soccer in their own backyard as the city looks forward to showcasing its culture and hospitality on a global stage.
Here are some takeaways for communicators and organizers as the countdown continues:
1. Lean into the energy.
The World Cup is a rare chance to bring people together in a unifying, celebratory moment for our region. Brands and organizations have an opportunity to be part of the story in a way that feels natural and meaningful. Look for the authentic stories, like healthcare workers stepping up behind the scenes, or employees and customers rallying behind teams from their home countries. Think about how to collaborate, not just promote.
2. Make the moment feel accessible to everyone.
Our data clearly shows that everyone wants to be part of this experience, even if they can’t attend a match. Sponsors and partners have a real opportunity to bridge that gap. Especially in Seattle, there’s a strong sensitivity to the economic divide that events like this can highlight. There’s momentum and excitement already that we can build on by finding creative ways to include those who might otherwise be left out.
3. Communicate early, clearly, and often.
With so much attention on the World Cup, it’s going to impact all of us in one way or another, whether you’re commuting to work, heading to a doctor’s appointment, or visiting Seattle for the first time. That means we’ll need consistent, multichannel communication to help people navigate things like transit changes, safety info, and where to go for help. Employers, especially downtown, will play an important role in keeping their teams informed. And just as important: there must be a strong, integrated crisis plan in place in case unexpected issues arise.
Communicators and stakeholders can leverage these insights to maximize the benefits of hosting the World Cup and meet the high expectations of residents across the state. We’re looking forward to seeing how the excitement unfolds ahead of summer 2026!