February 2026
What brands and cities need to know to show up—and stand out—during the world’s biggest sporting event.
Brand and host city leaders from The Coca-Cola Company, the Dallas Sports Commission and Jackson Spalding unpack the global soccer tournament coming to North America in June 2026 – an event projected to generate $1.5–$2.5 billion in economic impact for Texas alone.
Watch the conversation to learn how organizations can engage employees, connect with Gen Z and Millennial fans, break through as non-sports brands, and stay culturally relevant before, during and after the tournament.
If you missed the live discussion, now’s your chance. Watch the recording and learn how to meet the moment — before it passes.
