As the 2026 FIFA World Cup approaches, residents of North Texas are beginning to see the vibrant branding associated with the event pop up across the region. Over the next few weeks, signage and promotional materials for the tournament will become increasingly visible, creating an exciting atmosphere as the kickoff date draws near.
In anticipation of the World Cup, numerous locations that will host FIFA events are already adorned with colorful logos and decorations. The Kay Bailey Hutchinson Convention Center, set to house the International Broadcast Center, prominently displays World Cup branding on its exterior. Meanwhile, in Arlington, where nine matches will occur, pole signs lining the entertainment district are being installed, with even more set to appear by June 1, as stated by the North Texas FIFA World Cup Organizing Committee.
Construction on the FIFA Fan Fest at Fair Park is progressing rapidly, as seen in recent aerial footage. This fan zone is expected to be a central hub for soccer enthusiasts throughout the tournament.
Among the local businesses getting into the World Cup spirit is Peticolas Brewing Company, located in Dallas’ Design District. The brewery has transformed its tap room with soccer-themed artwork, curated by owner Michael Peticolas and featuring photography by Brazilian artist Marcelo Guelber. Peticolas expressed his enthusiasm for combining his passions for soccer and brewing, stating, “Soccer is a passion and beer is a passion, and I’ve combined those things.”
Peticolas Brewing will unveil a selection of World Cup-themed beers, including creative names such as Melee In The USA and TKO in Mexico, along with a third brew yet to be announced. Peticolas noted that preparations for this event began years in advance, emphasizing the brewery’s commitment to being a prime destination for fans. “This is going to be one of them. Don’t miss it,” he encouraged.
The excitement continues to build as the 2026 FIFA World Cup is set to commence on June 11. The first match in North Texas will feature Japan facing off against the Netherlands on June 14 at Dallas Stadium.
