SUGAR LAND, Texas — Hundreds of soccer fans gathered at Sugar Land Town Square on June 4 for the opening of the first official FIFA World Cup retail store, less than a week before the start of the 2026 FIFA World Cup.
Fans from across the Houston region attended the grand opening to purchase tournament merchandise ahead of the competition, which will include seven matches at NRG Stadium in Houston.
Among those in attendance were Anousha Lakhani and Shilen Patel, who said they had secured tickets to four World Cup matches and traveled from Harris County to visit the store.
“We grew up in the U.S., but we were born abroad,” Patel said. “A lot of immigrants grew up watching soccer, and so this has always been a part of the culture. To have it back in the U.S. after so long is really exciting.”
Sugar Land officials said they expect thousands of visitors each day for World Cup-related activities, including the retail store and eight public viewing parties scheduled near the venue.
Alison Brooks, a representative of Sugar Land’s tourism office, said the city invested $2.5 million to become the only official partner of the FIFA World Cup Houston Host Committee.
“We invested $2.5 million to be a partner with the host city,” Brooks said. “For us, it was about not sitting on the sidelines.”
The city funded the partnership through its hotel occupancy tax fund and two economic development entities, the Sugar Land Development Corporation and the Sugar Land 4B Corporation.
Brooks said officials have not yet estimated the total economic impact of the city’s World Cup-related events but expect increased spending to benefit local businesses and generate additional sales and hotel occupancy tax revenue.
According to an Airbnb report, an estimated 181,000 visitors are expected to stay in short-term rental accommodations during Houston’s seven World Cup matches.
A 2025 report by FIFA and the World Trade Organization projected that the tournament would generate approximately $47 billion in economic activity across the United States and Mexico. Houston-based commercial real estate firm Partners estimated that Houston’s seven matches could generate more than $1.5 billion in economic activity and attract about 500,000 visitors.
Sugar Land Mayor Carol McCutcheon attended the store’s opening and said the event marked the city’s participation in the global tournament.
“This ribbon-cutting represents more than a retail experience,” McCutcheon said. “It reflects the continued momentum of our city as we prepare to welcome the energy and global excitement of the FIFA World Cup 2026.”
Lakhani said local communities have an opportunity to welcome international visitors during the tournament.
“Having an international crowd come here and actually be able to enjoy the games but also feel safe and welcomed is going to be critical,” she said.
