Houston 2026 World Cup Bid Committee and Host Committee

The Challenge

Secure hosting rights for the city of Houston for the 2026 FIFA World Cup ™.

In 2021, JTA began working with the Houston 2026 World Cup Bid Committee to support the city of Houston with its goal to host matches for the 2026 FIFA World Cup. Houston was one of 17 US bid cities in a competitive race to earn the hosting rights for the world’s largest sporting event.

Our Strategy

Develop a comprehensive international campaign to showcase Houston as a world-class sports destination.

JTA helped develop and implement an international communications strategy. JTA supported Houston 2026 across all communications, including national and international news generation, media training, media monitoring, issues management, social media consultancy, visual identity and website design.

JTA drafted materials and secured opportunities for Houston 2026 leadership, including one-on-one interviews, podcasts and speaking engagements.

Centred around the “Spirit of Houston,” JTA leveraged support from Houston’s local leaders, athletes, influencers and others to support the campaign and endorse Houston’s host capabilities. JTA supported Houston 2026 with several activations during the bid process, including the unveiling of a historic mural, the launch of the Soccer Innovation Institute, announcing grassroots soccer programmes and building media buzz for the Art of Soccer campaign.

The Outcome

Houston was named a host city for the 2026 FIFA World Cup.

Houston 2026 received hundreds of pieces of positive national and international media coverage throughout the bid process. In June 2022, Houston was named one of the 11 US host cities for the 2026 FIFA World Cup. Houston 2026 has now established the official Host Committee for the 2026 FIFA World Cup and JTA continues to support Houston 2026 and the Harris County – Houston Sports Authority with international communications and public relations on an as-needed basis.