Atlanta mayor announces initiatives to help boost small businesses during the World Cup 

Atlanta mayor Andre Dickens, Invest Atlanta President and CEO Dr. Eloisa Klementich, Central Atlanta Progress President A.J. Robinson, and Showcase Atlanta Interim Executive Director Lamar Stewart held a joint press conference on Feb. 3 to discuss how small businesses can benefit from the 2026 FIFA World Cup this summer.

Atlanta will host eight World Cup matches, including a semifinal, between June 11 and July 19. Matches held at Mercedes-Benz Stadium will feature the countries of Cape Verde, Haiti, Morocco, Saudi Arabia, Spain, and Uzbekistan.

The influx of soccer fans expected provides a unique economic opportunity for Atlanta’s small businesses, if owners and operators collaborate with the city in preparedness efforts ahead of the World Cup.

As Atlanta continues attracting events like the World Cup and the Super Bowl in 2028, Dickens said he wants to ensure that Atlanta’s local business community isn’t sidelined.

“I want to see what [businesses] do [for the World Cup] happens with Atlanta and not to Atlanta,” Dickens said. “That belief led to the creation of Showcase Atlanta. One of our city’s greatest strengths – both culturally and economically – is our small business community … and Atlanta is known for fostering an environment for small businesses to thrive.”

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For instance, Showcase Atlanta’s Marketing Grant Program will provide grants up to $5,000 to eligible businesses in the Downtown and Castleberry Hill neighborhoods near the stadium. These grants are aimed at increasing visibility and customer engagement during large-scale events hosted in Atlanta. Eligible local, small businesses must be located within the city and have a city occupational tax certificate.

Dickens also announced Showcase Atlanta’s Youth Entrepreneurship Accelerator for residents under the age of 21. The accelerator will offer a select number of entrepreneurs a special youth vendor license to help them fund and sell their goods during this summer’s World Cup.

“We will support these young people with tailored training on how to form a legal business, obtain a vendor license, participate in high visibility marketplaces across the city, and provide pathways to vend at designed city events,” said Dickens.

Klementich then announced Invest Atlanta’s Business Readiness Loan Fund, which provides loans ranging from $5,000 to $15,000 and a 5 perfect match. Loans mature up to three years, with payments beginning in August.

“The idea here is that businesses will have the opportunity to prepare for these big events, then make all of the money that they need, and eventually start paying these [loans] back,” Klementich said.

She expects between 50 to 100 businesses will be approved, depending on the amount each is asking for from Invest Atlanta. Klementich encouraged entrepreneurs to contact Invest Atlanta about the other 11 financial assistance programs the organization offers.

“We’re excited about what we’re able to do working with small businesses and ensuring that they continue their success today, and in the future,” Klementich added. “More importantly, we want to set a trend about how Atlanta supports our small businesses and their success in participating in big events.”

Robinson of Central Atlanta Progress followed Klementich, discussing the Downtown Pop-Up Opportunity Fund. Along with Invest Atlanta and the East Side and West Side Tax Allocation Districts, the grants will benefit eligible Downtown landlords and businesses that aim to improve and occupy vacant retail storefronts.

“The grants are targeted to physical improvements for tenant spaces with potential for near term occupancy. The fund is not only a business opportunity for landlords and their tenants, but also an investment and an enlightening and enriching the Downtown experience,” Robinson said. “Active occupied retail storefronts are a critical component to the walkable, safe, engaging environment that all of us are focused on in delivering in the city center.”

Finally, Stewart of Showcase Atlanta discussed the organization’s Small Business Reserves funding and the new Small Business Readiness online platform.

“Registered small businesses can access a free online platform to take a quick assessment, and then business owners will receive a personalized curriculum, complete with trainings, tools, and resources designed to help them be ready for the [World Cup],” Stewart said. “Additionally, completing the curriculum will open up additional pathways to funding.”

Showcase Atlanta and the Atlanta Department of Labor and Employment Services will host a two-day workforce expo at the Georgia World Congress Center, March 5-6, to connect employees with job seekers looking for part-time, full-time, and seasonal work.

“We’ll be offering resume assistance, onsite professional headshots, and through our partners, access to business clothing closets before the event for those who may need a little extra support, because opportunity should never limit access,” Stewart said.

Before taking questions, Dickens added that these economic opportunities can be layered. While the loans aren’t huge, the funds are substantial enough to help make minor improvements, including purchasing new uniforms for staff and giving businesses a fresh coat of paint.

Local restaurant owner Richard Tang asked Dickens about the city’s plans for expediting special licenses, permits, and other documents for businesses that want to pop up or operate within downtown Atlanta and around the city during the World Cup.

Dickens referred Tang to Stewart and Robinson for more details.

When asked how Showcase Atlanta will share upcoming World Cup development news with underserved communities, Stewart said the organization is utilizing media events, like the Feb. 3 press conference, to relay information to residents via local news outlets.

As for how Dickens and the city will handle the federal government’s recent immigration enforcement policies and actions by U.S. Immigration and Customs Enforcement (ICE) agents, the mayor called the situation “unsettling.”

Dickens said the city of Atlanta hopes that ICE will have a small presence during the 2026 World Cup. However, if that isn’t the case, he promised to give businesses and citizens a heads up, along with ample information about what to expect and how to maintain their rights. 

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