Panel at Perimeter Summit offers advice on promotions during Atlanta’s FIFA World Cup events

Attendees at the Jan. 8 Leadership Perimeter Summit meeting were given an insider look at the upcoming FIFA World Cup matches in Atlanta and heard advice on how to effectively leverage the event for maximum results.

Atlanta takes the global stage as one of 16 North American host cities for the FIFA World Cup semifinals starting in June, with eight matches, including five group stage games, a Round of 32 match, a Round of 16 match, and one of the tournament’s semifinals.

A panel moderated by Discover Dunwoody Chief Marketing and Operating Officer Mark Galvin, included Dan Corso, the executive director of the Atlanta Sports Council, David Abes of Dash Hospitality, and Sherry Jackman, the executive director of Visit Decatur. The trio, at a meeting held at Dunwoody Baptist Church, shared global and local insights into how businesses can leverage the notoriety around the World Cup festivities into local revenue.

History of FIFA in Atlanta

Corso said Atlanta is one of only two cities in the United States, along with Los Angeles, to have hosted both FIFA World Cup matches as well as the Olympics.

FIFA officials came to Atlanta in 1994 on a similar mission, but at the time, there were no grass stadiums with enough seating to accommodate the competition, Corso said. And although Atlanta scored some matches for the 2026 event, it did not qualify as a venue for the finals because Mercedes-Benz Stadium doesn’t meet the mandated 80,000-seat capacity.

“Eight matches were more than we expected,” Corso said. “But we just weren’t quite there [to reach the 80,000-seat mandate].”

Mercedes-Benz can hold 71,000 for NFL games, and more than 75,000 for large events, like soccer matches and concerts.

Economic impact on local communities

Corso estimated the economic impact of hosting the FIFA matches could exceed $500 million across the region, and possibly more, as the event runs for multiple days, rather than a single-day event like the NFL Super Bowl.

Jackman said Visit Decatur has been focusing on how to promote area events without infringing on the stringent ban that FIFA places on using its name or logo.

“We are very conscious not to infringe on the FIFA rules, while scheduling events every day in Decatur,” she said. “We see this not as a money-maker, but an investment in our future. We want people to know that there’s a lot to do, not only in Atlanta, but in Georgia.”

Decatur will kick off its 34-day celebration with a concert by Big Boi of OutKast fame, and conclude with a concert by Decatur-based Indigo Girls. All the events will be ticketed, but free to the public, she said.

Abes said he believes that his Funwoody complex of restaurants, all of which face a large courtyard equipped with a large-screen television, already has the elements in place to attract FIFA fans.

“I’m very excited about the games that will be out of town, because we can capitalize on what we already have – a place that’s energetic and fun,” he said. “We just have to be focused on consistency and the product that we already have out there.”

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Abes said the restaurants in the Funwoody complex, which includes Barn{n}, Morty’s Meat Supply, Message in a Bottle, and the recently added Good Vibes Ice Cream Shop, will tweak their menus to include food and beverages familiar to the competing country team fans.

Stringent FIFA rules

Corso said FIFA has extremely strict rules about the use of its logo and associated images. For example, during the World Cup, Mercedes-Benz stadium will be known only as Atlanta Stadium, and its logo will be covered completely.

“They are very protective of their partners,” Corso said. “For example, we developed a poster using all the guidelines, but it was rejected because we had a tiny plane in the background, and it was not the colors of Qatar Airways, which is their partner.”

Restaurants and bars having watch parties are forbidden from using FIFA’s name, likeness and image.

“It’s important for everyone to find a way to enjoy the games and promote their businesses, but respect the rules,” Corso said.

Awards given to alumni

In other business, the group awarded three graduates with the Carolyn Axt Alumni Award – Sherwin Nelson Clemons (’14), Dr. Melody Kelley (’22), and Dr. Michael Stewart (’17).

Clemons, a small business owner, serves on the Sandy Springs Planning Commission and the Sandy Springs Foundation. Kelley, an educator, is the District 2 representative on the Sandy Springs City Council. Stewart, an orthodontist, serves on the Sandy Springs Board of Trustees.

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