{"id":54,"date":"2026-05-06T21:31:16","date_gmt":"2026-05-06T21:31:16","guid":{"rendered":"https:\/\/dallasrelocationhubs.com\/?p=54"},"modified":"2026-05-06T21:31:16","modified_gmt":"2026-05-06T21:31:16","slug":"frisco-business-owners-prepare-for-influx-of-international-visitors-during-world-cup","status":"publish","type":"post","link":"https:\/\/dallasrelocationhubs.com\/?p=54","title":{"rendered":"Frisco business owners prepare for influx of international visitors during World Cup"},"content":{"rendered":"
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Frisco, which has branded itself “Sports City USA,\u201d will live up to that name this summer, serving as a FIFA World Cup base camp for the Swedish Men\u2019s National Team. The team will practice at Toyota Stadium and stay at the Westin Dallas Stonebriar. The city is gearing up to show fans from Sweden a taste of Southern hospitality.\u202f\u00a0<\/p>

Read more Security tops Dallas World Cup costs, with city seeking federal funds to offset expenses<\/a><\/p><\/div>

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Sweden is slated to play Japan on June 25 in Arlington. The stadium there will also host eight other matches that are expected to bring thousands of fans from Japan, the Netherlands, Argentina and other countries to the Dallas area and generate up to $2 billion in economic impact.\u202f\u00a0<\/p><\/div>

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\u201cThis is not a Super Bowl. This is a Super Bowl on steroids and we’re hosting nine of them in this market,\u201d Djorn Buchholz, executive director of the National Soccer Hall of Fame at Toyota Stadium, said Tuesday morning. He was a panelist at an event hosted by the Frisco Chamber of Commerce about how local business owners can welcome international visitors.\u202f\u202f\u00a0<\/p><\/div>

Buchholz, who will serve as a FIFA liaison overseeing operations at Toyota Stadium, said the stadium will be on lockdown during Sweden\u2019s training sessions. Workers will spend about six hours setting up players\u2019 gear and walking the pitch in preparation for the team\u2019s 90-minute practices. Buchholz expects the team to open one practice session up to the public.\u202f\u00a0<\/p><\/div>

Panelist Josh Dill, assistant executive director for Visit Frisco, the city\u2019s tourism arm, said visitors and Frisco residents can still be involved throughout the tournament. The city will livestream 97 out of the tournament\u2019s 104 matches at Simpson Plaza in front of Frisco City Hall thanks to a special agreement between FC Dallas, the Major League Soccer team headquartered in Frisco, and FIFA.\u202f\u00a0<\/p><\/div>

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Tickets for these watch parties will be free and available to anyone,\u00a0but Frisco residents will get first dibs. Dill expects up to 2,000 attendees at each watch party, which should draw people to patronize businesses in Frisco Square and the nearby Rail District.\u202f\u00a0<\/p><\/div>

Buchholz encouraged business owners to make sure their staff members are welcoming and their stores are easy to navigate for visitors who may not be fluent in English.\u202f\u00a0<\/p><\/div>

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\u201cThat is something that translates across all languages, all nationalities,\u201d Buchholz said.\u202f\u00a0<\/p>

Read more What we know about the shooting that killed two at Carrollton\u2019s K Towne Plaza<\/a><\/p><\/div>

Dill urged business owners to give visitors a taste of Texas culture and said they should get used to seeing international tourists as the city prepares to host the\u00a0PGA Championship next year.\u202f\u00a0<\/p><\/div>

He is also hopeful the city may be involved in the 2031 FIFA Women\u2019s World Cup, which the United States is currently making a joint bid to host with three other countries. When the renovation of Toyota Stadium is completed in 2028, it will have about 10% more seating and be able to host matches from the group stage to quarterfinals, Dill said.\u202f\u00a0<\/p><\/div>

Business owners at the event had different takeaways on how they will be adapting for World Cup visitors.\u00a0<\/p><\/div>

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