Bob Mackin
On the eve of the one-year countdown, officials behind FIFA World Cup 26 tamped down the Vancouver corporate community’s expectations.
In front of Greater Vancouver Board of Trade members on June 10, FIFA vice-president Victor Montagliani, who lives in West Vancouver, suggested local businesses think beyond profit.
“Legacy is not what you receive. It’s what you’re going to give, okay?” Montagliani said at the Fairmont Waterfront. “And this is where I think the business community needs to look at it from that perspective. It’s not what you’re going to get out of this — tickets or whatever — it’s what you are going to give to attach your brand to the biggest sporting event in the history of the world. You’ll never be able to say that again.”
The 48-nation, 16-city tournament kicks off June 11, 2026. B.C. Place is hosting seven matches from June 13-July 7, 2026. The PNE will stage a Fan Festival watch party through the July 19, 2026 final. The NDP government said more than a year ago that hosting could cost taxpayers $581 million. The federal government has not revealed the security budget.
The unofficial beginning of the World Cup festival is also in Vancouver, when FIFA holds its 76th Congress at the Vancouver Convention Centre on April 30. Heads of all 211 members will attend. Montagliani said that is a bigger roster than the United Nations and, in many cases, national soccer leaders are more powerful than their respective heads of government.
Premium tickets on sale
On each table, a card advertising FIFA’s new regional sponsorship program.
Starting at $195,000, packages include “exclusive access to intellectual property rights, tickets, hospitality, FIFA Fan Festival activation merchandise, access to FIFA legends.”
Jessie Adcock, the executive lead of the civic organizing committee, also curbed enthusiasm about tickets. She pointed to the VIP packages for sale and the add-ons to FIFA Club World Cup tickets in the U.S. this month and next. The rest of the tickets will be on sale this fall under a lottery system.
“Oftentimes, I think we compare the Olympics in 2010 to the situation here, and it is not going to be like that,” Adcock cautioned. “I think a lot of folks had access to a lot of tickets that were available, there was a lot of inventory that was able to be shared across partners. In this case, it is going to be quite limited, but that is why we are focusing on the Fan Festival.”
Canada is scheduled to play June 18 and 24, 2026 at B.C. Place. The rest of the teams will become known in December’s tournament draw.
Airbnb comeback?
Vancouver is one of 16 host cities, despite a hotel room shortage. Destination Vancouver CEO Royce Chwin said Metro Vancouver’s inventory of 20,000 rooms could be augmented by a temporary easing of short-term rental restrictions.
Chwin said the NDP B.C. government is being lobbied for a limited exemption “pre, during and slightly post the FIFA games.”
“That’s a live conversation right now, to see what it would look like,” Chwin said.
The NDP minister responsible for FIFA 26, tourism, arts, culture and sport minister Spencer Chandra Herbert did not attend, but sent a video greeting.
Unanswered questions
Board of Trade members were encouraged to pose questions to the featured speakers via the Slido app.
However, CEO Bridgitte Anderson, a former CTV reporter and anchor, did not touch the edgier questions.
Those included:
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How is the City of Vancouver planning to secure venues and fan events in light of recent events?
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How are you ensuring that you having (sic) the workforce in place to execute this series of events?
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How is the City or [Business Improvement Association] going to help ensure the FIFA benefits small and diverse downtown businesses, while minimizing risks like access issues or disruptions?
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Will we see the marketing and promotions increase now that we are under a year? The build up has been underwhelming all things considered.
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How’s the city planning to manage traffic issues?
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