FIFA World Cup™ Is Coming to Atlanta — What You Need to Do Now

Atlanta is preparing for one of the largest global events the city has ever hosted — the FIFA World Cup™ — and the message coming out of the Atlanta Beltline’s recent 4th Quarter Briefing was clear:
small businesses must start preparing now. 

Atlanta will host 8 World Cup matches and welcome an estimated 300,000+ visitors. In preparation, the Atlanta Beltline will complete 17 miles of continuous paved trail, connecting communities, increasing foot traffic, and creating unprecedented opportunities for engagement, commerce, and cultural exchange across the city.

This is not just about sports.
It’s about economic activation, culture, and community.

Why the Southside — Matters

At the briefing, Clyde Higgs, President & CEO of Atlanta Beltline, Inc., shared that major World Cup activations are intentionally anchored on the Southside, with Pittsburgh Yards serving as a key location.

The reason is simple and powerful:
to elevate a true Atlanta experience.

What This Means for Businesses

Pittsburgh Yards will play a critical role in Beltline-wide World Cup programming, including serving as an anchor site for major activations.

Key highlights:

• The Container Courtyard at Pittsburgh Yards will be one of four Atlanta Beltline Marketplace locations activating during the World Cup

• Businesses in the Container Courtyard will be on the frontlines of visitor engagement, pop-ups, and cultural activations

• Pittsburgh Yards will anchor the Atlanta Beltline Fest, a trail-wide, multi-weekend celebration

• Events will span the Eastside, Southside, and Westside Trails, creating a 17-mile festival experience

• Food, music, arts, culture, and local vendors will be central to the programming

For businesses at Pittsburgh Yards, this represents real opportunity — but only for those who prepare.

What Small Businesses Should Do Now

Preparation is not optional. The businesses that benefit most from this moment will be the ones who take action early.

1. Visit the Beltline FIFA World Cup™ Information Hub

👉 https://beltline.org/fifa-world-cup/

This hub will serve as the digital gateway to the Beltline World Cup experience. It includes:

• Live event listings

• Dining, arts, and recreation information

• Resources for residents, visitors, and small businesses

• Updates as new opportunities are announced

This should be your first stop.

2. Download the Business Readiness Toolkit & Activation Playbook

Available directly from the Beltline website homepage, this toolkit helps businesses:

• Stay compliant

• Understand World Cup-related opportunities

• Learn how to plan events and activations

• Prepare for increased foot traffic and visitors

• Position themselves for visibility and success

This resource was created specifically to help small businesses navigate what’s coming.

3. Apply for the Small Business Readiness Program

The Atlanta Beltline is offering a Small Business Readiness Program, including a Business Accelerator with coaching and support.

• The next cohort begins January 12

• Designed to help businesses strengthen operations and prepare for the World Cup

• Ideal for businesses looking to scale responsibly and sustainably

If you’ve been waiting for the right moment to get support — this is it.

4. Start Planning Activations Early

Businesses interested in:

• Hosting pop-ups

• Participating in festivals

• Creating special events

• Hosting viewing parties

must begin planning now.

Important note: FIFA viewing parties require a license.
Applications will open next year, and only licensed businesses will be permitted to host official viewing events.

A Global Moment, Right Here at Pittsburgh Yards

Teams coming to Atlanta include:
Spain, Morocco, Cabo Verde, Uzbekistan, Saudi Arabia, Haiti, and South Africa.

That means global visitors, global culture, and global attention — all intersecting with local businesses and communities along the Atlanta Beltline. Pittsburgh Yards is proud to be part of this moment — and even more proud to help ensure that local businesses are ready, visible, and positioned to benefit.

The Bottom Line

This is a moment to:

• Prepare

• Position

• Participate

If you are a business in Atlanta, now is the time to start.

Visit the information hub.
Download the toolkit.
Apply for the programs/Start planning now.