Broaden the Benefit

Large-scale murals downtown will celebrate Seattle’s diversity and soccer spirit. Led by local artists, the installations will transform building facades and public spaces into vibrant visual landmarks welcoming visitors to the World Cup.

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Artists statewide are invited to submit original works celebrating Black freedom, resilience, and creativity. The winning design will be showcased during Seattle’s Juneteenth celebrations and throughout the World Cup cultural program.

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SeattleFWC26 is proud to announce the finalists for the Pride Match Design Contest, celebrating creativity, inclusion, and the vibrant spirit of Seattle’s LGBTQ+ community. Three outstanding local artists were selected for their original poster designs capturing the themes of unity, pride, and the power of sport to bring people together.

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SeattleFWC26, in partnership with the Seattle Metropolitan Chamber of Commerce, is creating a free Small Business Megaevent Playbook to help local enterprises make the most of the World Cup’s economic and cultural opportunities. The digital guide will provide practical tools, planning checklists, and real-world examples to help small businesses prepare for increased visitors and global visibility.

The Playbook includes insights on customer readiness, inclusive signage, marketing and storytelling opportunities, accessibility best practices, and neighborhood coordination, ensuring businesses statewide are ready to welcome the world.

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SeattleFWC26 has launched a liaison network connecting the Stadium District neighborhoods—Pioneer Square, the Chinatown-International District, and SODO—with World Cup planners. These community liaisons share information, gather feedback, and help ensure local residents, small businesses, and service providers are prepared for event operations and opportunities during 2026.

SeattleFWC26’s Small Business Readiness Initiative is about ensuring that every neighborhood, business, and community has the opportunity to participate in—and profit from—the world’s biggest sporting event.

From Capitol Hill to SODO, from Spokane to the coast, this program helps extend the benefits of the World Cup far beyond the stadium—creating a legacy of connection, creativity, and community resilience.

As one of SeattleFWC26’s core Legacy initiatives and a featured experience in the SEA&WIN app, the Unity Loop uses this moment of global focus to make lasting progress on local priorities—creating new ways to explore, connect, and broaden the benefit of the World Cup for years to come.

SEA&WIN is designed to extend the impact of the World Cup beyond the stadium, guiding players to explore small businesses, cultural landmarks, and community spaces across the state.

Through play, learning, and exploration, SEA&WIN helps ensure that the benefits of hosting the World Cup are shared widely—by every neighborhood and every fan.

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