What the 2026 FIFA World Cup Means for Dunwoody and the Perimeter Area
On January 9, I had the privilege of moderating Leadership Perimeter's annual Perimeter Summit, a program that brings together leaders shaping our region to share insights with residents and business owners across Sandy Springs, Brookhaven, and Dunwoody. This year's focus was timely and exciting: how the 2026 FIFA World Cup will impact our area and how local businesses can capitalize on this once-in-a-generation opportunity. Our panel featured three perspectives essential to understanding this moment: Dan Corso, President of the Atlanta Sports Council; Sherry Jackman, Executive Director of Visit Decatur; and David Abes, owner-operator of Dash Hospitality.
How Atlanta Landed the World Cup
Dan Corso walked us through Atlanta's journey to becoming a host city. It started with a phone call inviting Atlanta to join a North American bid—one that initially included 66 cities. After the bid was awarded to the continent, those cities had to compete to become one of just 16 host locations. Atlanta made the cut.
We'll host eight matches at Mercedes-Benz Stadium (which will be temporarily renamed "Atlanta Stadium" during the tournament due to FIFA sponsorship rules). Most notably, Atlanta was awarded a semifinal match on July 15—the winner advances to the final, while the runner-up heads to the bronze medal match. Those games will be held in New York and Miami, respectively.
Lessons from a Neighboring City
Sherry Jackman shared Decatur's strategic approach to the World Cup. The city is planning activations every single day between June 15 and July 15—watch parties, live music, and community events under the banner "Decatur Watchfest 2026."
Why the investment? Decatur learned from the 1996 Olympics that major sporting events create lasting economic ripple effects. Businesses discovered Decatur during those games and continued investing in the city for years afterward. That's the kind of long-term lift our entire region can experience with the right preparation.
A Local Restaurateur's Playbook
David Abes offered a ground-level perspective from his Dunwoody Village restaurants—Barn, Morty's, and Message in a Bottle. Dash Hospitality has been building toward the World Cup for years through activation events and social media outreach designed to attract visitors from beyond Dunwoody.
Their strategy includes tailoring menu items to match the teams playing in Atlanta. With Spain on the schedule, expect Spanish-inspired dishes and staff prepared to welcome guests in Spanish. It's the kind of thoughtful, hospitality-first approach that can set Dunwoody apart.
The Economic Opportunity
Dan Corso put the potential impact into perspective: each World Cup match is expected to generate economic activity equivalent to—or exceeding—a Super Bowl. While exact figures remain under wraps, the consensus is clear: this event will benefit the Atlanta region for years to come.
Dan also highlighted one of our region's key advantages: more than 10,000 hotel rooms within walking distance of the stadium, plus MARTA connectivity to bring fans from neighboring cities like Dunwoody, Sandy Springs, and Brookhaven directly to the action.
A Word of Caution for Businesses
One important note for local businesses: FIFA strictly protects its brand. Avoid using World Cup logos, names, or branding in any revenue-generating promotions. Instead, follow Decatur's lead and create your own branded activations that celebrate the spirit of the event without infringing on FIFA trademarks.
The 2026 FIFA World Cup represents an extraordinary opportunity for Dunwoody. Whether you're in hospitality, retail, or dining, now is the time to start planning how you'll welcome the world to our community.
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