When the FIFA World Cup 2026 arrives in Atlanta and Fulton County, the matches will command global attention. But for economic development leaders, the world-class event represents something larger: a rare opportunity to translate international visibility into long-term business growth.
For DevelopFulton — the Development Authority of Fulton County — the World Cup is a platform to present the region as a destination not just for fans, but for investors, companies and global partners.
“We serve as the economic development agency for Fulton County, encompassing all 15 cities from Atlanta in the center all the way up to Milton in the north and Palmetto and Chattahoochee Hills in the south and everyone in between,” said DevelopFulton Chairman Kwanza Hall. “Our mandate is to create jobs, grow the tax base and ensure that we have a thriving and dynamic economy in Fulton County.”
A Natural Fit with Global Atlanta’s World Cup Coverage
DevelopFulton has become the presenting sponsor of Global Atlanta’s World Cup Channel to promote that outward-facing mission, seeing Global Atlanta as an important connector in the region’s international ecosystem.
“Global Atlanta’s been a consistent voice for international economic development, culture, arts and just sharing the good news,” Chairman Hall said.
What began years ago as a small local publication has evolved into what he describes as a critical bridge between global audiences and regional opportunity.
“It’s grown to be curator and aggregator of great stories, has helped to facilitate investment, has helped to drive partnership,” he said. “Truly an asset and in the middle of these relationships … our purpose is economic development, and Global Atlanta acts as a vehicle and a voice.”
A Global Showroom for Fulton County
Atlanta’s role as a World Cup host— including matches at Mercedes-Benz Stadium — places Fulton County on a global stage like the one it occupied during the 1996 Summer Olympics, when international attention helped spark investment across the region, according to Chairman Hall.
“The World Cup poses a unique opportunity to bring together global and domestic friends — one we haven’t seen since the 1996 Olympics.”
Following the 1996 Games, international visitors who experienced Atlanta’s hospitality, food and climate firsthand often returned as investors or business partners, helping reshape parts of the city in the years that followed. Chairman Hall said DevelopFulton is preparing to capture similar momentum during the World Cup by clearly presenting the county’s business advantages and growth potential to global audiences.
“The World Cup acts as a global showroom, offering us an opportunity to showcase our hospitality, our amenities, our warm Southern culture as opposed to many other cities that don’t have this great combination.”
From Spectators to Stakeholders
Chairman Hall noted that the economic opportunity extends well beyond the stadium gates. Many visitors will experience Fulton County through its neighborhoods, restaurants, hotels and business corridors rather than from inside match venues.
“Many of the fans and spectators don’t even go inside of the stadium,” he said. “So they will be in and out of our venues, our restaurants, our hotels, our streets, really just celebrating.”
DevelopFulton’s strategy is to support those visitors and turn exposure into engagement.
“During the World Cup, our team will act as a concierge offering to our guests the ability to get through red tape, to have accessibility, to show them things they might not have otherwise been able to see just coming as spectators,” Chairman Hall noted.
The goal, he added, is to be “available, accessible” while ensuring visitors see “the very best in terms of opportunities for investment.”
Fulton County’s pitch, he suggested, remains compellingly simple: “Land is cheap, people are great, food’s phenomenal, culture, hospitality, sport. What else can you ask for?”
Connecting Global Events with Emerging Industries and a Lasting Legacy
Beyond tourism and real estate, Chairman Hall sees the World Cup as a convening moment for future-focused sectors shaping the global economy.
“We are in a unique economy in terms of technology and the proliferation of technology,” he said, pointing to growth in data centers, artificial intelligence and quantum computing.
International gatherings accelerate knowledge-sharing and partnerships, he added.
“I know we have an opportunity to democratize access to technology as we go forward.”
For DevelopFulton, the most important outcomes will unfold long after the final match.
“Our brand is already rising, and I believe after the World Cup it will continue to be a shooting star,” Chairman Hall said, describing Fulton County as “a beacon for those who are coming from around the world to know that they can fly into Atlanta’s airport… and do business here, raise their children here, send their kids to college, retire here.”
A Region Ready to Welcome the World
Fulton County spans 15 cities across metro Atlanta (from south to north): Palmetto, Chattahoochee Hills, Fairburn, Union City, City of South Fulton, College Park, East Point, Hapeville, Atlanta, Sandy Springs, Roswell, Mountain Park, Alpharetta, Milton and Johns Creek.
Together, they are preparing to host an international audience with the energy the region is known for, Chairman Hall said.
“There’s a lot of energy in Atlanta in general,” he said. “We’re lively people here in Fulton County… There’s nothing like Southern Hospitality. We really know how to receive people.”
Asked which World Cup team he’ll be watching most closely, Chairman Hall balanced fandom with global perspective.
“My favorite team is Argentina,” he admitted. “But based on who’s coming to Atlanta, it is between Spain and Saudi Arabia.”
Chairman Hall said DevelopFulton’s message to visitors during the Cup is simple: “To our guests, welcome to Fulton County. We’re so glad to have you. Enjoy yourselves and know there are things you can do here in Fulton you can’t do anywhere else in the world. Look for those things and experience those.”
- Organizations interested in learning more about investment, partnerships or Fulton County’s economic development initiatives can connect directly with DevelopFulton to start the conversation.
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DevelopFulton is the presenting sponsor of Global Atlanta's World Cup Channel.
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