World Cup hype starting to build in Boston, years away from soccer’s best taking the pitch at Gillette Stadium

Boston has ruled the sports world for decades, and in 2026, the sports world comes to Boston.

Though still years away, the hype is mounting for the hub and Gillette Stadium in Foxboro to host at least some matches during the 2026 FIFA World Cup. Boston will be one of 16 host cities across North America drawing an estimated 450,000 global visitors, with a projected net economic impact of up to $500 million.

Leaders involved in bringing the World Cup to Boston and a horde of politicians gathered Thursday at Big Night Live on Causeway Street for the unveiling of the “We Are Boston” brand that will be seen widely before, during and after the month-long soccer extravaganza.

Thursday’s event reminded Patriots and Revolution owner Robert Kraft of when Boston last hosted the men’s FIFA World Cup, in 1994. Kraft, honorary chairman of the 2026 World Cup United Bid Group, said he hopes Gillette Stadium will be the site of at least six matches.

“I go back to ‘94, and the world we are living in now, we need the World Cup more than ever,” Kraft said. “It really, really is special. It will be a wonderful time to celebrate. … We need more things that bring a sense of community together.”

All 16 host cities across the United States, Mexico and Canada worked with a partner agency through FIFA to design unique brands, said Martha J. Sheridan, president and CEO of Meet Boston.

Boston’s brand is based on “the juxtaposition of history and innovation” found in the city, Sheridan said, weaving in the different cultures, waterways and coastline. The use of blue highlights the water, green the parks and yellow “a pop of color,” she said.

Circles of cobblestones, similar to those on the Freedom Trail, mesh with a template of the Zakim Bridge, Sheridan said.

“The beautiful tapestry of nationalities, languages and fan groups will include many thousands of visitors from places like South America, Central America, and of course, Europe,” she said, “but the people of Boston are what will make this event special.”

Though roughly 30 miles from Gillette, Boston will be “alive” for the entire month when the World Cup is played, Sheridan said, with fan fests of all sizes being held in all 23 of the city’s neighborhoods.

The demand for tickets, still ways away from being for sale, will be unlike any other event to be held in the region, said Brian Bilello, president of Boston Soccer 2026 and the Revolution. Boston Soccer 2026 is working with FIFA to ensure there’s local access for tickets, he said.

FIFA also will allow for there to be 10 Boston-area corporate supporters, meaning those businesses will have “comprehensive access” to the matches and to participate in programs geared towards community service, Bilello said.

“We are also thinking about the jobs that will happen around the World Cup, the volunteer opportunities,” he said. “No matter if you get access to tickets, or if you don’t get access to tickets, there will absolutely be a way for everyone to involve themselves in the World Cup.”