Visit Santa Cruz County is coordinating with a consortium of chambers of commerce, business organizations, local government representatives, and parks and recreation staff — a group known as “The Huddle” — to support local businesses as the Bay Area prepares to host six World Cup matches at Levi’s Stadium in 2026.
Momentum for the effort increased after the final tournament draw on Dec. 5 in Washington, D.C., which set the group-stage matchups for the 48-team competition hosted by the United States, Mexico and Canada.
Visit Santa Cruz County staff attended a live telecast of the draw at San Francisco’s Chase Center as Bay Area destination representatives, sponsors and stakeholders learned the match schedule for the Santa Clara venue.
Qatar and Switzerland will open the slate of games at Levi’s Stadium on June 13, 2026. Other matches include Austria vs. Jordan on June 16; a playoff winner vs. Paraguay on June 19; Jordan vs. Algeria on June 22; Paraguay vs. Australia on June 25; and a Round of 32 matchup on July 1.
The Bay Area is one of 16 host sites in North America. Levi’s Stadium will stage five group-stage games and one Round of 32 match. The U.S. Travel Association estimates 6 million visitors will attend games nationwide, with tens of thousands expected in the Bay Area.
Visit Santa Cruz County plans to use the region’s proximity — about 35 miles from the stadium — and Santa Cruz County’s appeal to draw soccer fans to local hotels, restaurants and attractions.
The agency has launched KickOffSantaCruz.com, a soccer-specific website offering lodging options, dining information and things to do for visitors traveling to the area.
The goal is to boost tourism through hotel bookings, curated experiences and special events tied to the tournament, expanding economic opportunities for local businesses and encouraging community engagement.
Visit Santa Cruz County has also produced a “Kickoff Santa Cruz” logo and tagline for businesses and organizations to use for merchandise and promotional activities, including linking to the microsite.
Local businesses and organizations can submit event information and access “Kickoff Santa Cruz” marketing materials through Visit Santa Cruz County.
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Visit Santa Cruz County is a private, nonprofit organization that promotes Santa Cruz County as a visitor, conference and film destination.
TOP PHOTO: Levi Stadium • Pexels | Robert Hernandez Villalta