The Last Word: FC Dallas President Dan Hunt on the World Cup Coming Back to Dallas

We are Dallas. We are excited. We are ready to show the world how we will flourish on the international stage.”

Dan Hunt
FC Dallas
.…on the FIFA World Cup returning to Dallas in 2026 and the unveiling of the Dallas branding for it, via NBC DFW.

The next World Cup is still three years away, but soccer fans in North Texas were already buzzing like crazy today. That roar you might have heard at the AT&T Discovery Center in downtown Dallas or the The Star’s Tostitos Plaza in Frisco coincided with the official unveiling of the FIFA World Cup 2026 Dallas logo and branding.

The 2026 World Cup will be played in 16 cities in the U.S., Canada, and Mexico. Several matches are slated to be held at AT&T Stadium in Arlington, with lots of events accompanying them across Dallas-Fort Worth.

“We are three years away from the return of the FIFA World Cup to North Texas,” Hunt told NBC DFW. “The #WeAreDallas brand launch continues the legacy of Dallas’ involvement with the greatest sporting event in the world.”

Today’s downtown Dallas unveiling featured Hunt along with Dallas Cowboys EVP and Chief Brand Officer Charlotte Jones and Dallas Sports Commission Executive Director Monica Paul. The branding was launched with help from 15 North Texas youth soccer players decked out in freshly branded World Cup wear. 

“The #WeAreDallas brand launch is a milestone moment for the City of Dallas as the excitement and anticipation continues to grow for FIFA World Cup 2026,” Paul told NBC DFW. “Every #WeAreDallas benchmark that follows will allow our region to shine in the global spotlight as we continue the march to 2026.”

Tweet announcing the new branding for FIFA World Cup 2026 Dallas [Image: FIFA]

For more of who said what about all things North Texas, check out Every Last Word.

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