SEATTLE — From my first visit as an adult, I was absolutely smitten with this city with snow-capped mountains and glistening bodies of water visible on all sides.
The decision to move here when my wife was accepted to Seattle University was probably one of the easiest and most fortuitous choices I’ve ever made. I loved the city’s topography, how people went outside no matter the weather and even the weather itself. I would often feel as if I was living someplace I would have chosen to vacation.
But it was soccer that made me feel like part of the city myself, like I had found my new home. I’ve often talked about how watching the Sounders win their first U.S. Open Cup at the George & Dragon was my first real introduction to the team. A few months later, I started working at Sounder at Heart. That summer, I experienced my first World Cup in Seattle. We showed up to a bar at 6 AM to get a spot for the USA-England match, and barely even got in. Bars all over town were packed, even when the USA wasn’t playing.
It was then that I started imagining what it would be like for the World Cup to actually come here.
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Although the United States’ 4–1 loss to Belgium on Monday wasn’t exactly the way I wanted it to end, I can safely say the Seattle World Cup experience exceeded even my lofty dreams.
Picking one highlight from the six games is almost impossible as every game surprised me in different ways. In the immediate buildup to this tournament, the shine had seemingly started to wear off. Actually getting the World Cup was feeling like a pyrrhic victory, one of those “careful what you wish for” achievements. All anyone could talk about was ticket prices and corruption. Empty seats and unsold hotel rooms felt inevitable. I believed the mood and narratives would change once the soccer actually started being played, but my expectations had been massively re-set.
Once the games began, I immediately realized just how powerful the World Cup can be, especially in a setting like this. The crowd for Egypt-Belgium – Seattle’s first-ever World Cup match – was a near sellout, and it was then that I appreciated the power of the diaspora. I saw Egypt fans with tears in their eyes as they saw their compatriots gathered by the Great Wheel. Their march to the match was pure joy, filled with chants, giant flags and pharoah costumes. The match, itself, was a bit underwhelming – a 1–1 tie – but everyone seemed so happy. That set a standard that was probably exceeded in each game.
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The Bosnia & Herzegovina fan march was genuinely awe-inspiring, as it seemed to go on forever. I swear there were 40,000 people wearing BiH’s blue, yellow and white and they were all singing ‘Ljiljani’ once it was over. The atmosphere for Iran-Egypt was absolutely electric, and I honestly felt like the stadium might explode when Iran scored what seemed to be a late game-winner only for VAR to overturn it.
My favorite memories from this tournament, though, will likely be tied to the way Seattle really came alive for the two USA matches. To see an American downtown flooded with soccer fans is not something I ever thought I’d see, and for it to happen twice in my hometown only made it more special.
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For the Australia match, I came into downtown from my home in Wallingford on a rental bike, traveling along the newly refurbished waterfront before 8 AM. There were already massive crowds gathered.
For this match, I chose to arrive on the Link Light Rail. It was the first time I used it to get to one of the World Cup games, but I wanted to experience what it was like to emerge from Pioneer Square station with hundreds of thousands of others.
Three hours before kickoff, Occidental Square was already packed as thousands of people watched the final moments of Spain-Portugal on the Brick Park big screen. Virtually every bar was already at capacity, with lines snaking out the doors. Inside the stadium, the north pavilion was already teaming with activity and lines to get into the various pro shops snaking through the concourse.
A short while later, I caught up to the USA march to the match. Led by horse-riding Civil War re-enactors, the march took 20 minutes to pass through the intersection of 1st and Main. As it passed, sections of fans broke out into impromptu “U-S-A” chants, sang other American Outlaw standards, played instruments and held a wide variety of signs. My favorite was probably Captain America punching out a Smurf (which were created in Belgium). There were others with Clint Dempsey, Grant Wahl, Weston McKennie and John Denver. They wore eagle costumes, dressed as Founding Fathers, and flag-inspired soccer shirts … so many stripes. I swear I didn’t see a single frown.
Joe Towner / PNWMF
Given the size of the crowd inside, I have to assume that the vast majority of those in the march weren’t planning to attend the game in person. They just wanted to be part of this intoxicating energy, equal parts hope, anticipation and FOMO. City officials said 25,000 fans participated in the march, 10,000 more than took part in the one before USA-Australia. Some estimates have suggested there were as many people downtown as there were for the Seahawks’ Super Bowl prade that pushed into seven digits. Hard as that is to believe – that a soccer match could attract a crowd like that – my eyes told me it was at least possible.
The Overlook Walk’s Salish Steps were packed, just as they were many other times during these magical few weeks. Otherwise vacant storefronts were suddenly impromptu soccer bars. The Historic Triangle Pub was revived, featuring a massive screen and overflowing beer garden just around the corner from the stadium. In the Chinatown/International District — which is one of the downtown neighborhoods that hasn’t benefited as much from the World Cup crowds — hundreds crowded into Hing Hay Park to watch the game. The demand for viewing spots was seemingly insatiable.
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The good vibes flowed seamlessly into the stadium. The buzz was overwhelmingly positive, talk of a serious run was on lips all over the park. “Why not US?” wasn’t just an empty platitude spoken by Argentinian head coach Mauricio Pochettino, it was a mantra that turned otherwise uninterested Americans into believers.
Photos by Max Aquino / Sounder at Heart
Seattle, long overlooked on U.S. Soccer’s list of preferred sites, has been dubbed “The Cathedral of Cascadia” by none other than the USMNT’s Twitter account and fans did everything possible to live up to that lofty praise. I’m not one to get emotional about the National Anthem, but when 67,000 people are collectively singing “The Star-Spangled Banner” it’s hard not to get lost in the moment. Somehow, I didn’t even notice the four fighter jets that buzzed the stadium to punctuate the song. At Minute 1, fans broke out the classic “Boom-Boom-Clap”-style “U-S-A.” You’d have thought the USMNT players would have been ready to run through walls.
Instead, they were utterly incapable of channeling that into their play against Belgium. After four matches in which they played with energy and spirit, they came out utterly flat against their most talented opponents to date. At no point did they have control of the match. They were down 1–0 before the match was even 10 minutes old, and were a bit lucky not to be down 3–0 by that time.
The one moment the USMNT had a chance – following Malik Tillman’s wonderful free kick that brought the match level – was almost immediately spoiled when they allowed Belgium to re-take the lead immediately off the ensuing kickoff.
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Still, there was hope coming out of halftime. It didn’t take long for that to be spoiled, either. In the 57th minute, goalkeeper Matt Freese came way out of his box and badly misplayed a seemingly innocuous ball over the top, allowing Hans Vanaken to loft an uncontested shot from 35 yards into a virtually undefended net.
There were more “U-S-A” chants and Eddie Vedder even tried to inspire the Yanks by chugging a beer while on the jumbotron during a hydration break.
If there was a shred of belief left in the building, it was slowly and achingly asphyxiated until Romelu Lukaku struck the final blow with a powerful strike off another sloppy turnover in stoppage time. Fittingly, he and the Belgium bench celebrated with a mocking “Trump dance,” acknowledging the role the president insisted on playing after potentially getting FIFA to declare Folarin Balogun eligible for the match despite getting a red card against Bosnia & Herzegovina.
The mood in the streets after was obviously a far cry from how the day started. Players spoke about letting themselves and the fans down. There’s an undeniable sense that an opportunity has been missed, that a confluence of events quite like this may never arrive again. That may be true for the USMNT and the greater American soccer scene.
But I’m not sure it’s true for Seattle. Our status as “Best Soccer City in America” is not new, even if it’s not a moniker we’ve tried to trademark. We reguarly brought 30,000 to Lumen Field when most of the MLS was lucky to draw half of that. Although the buzz around the Sounders has diminished a bit over the years, the World Cup crowds were actually smaller than the club’s most popular games.
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Updated Seattle/PNW attendance records show World Cup matches occupying slots 6-10 (66,925 for each of final 5). Sounders own top 5. Among those bumped out of top 10: Sounders-Barcelona, DC United-Real Madrid, Man United-Celtic.
— Frank MacDonald (@frankmsounders.bsky.social) July 7, 2026 at 1:12 PM
It’s not that our city has discovered a love for soccer, but maybe this was the catalyst for its reawakening. Sounders leadership has a chance to embrace this moment and make sure it has legs long after the FIFA circus leaves town.
Our local leaders have a similar responsibility. We’ve always known that Seattle is a world-class city and now the world does, too. Our public transit is very good by American standards, but it can be world-class if we will it into existence. We showed how much energy can be harnessed when public space is given back to the people, and not handed to cars. Local businesses showed what they can do when unnecessary and burdensome paperwork doesn’t get in their way.
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The World Cup was an event that I think exceeded all expectations, but the aftermath can be even better.
Thanks to Susan for the photo. She called to tell us about a dog stuck on the rocks off Beach Drive near Harbor West (the condos on pilings), and a crowd gathering to figure out how to rescue it from the rising tide. We were away from the desk at the time but after returning a little while later, we heard the situation mentioned on police radio, with word the dog had been rescued, so we didn’t head that way. Then late tonight Susan sent photos, explaining that the dog apparently is known to swim to those rocks and back, but for some reason got stuck this time, “until a paddle boarder and kayaker paddled out to it to coax it off the rocks and back to the shore.”
As Seattle’s month-long role as a host city for the Fifa Men’s World Cup draws to a close with a knockout match between the United States and Belgium, local match-day scenes, business boosters and media dispatches have projected an image of a sports-fueled boom town.
On match days, hordes of locals and visitors have packed the city’s waterfront and official watch parties, shattering public-transit records and buoying nearby beer sales. Local soccer-focused mainstays like the George & Dragon Pub have reported “incredible” increases in business. And, pointing to positive reporting by the Guardian and other international newspapers, Seattle’s business lobby says the city has “performed very, very well on the world stage”.
But the effects – and extent – of Seattle’s Fifa-fueled boom are murky. Some preliminary reports claim tourism volumes to the city are down year over year, struggling to outmatch the volume of visitors Seattle typically sees during its summer high season. Travel costs have spiked after the US-Israeli war on Iran, exacerbated by Fifa’s booking large tranches of hotel rooms, which created artificial scarcity for lodgings and raised prices. Many international visitors, including the city’s once-reliable base of Canadian tourists, have steered clear of Seattle since early 2025, after violent, draconian immigration enforcement and threats by Donald Trump against Canada. And, prior to today’s match, Seattle’s schedule featured many countries whose fans couldn’t attend the World Cup because of the Trump administration’s travel bans, including supporters from Iran and Senegal.
Soccer fans protesting against Iran’s current regime wave the country’s Pahlavi dynasty flag outside a bar near Seattle Stadium on 26 June. Photograph: Mathieu Lewis-Rolland/Getty Images
Pointing to these factors and confronting local economic challenges such as an ongoing wave of tech layoffs, some business owners have reported declining sales and question the cheery forecasts shared by tournament organizers prior to the World Cup. They await a final tally of the tourist volumes and benefits Fifa did or did not bring to Seattle, and wonder how the city’s economy might fare once the alleged boom subsides.
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‘They had hyped us up so much’
In early 2025, Vince Vu, owner of Anh Ơi Bake Shop, a Vietnamese American bakery, began receiving flyers and messages from consultants associated with the World Cup and city government. Seattle’s soccer stadium directly adjoins the city’s downtown core, as well as the Chinatown-International District, and draws large crowds to the area on match days. The consultants explained to Vu and other businesses in the area how they should prepare for a Fifa-induced flux of customers.
“They had hyped us up so much,” Vu said. “We had weekly meetings telling us, ‘Hey … make sure you’re going to double your staff and … double your inventory and do all this stuff, because [the World Cup is] going to be this great thing for the city.’”
The regional tourism board Visit Seattle initially forecast in 2024 that Seattle’s status as a World Cup host city would generate $929m in local economic activity; citing downturns in international travel to the US following Trump’s return to the presidency, Visit Seattle later revised its estimate to $845.6m, projecting a total count of 750,000 visitors over the course of the World Cup.
In the tournament’s opening days, Bloomberg reported that Seattle may be the only US host city to have seen a year-over-year decline in flight bookings, citing data from travel marketing platform Sojern. More recent data complicates that conclusion; Perry Cooper, a spokesperson for Seattle’s primary airport, said that Seattle has been “up in travelers” since the start of the World Cup by at least 3%, including a 4% year-over-year increase in international visitors.
Fans gather at bars before the Fifa World Cup 2026 Group D match between USA and Australia at Seattle Stadium 19 June. Photograph: Jane Gershovich/ISI Photos/Getty Images
Siddhant Bahadur, who manages more than 40 short-term rentals in Seattle, said business has been fairly flat compared with last year’s summer high season for tourism. He thinks the city’s marginal increases in travel volumes during the World Cup are a “telling sign” that tourism to the city is otherwise down due to economic and geopolitical challenges.
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“I think we lost a lot of Canadians, and I think people are worried about the economy and about what’s going on in Washington, and, oh, by the way, we’re at war,” echoed short-term rental owner Marlow Harris, who said she’s seen a 30% hit to business.
In an emailed statement, Visit Seattle’s chief business officer, Kelly Saling, said declines in international tourism since 2024 have been “partially offset” by an increase in domestic tourism, meaning the city has not seen a “drop in forecasted visitors, just a change in the mix”. Local hotels have reported mixed results, with lower occupancy rates than projected, but with large increases in revenue; Fifa booked large blocks of hotel rooms before the World Cup and released them in the weeks leading up to the tournament, generating artificial scarcity and raising prices, according to local business leaders. Saling said hotel booking data has shown “peaks and valleys” around match days, which included a new revenue record on the night preceding the 19 June match between the US and Australia.
To Vu, the World Cup’s peaks have coincided with Anh Ơi Bake Shop’s lowest sales. When the US squared off against the Socceroos, Vu’s business saw just a quarter of its normal sales. Vu said other neighborhood businesses have reported similarly disappointing results: Regular patrons have avoided the neighborhood on match days to avoid traffic, he noted, adding that sports tourists may not be interested in “culturally specific businesses”.
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Soccer fans crowd in to watch the Iran and Egypt match on a giant screen on 26 June. Photograph: Mathieu Lewis-Rolland/Getty Images
The Seattle aquarium has also reported a downturn, despite its location on Seattle’s currently sports fan-saturated waterfront. Emily Malone, a spokesperson for the aquarium, noted a “decrease in attendance” during the tournament, “particularly on match days”. The aquarium has offered promotions for visitors wearing soccer gear, as well as free programs on the waterfront. Overlook Walk, a public park situated on the roof of Seattle Aquarium’s recently constructed pavilion, has drawn large crowds during World Cup watch parties.
A mixed financial picture, but optimism that visitors will return
Scott Stulen, director and CEO of the Seattle Art Museum, began planning for the World Cup in 2024, and expected an uneven increase in footfall across its three locations. The museum’s free sculpture garden along the waterfront received new signage before the World Cup, and currently features a temporary mini-golf course designed by local artists. The sculpture garden has seen its foot traffic more than double, while visitor numbers to its downtown museum have stayed “basically flat”, as Stulen anticipated.
Some variables could not be planned in advance. Seattle’s group-stage matchups “weren’t ideal”, Stulen said, as the city missed out on fanbases that “stay a little bit longer” in host cities. Some World Cup organizers see a handful of teams – Argentina, England and France, among others – as special catalysts of economic activity, featuring dedicated fanbases with the financial means to stay longer in host cities.
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Seattle’s organizers also expected World Cup activity to “spread into the city a little bit more than it has”, though bars and restaurants are “killing it” if they’re located “in the right place”, Stulen said, framing the “positive activity” in downtown Seattle as “a win”.
US fans march together to the Seattle Stadium before the Fifa World Cup 2026 Group D match between USA and Australia on 19 June. Photograph: Jane Gershovich/ISI Photos/Getty Images
Even marginal increases in sales can make a meaningful difference for local businesses preparing to weather future economic volatility, according to Daniel Pagard, who owns the George & Dragon Pub, a local British bar known for screening Premier League games and other international matches. Recent tech layoffs have affected some locals’ finances, and businesses are beginning to note the downstream effects.
“You definitely see a lot of it when people come out,” Pagard said. “Instead of maybe getting two half English breakfasts, they’re splitting one full English, because it saves them a few bucks, and [they’re] turning down that one extra pint before they leave.”
Seattle’s business lobby hopes visitors – and major tournaments – will come back. According to Joe Nguyễn, a former lawmaker who now leads the Seattle Metropolitan Chamber of Commerce, Seattle’s business lobby hosted a trade delegation from Australia during the 19 June match, and expects some foreign direct investment to arise from that initiative. More broadly, he said Seattle has shown it is capable of hosting large-scale sports programming, and can efficiently deploy resources to accommodate large influxes of visitors.
Today’s match against Belgium may be the “craziest sporting event that Seattle’s probably ever seen”, he said. Nguyễn hopes the World Cup will bring the city closer to some of its ambitious goals.
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“Because of our remoteness in the north-west corner, people oftentimes will skip over us on their tours. Now they’ll think twice … I think the NFL will look to here to see if they should have some games, [and] I think this is helpful for us bringing back a basketball team,” he said.
