The 2026 FIFA World Cup kicked off Thursday, making its return to North America 32 years after the United States last hosted it in 1994.
For the next five weeks, the most viewed and most lucrative single sports tournament in the world will be held in Mexico, Canada and sites throughout the U.S. Rivaled perhaps only by the Summer Olympics, its total viewership count is measured in billions of people — as many as 5 billion, according to FIFA, though the actual number is impossible to calculate.
It’s a tournament that is hard to ignore, regardless of nationality, location or soccer knowledge. In that context, local businesses are ready to bring the World Cup hype to Columbia. Some of the matches, after all, will be played less than 150 miles away in Kansas City starting Tuesday.
Friday, the U.S. men’s national team plays its World Cup 2026 opener at 8 p.m. against Group D opponent Paraguay at the Los Angeles Stadium in Inglewood, California. Multiple watch parties have been planned in Columbia, from an outdoor party in the Arcade District to a community watch party at Columbia College. More details about those events are below.
For the rest of the tournament, Columbia residents will have no shortage of options to enjoy the games live, from big watch parties for U.S. games to businesses adopting teams throughout the tournament.
Some restaurants and bars are taking advantage of a citywide resolution allowing them to stay open until 2:30 a.m. Sunday, Wednesday, June 20, June 23, June 27 and July 3. Those dates coincide with West Coast matches that might mean increased activity at later hours.
It’s important to note that the World Cup is quite long, ranging from Thursday to July 19, so the following is not an exhaustive list. Businesses around town may come up with new watch parties and events as the tournament progresses.
U.S. match watch parties
The U.S. men’s national team has stage matches scheduled for 8 p.m. Friday (Paraguay), 2 p.m. next Friday (Australia) and 9 p.m. June 25 (Turkey). Fans in Columbia will be able to attend multiple watch parties for those games, some of them promoted by the city’s Convention & Visitors Bureau.
The Arcade District will be hosting its outdoor World Cup Watch Party series for all three matches, featuring food and beverages from Irene’s, Jack Daniel’s and El Jimador. Giveaways will be held for jerseys, scarves, blankets and more.
The watch parties will welcome fans of all ages and are expected to feature games and activities for kids as well.
All three events will take place in an outdoor area of the Arcade District at 602 Fay St. Doors open one hour before kickoff, and attendees are encouraged to arrive early.
Columbia’s soccer clubs, AFC Columbia and Missouri Reign, will also host watch parties for the first two matches.
On Friday, both teams will join the CVB and Columbia College for a community watch party starting at 7 p.m. at R. Marvin Owens Field. Besides the match, soccer games and activities are also planned on the field. Light refreshments will be provided.
Next Friday, for the match against Australia, the teams will host a watch party at Trail Stop Brewery to coincide with their annual Missouri Soccer Coaches Clinic. Plans for future watch parties are also being discussed.
Adopted teams in Columbia
The Adopt-a-Team program, created by the CVB in April, allows businesses to become the official base for a certain team in Columbia.
Though most of them will show all World Cup matches during open hours, those establishments are expected to run special events and promotions for the teams they have adopted.
Rio Grande Mexican Restaurant has adopted the USMNT and will be showing their matches with sound on and deals on drinks and plates. Co-owner Miguel Romero said additional promotions will also be held throughout the tournament, including a Bud Light promo event Thursday.
The Heidelberg, which has served German specialties in downtown Columbia for decades, will now be the country’s base in Columbia. Co-owner Richard Walls said all Germany games will be shown with volume up. The restaurant plans to highlight its specialties such as Jägermeister-based drinks and German wurst plates.
Addison’s, at its downtown location, has joined the program as the base for reigning champion Argentina and will be running food and drink specials during its matches. The buzz around the team couldn’t be bigger, with players stationed in Kansas City and with a possible matchup between Lionel Messi and Portugal’s Cristiano Ronaldo that could happen at Arrowhead. Co-owner Matt Jenne said he’s “cautiously optimistic” that the World Cup will have a good effect on business.
Customers will also be able to watch the games at the south location of Addison’s but without the Argentine specials.
Still in the South America theme, The Deuce Pub & Pit will be the base for Brazil, and it will operate at extended hours during the dates allowed by the city.
The other businesses in the Adopt-a-Team program are The Roof (New Zealand), Walk-On’s Sports Bistreaux (France) and Hooters (Mexico).
Fan groups and FIFA events
For those wanting to get the most out of the World Cup, there are additional experiences to consider.
International Tap House on Ninth Street has long catered to soccer fans in the area by highlighting important games throughout the season. But whenever the World Cup comes, things get even more exciting.
The bar is an official base for the American Outlaws, the largest supporter group for the U.S. national soccer teams. The group plans to be there for all three U.S. group-stage matches, bringing excitement and passion for the once-in-a-lifetime experience of hosting a World Cup.
The bar will also be showing all World Cup matches during the tournament and combining it with their usual program of activities.
“I mean, we’ve always been the international bar,” general manager Raven Saylor said. “We welcome all the soccer games, and I think it’s going to be a big year.”
Other businesses have not officially signed on for watch parties or to be team hosts, but are jumping on the World Cup wave.
Logboat Brewing Company, for example, has set up a big screen on its patio and is extending its taproom hours to 11 p.m. throughout the tournament. Logboat also will have a special glassware giveaway for the U.S. match Friday.
And Bosnia & Herzegovina supporters will gather for their matches at Southside Pizza & Pub, starting with Friday’s showdown against Canada.
In Kansas City, six games will be held at Arrowhead Stadium, which will be renamed “Kansas City Stadium” during the tournament, including the quarterfinal game, which, should the stars align, could feature a Messi-Ronaldo showdown.
For those without tickets, the free FIFA Fan Festival will be raging on throughout the tournament at the National WWI Museum, featuring not only the matches but also shows from acts like The Chainsmokers, Flo Rida and Sheryl Crow.
Attendees are required to reserve a general admission pass, available on a first-come, first-served basis and subjected to capacity limits. Though entrance to the festival is free, packages can also be bought for additional experiences.
The World Cup will take place from Thursday to July 19. It is the first edition hosted by three countries simultaneously and the first to feature 48 teams.