Bloomberg Business of Sports Business of Soccer: LA Is Preparing To Be Major World Cup Hub
Apr 2, 2026
Kathryn Schloessman, President and CEO of the Los Angeles Host Committee, leads LA's push to welcome the World Cup with community programs and large-scale operational planning. She discusses local fan engagement, legacy youth clinics, coordinating across cities and FIFA, security prep for high-profile matches, and the economic and tourism impact of hosting the tournament.
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LA Is A Big Event City As Much As A Soccer Market
- Los Angeles is both a soccer market and a big-event market, which makes it well suited to host World Cup opening matches.
- Schloessman emphasized LA's experience staging major events and building marketing around the U.S. men's home opener.
Activate Consulates And Tourism Partners Early
- Work directly with consulates and tourism partners to reach international fan communities.
- Schloessman said LA partnered with consulates and Los Angeles Tourism to push targeted messaging and 'start your World Cup journey in LA.'
Final Team Picks Unlock Local Diaspora Marketing
- Knowing final team allocations lets LA market specifically to diasporas already living in the region.
- Schloessman noted the Bosnia community's excitement and that every team effectively has a 'home match' in LA because of local communities.