How Lawrence Businesses Can Attract Visitors During the 2026 Global Soccer Event

With the Kansas City region preparing to host one of the largest international sporting events in the world in 2026, Lawrence businesses have a rare opportunity to reach a surge of new visitors.

Travelers won’t just stay in Kansas City—they’ll explore surrounding communities, look for local experiences, and rely heavily on social media and search to decide where to go.

Organizations like SCORE Lawrence—which provides free mentoring, workshops, and business resources to local entrepreneurs—consistently emphasize that preparation and visibility are what separate businesses that benefit from major events from those that miss the moment.

If your business shows up in the right way, this can translate into real visibility, foot traffic, and long-term customers.

Here’s how to approach it strategically.

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1. Build Visibility Before the Crowd Arrives

The businesses that win during major events are the ones that start early.

Begin sharing:

• Behind-the-scenes content
• Your space and team
• How you’re preparing to welcome visitors

This isn’t about going viral—it’s about becoming familiar. When travelers start searching and scrolling, your business already feels known.

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2. Lead With What Makes You Lawrence

Visitors aren’t looking for chains—they’re looking for something they can’t get at home.

Show:

• Your personality
• Your story
• Your connection to the Lawrence community

The more human and local your brand feels, the more likely someone is to choose you over a generic option.

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3. Make It Easy to Be Found

Discovery is everything during a high-traffic event.

Use location tags and relevant hashtags so your business shows up when people are actively searching:
#LawrenceKansas #VisitLawrence #KansasCityEvents #TravelKansas

Make sure your profiles are up to date, your location is clearly tagged, and your business information is easy to find—small details that make a big difference when visitors are making quick decisions.

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4. Think Like a Visitor

One of the biggest missed opportunities for small businesses is staying too internally focused.

Instead, ask:

• “If I were visiting for the first time, would I stop here?”
• “What would I need to see on social to make that decision?”

Create content that answers those questions—quick videos, walkthroughs, food shots, real experiences.

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5. Tap Into the Local Network

You don’t have to do this alone.

Partner with:

• Local creators
• Other small businesses
• Community organizations

SCORE Lawrence is a great example of a local resource that supports small business growth through mentorship and education. Leveraging organizations like this—as well as your own network—can help you think more strategically and expand your reach faster.

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6. Create Moments Worth Sharing

The goal isn’t just to attract visitors—it’s to get them posting about you.

Think:

• Photo-worthy spaces
• Limited-time offerings
• Small but memorable in-store experiences

When someone shares your business, you instantly reach their entire network. That kind of exposure is incredibly powerful—and completely organic.

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A Quick Note on Using “World Cup” in Your Marketing

With so much attention around the upcoming event, it’s important to be thoughtful about how you reference it.

FIFA closely protects official terms, logos, and branding. While you can absolutely talk about the opportunity and the influx of visitors, avoid anything that suggests your business is officially affiliated or sponsored.

Simple guidelines:

• Use general, descriptive references (e.g., “visitors coming for the World Cup”)
• Don’t use official logos or branded assets
• Avoid implying partnership or endorsement

A smart approach is to mention it once for context, then shift your language to:

• “soccer fans visiting the Kansas City region”
• “global visitors traveling in 2026”
• “international event traffic”

This keeps your marketing both effective and compliant.

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Final Thought

This isn’t just a social media moment—it’s a business opportunity.

With the right preparation, local partnerships, and visibility strategy—supported by resources like SCORE Lawrence—Lawrence businesses can turn this global moment into long-term growth.

The businesses that prepare early, show up authentically, and make themselves easy to discover will be the ones visitors remember—long after the event is over.

JBerra Consulting & Design 2026 World Cup Local Business Marketing Checklist