Part 2 of 5: “Beyond the Cup: How Local Businesses Can Score Big with World Cup Visitors”
Visibility is the First Step Toward Connection
During the World Cup, a surge of energy will ripple through host cities, drawing tourists, media, and massive foot traffic to stadiums and surrounding areas. But what many small businesses fail to realize is this: you can’t benefit from the excitement if people can’t find you. Visibility—particularly digital visibility—is the bridge between local businesses and out-of-town guests. In the second installment of “Beyond the Cup,” we explore practical, low-cost strategies that will help your business stand out in a sea of search results, maps, and word-of-mouth recommendations. The goal is not just to be seen—but to be discovered by the right people, at the right time, in the right place.
Step 1: Optimize Your Digital Storefront with Google Business Profile
If you want to attract visitors during the World Cup, your digital presence needs to be as polished and up-to-date as your physical storefront. Google Business Profile (formerly Google My Business) is one of the most powerful tools at your disposal—and one of the most underused by small businesses. When travelers search phrases like “coffee near stadium” or “souvenir shop near me,” Google serves results based on location, business profile completeness, photos, reviews, and relevance. That means if your profile is incomplete, outdated, or inconsistent, you’re likely invisible to tourists.
Start by claiming or verifying your business profile. Then, make sure it includes the following: accurate hours, address, contact information, high-quality photos (interior, exterior, and key products), your business category, and a short description that includes World Cup–friendly keywords like “walking distance from Arrowhead Stadium” or “great for soccer fans.”
Don’t forget to post regular updates and promotions leading up to and during the event—Google rewards active profiles with higher local rankings.
Step 2: Use Local SEO and “Near Me” Search Tactics
World Cup visitors may not know your city well, but they’ll certainly be typing things like “Mexican food near me,” “late night bars near stadium,” or “local shops Kansas City.” These searches happen in the moment—and if your business isn’t showing up, someone else’s is. That’s why local search engine optimization (SEO) is crucial for gaining real-time visibility.
- Update your website’s title tags and meta descriptions to include keywords like World Cup 2026, near [venue name], and best places to eat near stadium.
- Create content—blog posts, landing pages, or event calendars—that tie your business into the World Cup conversation.
- For example, a boutique retailer might publish “Top 5 Kansas City Gifts for Soccer Fans,” while a restaurant could offer a “Match Day Menu” optimized for search engines.
The key is to combine local intent (your city and venue proximity) with event relevance (World Cup timing, themes, and audience).
Step 3: Connect with Map-Based Platforms and Local Listings
Beyond Google, many tourists rely on map-based apps and travel platforms like Yelp, TripAdvisor, Apple Maps, and Waze to make spontaneous decisions. If your business isn’t listed—or your listings are inconsistent across platforms—you’re missing an important source of discovery. Visitors often make decisions in real time: Where’s the nearest bar showing the match? What coffee shop has Wi-Fi and seating? Your job is to make sure they find you when it matters.
- Audit all the places your business appears online and ensure your address, phone number, links, hours, and photos are accurate.
- Use a tool like Moz Local or BrightLocal to manage these listings efficiently.
- On TripAdvisor, be sure to encourage reviews from past customers and add tags that appeal to tourists, like “popular with travelers” or “great for groups.”
These platforms are often used by out-of-town guests before they arrive, so your profile could influence not only foot traffic, but also pre-trip planning.
Step 4: Partner with Local Hotels, Hosts, and Visitor Hubs
While digital tools matter, many tourists also rely on personal recommendations once they arrive—especially from concierge staff, Airbnb hosts, and hotel front desks. These individuals act as unofficial guides for travelers looking for where to eat, shop, and relax. If your business isn’t in their mental or printed list, it’s another lost opportunity.
Start by identifying nearby hotels, hostels, vacation rentals, and tour operators. Drop off branded flyers, menus, or discount cards. Offer a special “World Cup Fan” promotion that hotels can share with guests. You could even create a small “Fan Zone Favorites” passport program with other local businesses, encouraging hotel staff to recommend your group of shops or restaurants. Building these referral pipelines is a low-cost but high-impact tactic that fosters authentic word-of-mouth buzz.
Step 5: Make Your Business Visibly World Cup Ready
Sometimes, visibility is as simple as looking the part. World Cup tourists are drawn to businesses that reflect the spirit and excitement of the event. Consider how your physical space can signal your participation—from themed signage and window displays to soccer-themed menus, special events, or merchandise tie-ins. These visual cues make your business more appealing to fans and easier to find on foot or in photos.
QR codes are another tool that bridges the physical-digital gap. Display QR codes in your windows that link to your Google Maps location, menu, website, or even a welcome video for visitors. Use sandwich boards outside your location with phrases like “FIFA Fans Welcome!” or “Watch the Match with Us!” so that even passersby who don’t speak the language know they’re invited in. Details like this help your business stand out in real life and create moments worth sharing on social media—which leads to even more organic exposure.
Show Up Where the Tourists Are Looking
The World Cup will flood your city with passionate fans and curious travelers eager to explore and spend. But they won’t find your business by accident, you have to show up where they’re already looking. By optimizing your Google Business Profile, strengthening your local SEO, managing your listings, building referral networks, and visually tying into the World Cup spirit, you give your business the digital and real-world visibility it needs to succeed.
Next week, in Part 3 of our series, we’ll explore how to turn visibility into meaningful brand experiences. Because being found is only the beginning—what matters next is making your visitors want to stay, share, and return.
Visibility is profitability.
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