Cici Rojas, CEO of Tico Productions, center, speaks alongside David Pruente, senior vice president of the Greater Kansas City Chamber of Commerce, and Francisco Murguia, owner of Cafe Ollama, during a GEWKC panel conversation about the business impact of the coming World Cup in 2026; photo by Taylor Wilmore, Startland News
Kansas City is kicking plans into high gear as the 2026 FIFA World Cup heads to the pitch — with local leaders eager to capitalize on the massive economic impact expected from the once-in-a-lifetime opportunity.
Nicholas Segura, founder of Segura Marketing, moderates a GEWKC panel conversation about the business impact of the coming World Cup in 2026; photo by Taylor Wilmore, Startland News
“The 2026 World Cup will be the largest event mankind has ever put on, and it’s going to be the most watched event in human history,” said Nicholas Segura, founder of Segura Marketing, leading a Global Entrepreneurship Week-Kansas City panel conversation Thursday at Union Station on the how businesses can capture World Cup momentum.
With a projected $11 billion global economic impact, Segura urged Kansas City entrepreneurs to engage with the diverse, global audience attracted to the World Cup, particularly the Hispanic market.
Joining him in the discussion, Kim Randolph Davis, CEO of the Heartland Black Chamber of Commerce; David Pruente, senior vice president of the Greater Kansas City Chamber of Commerce; Cici Rojas, CEO of Tico Productions; and Francisco Murguia, owner of Cafe Ollama brought additional voices to the bench.
Panelists stressed the importance of preparing local businesses for success — not just during the World Cup, but for the years that follow.
“We’re building capacity among small businesses now; don’t wait until 2026,” said Randolph Davis.
RELATED: World Cup will be KC’s biggest-ever event, top founder says (and local businesses can still get in the game)
Global Entrepreneurship Week-Kansas City attendees listen to a panel conversation in the Planetarium at Union Station, basecamp for GEWKC; photo by Taylor Wilmore, Startland News
Pruente emphasized regional collaboration, encouraging entrepreneurs to apply for coming requests for proposals (RFPs), noting that the World Cup intake form is open through December.
“This isn’t a scarcity model — there’s room for everyone,” he said. “We’re working with chambers across the region to make sure businesses have the chance to participate and benefit.”
Already an experienced sports marketing entrepreneur with years of work alongside professional sports organizations, Rojas urged business owners to get their basics right.
“Get certified as an MBE, WB, or DBE. This is the foundation for accessing opportunities,” she said, also recommending entrepreneurs get their finances in order early and prepare a clear capability statement to be ready for RFPs and funding.
Check out a brief photo gallery from the GEWKC panel below, then keep reading.
Leveraging global attention
The World Cup is seen as a catalyst for positive change in Kansas City, especially in underserved communities. Murguia, who also is the founder of Ryogoku Soccer Academy, shared his vision of an urban soccer festival leading into the World Cup.
Francisco Murguia, owner of Cafe Ollama, speaks during a GEWKC panel conversation about the business impact of the coming World Cup in 2026; photo by Taylor Wilmore, Startland News
“We’re using streets like Southwest Boulevard to create a festival that connects small businesses and introduces kids to soccer,” said Murguia.
The festival is expected to provide access to soccer equipment and make the sport fun and accessible for everyone, he said, while also driving traffic to local businesses.
Murguia also encouraged businesses to stay engaged with FIFA’s ticketing system.
“Create an account on FIFA.com now, so you’re ready when tickets go on sale,” he said, noting Kansas City’s geographical location makes it a likely host for a U.S. match during the World Cup.
Rojas shared advice on simplifying marketing to make local businesses more accessible to World Cup visitors.
“What we typically say is, ‘You want to explain it to me like I’m five, right?’ That’s your audience. So make it simple, and make it something that grabs them,” she said.
She also discussed how imagery and language in World Cup-related advertising can bridge cultural gaps and the importance of using a variety of languages, not just Spanish and English, but also Portuguese and French.
Pruente wrapped up the conversation by re-emphasizing the need for regional collaboration and for local chambers and leaders to take the initiative to organize events that celebrate the diverse cultures the World Cup will add to the city.
“We have to make sure we highlight the flavors of Kansas City, and activate the areas that need it,” he said. “The planning committee can’t do it all. It’s up to us.”
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