---3 Q's about the 2026 World Cup with the person who wrote the bid (Brian Reich)---
In the search for my next role in sports brand/partnership marketing, I've met some really interesting people in the industry. I thought it could be fun and informative for these pros to give a peek behind the curtain to a broader audience, via 3 questions. Here's the first of that series:
---What was your role in bidding for the 2026 World Cup?
To win the right to host a FIFA World Cup you must demonstrate that your stadiums, airports, hotels, etc. meet all the technical specifications for staging the world's largest sporting event. You must deliver innovative ideas to grow the game (and increase revenue for FIFA), while also meeting a bunch of sustainability and human rights requirements.. And, you must convince the FIFA Member countries that you would make the best host - a process that makes the dysfunction of American politics today seem almost quaint.
Anyway, one day I got a call from an old friend I had worked with in the White House during the Clinton-Gore Administration. He asked me two questions: "do you like soccer?" and "would you be interested in writing the bid book for the first-ever three country bid to host the 2026 FIFA World Cup?" Within a couple of days I was officially hired as the Comms director for the Bid, responsible for branding, media relations, the drafting of the bid book, and overseeing the campaign to win the vote.
---What would success look like for the 2026 World Cup?
Just being able to stage an event of that size will require tens of thousands of staff and volunteers, several billion dollars of investment, and near perfect coordination across three nations and more than a dozen different city governments. So on one level, the whole event would be successful simply by happening. Success would be showing that you can stage an event without building all new stadiums, costing billions of taxpayer dollars. Success would be growing the game of soccer, by making the event accessible and welcoming to casual fans. Success would be generating enough revenue to not just cover all the costs, but to leave behind money that can be invested in the building of more mini pitches and youth programs all across the country. There are lots of good things that this tournament will generate if executed up to its potential.
---What advice do you have for someone who wants to work for World Cup 26?
Nobody knows exactly what it will take to stage this tournament. That leaves open lots of room for people with different experiences and perspectives and ideas to contribute. Go for it. Take whatever role you can to get on the inside. Look to the cities who are hosting, look to the brands that will be sponsoring, look to the local government and nonprofit leaders who will contribute. There are so many different ways to contribute to the success of the World Cup, you have to just get in there, roll up your sleeves, and be useful.
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1yCongratulations Adam! It's been inspiring to watch your journey unfold. From adapting to a new learning environment to juggling responsibilities as a new parent and still excelling academically, your dedication and perseverance are truly commendable. Kudos to your support system for being there with you every step of the way. Keep on reaching for the stars!