BY EMMANUEL OGBONNA
As thousands of soccer fans from around the world prepare to descend on Kansas City for the World Cup this summer, local businesses across the city are gearing up to turn the international sporting spectacle into an economic opportunity and a cultural celebration.
When supporters of defending champion Argentina and Algeria arrive for the opening matches on June 16, many will discover reminders of home waiting for them far beyond the stadium gates. Grocery stores, ice cream shops, apparel makers and family-run dairies are among the businesses embracing the tournament with themed products, international flavors and soccer-inspired merchandise designed to welcome visitors from every corner of the globe.
Kansas City is set to play a major role during the tournament, hosting several matches and serving as a base camp location for multiple national teams. With hundreds of thousands of visitors expected throughout the summer, local entrepreneurs see the event as a rare chance to showcase the city on one of the world’s biggest sporting stages.
Among those leaning heavily into the excitement is Betty Rae’s Ice Cream, a beloved local ice cream shop known for inventive flavors and strong community support. Owner Matt Shatto said the tournament represents more than a commercial opportunity for local businesses.
He explained that any event placing Kansas City in the international spotlight benefits the entire city, adding that local businesses feel they succeed whenever the city succeeds.
Rather than focusing solely on tourists attending matches, Shatto said his goal is also to create a festive atmosphere for residents who may not be able to attend games or official fan events. His stores plan to bring the World Cup experience directly into local neighborhoods through special menu offerings and soccer-themed promotions.
To honor fans traveling from Argentina, the shop has created a flavor inspired by alfajores, the traditional confection popular throughout South America. The dessert features a dulce de leche ice cream base mixed with pieces of pastry resembling the famous biscuit-like treat.
Supporters from Algeria will find another internationally inspired creation featuring honey-flavored ice cream combined with phyllo dough and almonds in a nod to baklava.
Shatto said the shop intends to unveil several additional flavors during the tournament as excitement across the city continues building.
Other businesses are taking a similar approach. Hen House Markets has introduced taste flights and themed products inspired by countries participating in the tournament. The grocery chain is also selling official World Cup merchandise as anticipation grows ahead of the competition.
Meanwhile, Shatto Milk Company has launched a series of commemorative dairy flavors celebrating nations expected to attract large fan bases to the region.
Among the limited-edition varieties are orange chocolate for Curaçao, chai latte for England and butter pecan representing the Netherlands. The company, known for its traditional glass bottle milk deliveries, sees the tournament as an opportunity to connect with visitors while highlighting the region’s agricultural traditions.
Barbara Shatto said businesses across the area are enthusiastically joining the World Cup celebration, from restaurants and retailers to smaller independent companies eager to participate in the excitement surrounding the event.
She described the tournament as a tremendous boost for the local economy while also emphasizing the cultural exchange it will bring. She said visitors will have the opportunity to experience American traditions firsthand, while local residents can learn more about the cultures and customs of fans arriving from abroad.
Kansas City organizers estimate that more than 600,000 visitors could travel to the area over the course of the tournament, generating significant revenue for hotels, restaurants, transportation companies and retailers.
The World Cup, first held in 1930, is expected to reach unprecedented financial heights this year as the competition expands to 48 teams and is jointly hosted by the United States, Mexico and Canada. FIFA projects the tournament will generate more than $11 billion in revenue through ticket sales, sponsorship agreements, broadcasting rights and licensing deals.
For smaller businesses, the tournament provides a rare chance to gain exposure before an international audience.
Sandlot Goods has released a “Summer of Soccer” apparel collection featuring Kansas City-themed shirts designed in the national colors of Argentina, Algeria, England and the Netherlands — four countries establishing team bases in the area during the competition.
Another local company, Three KC, has become one of the clearest examples of the grassroots business enthusiasm surrounding the tournament.
Founded and operated largely by math teacher Brendan Curran, the apparel brand initially sold soccer-inspired designs online before demand expanded into physical retail locations across the city.
Curran said local shops responded enthusiastically to the first run of shirts and quickly placed additional orders as World Cup excitement intensified.
He added that he hopes international visitors will take home a piece of Kansas City during their stay, helping local businesses benefit from the global attention focused on the city this summer.
With countdown clocks ticking toward kickoff, Kansas City businesses are betting that soccer’s biggest event will deliver not only economic gains, but also a lasting sense of civic pride and international connection long after the final whistle blows.
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