CEO Update: California’s game plan for the World Cup

Dear Industry Partners,

This summer’s World Cup will be one of the largest sporting events in history, and California is set to play a central role. With 14 matches scheduled across Los Angeles and the Bay Area, we will host more games than any other state in the country. Billions will watch, and over several weeks the Golden State will be able to show the nation and the world why it’s always worth the journey.

This is a moment we’ve prepared for with intention. Visit California’s role is long-term impact. We are here to inspire future travel and ensure the benefits of this global spotlight reach far beyond the stadiums.

The December draw gave us a clear picture of which teams will take the field in California, including the United States team. It also clarified where fan attention will be strongest, both globally and here at home. As a result, we are focusing on our domestic audience as well as high-priority international markets including Australia, Mexico, Canada, the United Kingdom and the Middle East. Each presents a timely opportunity to connect with audiences through content that sparks interest and inspires exploration.

Rooted in our Ultimate Playground brand positioning, Visit California’s role as the “Ultimate Host” is about helping travelers play fully, especially around global moments like the World Cup. Our creative platform, Extra Time, captures that spirit by highlighting what becomes possible when time in California is extended, reframed or reimagined. It invites fans on the ground to explore beyond the match and reminds audiences everywhere that California is always worth making time for — before, during or after the tournament.

This campaign will come to life across a variety of channels, integrating earned, owned and paid efforts. A new short-form video series will spotlight California destinations through the lens of Extra Time, while California Now produces two on-location podcast episodes from our host cities. Influencer partnerships and media visits will drive authentic storytelling, supported by a broadcast media center with B-roll and story leads. Paid distribution will extend the reach of our brand into key viewing environments, ensuring California’s presence is felt by audiences watching around the world.

To support partner activation, a dedicated World Cup 2026 landing page is now live on our industry site. This hub brings together all available resources, including a Visit California World Cup Playbook, which provides a deeper look at the strategy, target markets and messaging approach behind this global initiative. 

Several co-op programs are available to help partners engage. These include a global Expedia campaign built around the “Come for Soccer, Stay for More” platform, a Hopper media buy targeting domestic, Canada and Mexico markets, and curated trade itineraries designed to drive visitor dispersal across the state.

Visit California is activating three co-op programs in the United Kingdom with Hays Travel, British Airways and Outernet. In Mexico, a partnership with Aeromexico offers added exposure and product development opportunities. In Australia, with the national team set to compete in California, we are partnering with acclaimed Australian chef Adam Liaw on Adam Liaw’s Football Feast, a content series exploring the cuisine of host destinations. The series will air on SBS, Australia’s World Cup broadcast partner, in the lead-up to the matches.

Full details on these programs are available on the World Cup 2026 industry webpage, along with additional tools and resources to help your organization get involved. Each of these initiatives offers a timely, strategic way to align with the global campaign and expand California’s reach far beyond the pitch.

As the world’s game takes the field, California is not sitting on the sidelines. We are stepping forward with purpose, bringing the spirit of the Ultimate Playground to life for fans and future visitors. Together, we have the opportunity to inspire journeys that begin with a match and continue long after the final whistle.

Thank you, as always, for your partnership and support.

Sincerely,
Caroline Beteta
President & CEO
Visit California