TRIAD, N.C. — The FIFA World Cup is less than a week away, and while no matches will be played in the Triad, the region is still playing a major role in what is widely considered the world’s biggest sporting event.
Team Norway has chosen Greensboro as its home base for the tournament, while Team Germany will call Winston-Salem home. Local leaders say the teams’ presence is expected to generate more than $9 million in economic impact while putting the Triad in front of a global audience measured in the billions. Norway is staying at the Grandover Resort and training at UNC Greensboro, while Germany is staying at the Graylyn Estate and training at Wake Forest University. Officials with Norway say Greensboro’s natural surroundings and quieter atmosphere played a major role in the team’s decision.
“When we came here and looked around, we saw the place we really, really liked, and all the other kinds of places were city hotels, nothing wrong with that, but we liked to go here,” said Norwegian National Team Member Truls Dæhli.
According to Richard Beard, president of the Greensboro Sports Foundation, multiple countries toured Greensboro during the selection process before Norway ultimately chose the city. The team has already held its first practice at UNCG, and officials say players have been impressed with the facilities and the community. Interest from local fans has been overwhelming. More than 20,000 ticket requests were submitted for Norway’s FIFA-required community training session despite the UNCG stadium holding approximately 3,500 spectators. The economic impact is expected to stretch far beyond the teams themselves.
Greensboro leaders estimate Norway’s stay will generate more than $5 million in economic activity. In Winston-Salem, Germany’s presence is expected to contribute another $4 million to $5 million to the local economy through spending on lodging, food, transportation, and tourism-related activities. Norway is expected to travel with an entourage of roughly 80 people, while Germany’s operation includes hundreds of personnel and media members. Officials estimate between 300 and 400 international journalists will be stationed in Winston-Salem throughout the tournament.
But local leaders say the exposure generated by the World Cup could be even more valuable than the direct spending. The Super Bowl typically attracts around 125 million viewers worldwide. By comparison, the FIFA World Cup Final draws more than 1.5 billion viewers, while total tournament viewership could reach up to 5 billion people.
“They also estimate that the eyes during the World Cup could reach 5 billion people, so we’re in that mix, and Greensboro’s on a lot of social media around the world about being one of the host cities for these team base camps. You can’t put a price on that advertising,” Beard said.
The global attention is already creating opportunities for businesses throughout the Triad. At The Cardinal Hotel in downtown Winston-Salem, staff have decorated the property to celebrate the tournament and are preparing for an increase in visitors. The hotel has installed World Cup-themed decorations, including flags representing participating countries. A large television in the hotel’s living room area will show matches throughout the tournament, and guests can request specific teams and games to be featured. The lower-level recreation room has also been transformed into a soccer-themed space complete with turf, a goal, and soccer balls for guests to use.
“We definitely have there are some that are specifically here for the team at Wake Forest; there are some that are just looking to have a staycation overnight the weekend…we have a watch party scheduled for June 20th, so we are expecting an uptick in overnight reservations and foot traffic,” said Dana Williams, director of sales and marketing at The Cardinal Hotel.
The hotel is also offering special overnight packages tied to the tournament, including food-and-beverage credits and premium viewing experiences. Through its monthly “Cocktails with a Cause” program, proceeds from a featured World Cup-themed cocktail will help support the Carolina Core FC Academy. Williams said the tournament schedule creates opportunities for fans and visitors throughout the day.
“The complexity of the schedule with World Cup games really allows a lot of people to participate. They have games in the middle of the day, they have games at night, they have games during the week, and on the weekend. So as a hotel that’s open twenty-four seven, we’re really excited to lean into that,” Williams said.
Fans across the Triad will have several opportunities to join in the celebration. Greensboro is hosting public watch parties at LeBauer Park on June 12 for the United States versus Paraguay match and June 26 for Norway versus France. Organizers say both events will feature fan activities and food vendors and are expected to draw large crowds.
Local leaders say the excitement surrounding the World Cup reflects soccer’s growing popularity across North Carolina and provides a rare opportunity to showcase the Triad on an international stage. Germany enters the tournament as a four-time World Cup champion and a favorite to contend for the title. Norway, meanwhile, is making its first World Cup appearance in 28 years.