Sports ETA, the national trade association for the sports events and tourism industry, awarded its 2026 Event Marketing Campaign of the Year to FIFA World Cup 26™ Houston.
The Sports Authority Foundation and the Harris County–Houston Sports Authority were presented with the award in the population 500,000 and above category during Sports ETA’s 4S & Rights Holder Summit in Fort Worth on October 14.
The national award recognizes the efforts of the Sports Authority Foundation and the FIFA World Cup 26™ Houston Host Committee, in collaboration with Professional Sports Partners (PSP), to deliver a comprehensive marketing campaign around the tournament.
The campaign connected Houston’s seven FIFA World Cup 26™ matches with FIFA Fan Festival™ Houston, Football Fiesta, neighborhood businesses, public art, and community programming. Together, these efforts extended the tournament experience across the region and created opportunities for Houstonians, visitors, and local businesses to be part of the historic event.
Nearly 1.1 million people attended official World Cup-related events across Houston, while more than 500,000 visitors traveled to the region during the tournament. The campaign also generated more than 82 million organic social media impressions, 17.6 million video views, and 2.85 million engagements.
“Houston showed how a major international sporting event can become an opportunity for an entire community,” said John David, President and CEO of Sports ETA. “By connecting the World Cup experience with neighborhood businesses, local culture and community programming, the Harris County–Houston Sports Authority delivered remarkable engagement and demonstrated the lasting value of strategic event marketing.”
The award celebrates the collective effort that helped Houston welcome the world while creating a lasting impact for the region beyond the tournament.
