Atlanta Creates Program to Help Businesses Benefit from Major Events
The city estimates the 2026 FIFA World Cup alone will generate more than $500 million in economic impact. By RILEY BUNCH for the AJC.
This month’s announcement that Atlanta will host the Superbowl in 2028 is just the most recent in a string of large-scale events the city has scored.
From major conventions, political appearances, sporting matches and concert tour stops, the city is preparing for a mass of visitors to descend on downtown over the next few years. That includes people who plan to travel to Atlanta for the FIFA World Cup in 2026.
But elected officials want residents to have greater opportunity to participate, and local businesses to benefit more from the influx of foot traffic.
The mayor’s office announced Monday a new initiative called “Showcase Atlanta” aimed at increasing local involvement.
“As more large sports and entertainment events continue to choose Atlanta,” Dickens said, “we want our community to participate fully and equitably, and this initiative is a unique opportunity to drive generational progress for our communities across the city.”
A committee focused on the topic will be co-chaired by the mayor, philanthropist Arthur Blank and CEO of UPS Carol Tomé.
Since the 1996 Olympic Games, the metro area has amassed an estimated $9 billion in economic impact from major events, according to the city. The 2026 FIFA World Cup games — that includes a semifinal match — are expected to generate more than $500 million in economic impact.
Other major events coming up include the National College Football championship in 2025, the Major League Baseball All-Star game in 2025 and the NCAA Final Four in 2031.
“We are an international city with a rich history, vibrant culture and thriving entertainment industry and Showcase Atlanta will highlight everything our city has to offer,” Tomé said.
The initiative’s plan includes naming local ambassadors for events that will help visitors navigate the city, utilize local nonprofits to help plan, create a portal for businesses to engage with major event planners and establish incentives for out-of-state organizers to use Atlanta-based companies.
Norelie García, a long-time marketing professional and Board Chair of the Georgia Latino Film Alliance, has been named executive director for the program.
“Through the leadership and vision of the mayor and other public and private leaders, we are going to showcase Atlanta to the rest of the world, while ensuring major events are done with and for the benefit of all our residents,” she said.
This article is from the Atlanta Journal-Constitution and was written by Riley Bunch, a reporter on the local government team at The Atlanta Journal-Constitution covering Atlanta City Hall. She writes about the city’s diverse neighborhoods and people while also keeping an eye on the Atlanta City Council and the legislation and policies that affect everyday folk.
The Atlanta Journal-Constitution is a major regional newspaper with the mission to press on. The AJC investigates and reports what’s really going on in your community. The paper’s journalists follow the facts wherever they may lead, and uncover the truth, protect the public’s right to know and document our region’s moments, milestones and people. Every day, the AJC works to do something remarkable: inform and empower readers with real, rigorous, in-depth journalism. By providing this fundamental public service, the paper ultimately helps build a better metro-Atlanta and Georgia for this generation and the next. The community’s support of local journalism really matters. AJC journalists can keep you informed with real, fact-based news because of subscribers. Click here to subscribe to the Atlanta Journal-Constitution.
