Atlanta Beltline Unveils Small Business Readiness Plan for FIFA World Cup 2026™

As Atlanta prepares to welcome hundreds of thousands of visitors for FIFA World Cup 2026™, Atlanta Beltline is launching a small business-focused strategy designed to help local entrepreneurs prepare for, participate in, and navigate the available opportunities associated with one of the largest global events in the city’s history. 

The strategy centers on a new Business Readiness Toolkit, a centralized Digital Information Hub, and Atlanta Beltline Fest – a free, trail-wide festival with activations across nearly 17 miles of continuous, paved Beltline trail, creating accessible opportunities for local businesses, artists, and entrepreneurs while connecting residents and visitors directly to Atlanta’s neighborhoods and culture during the tournament. 

The initiative is part of Atlanta Beltline’s broader World Cup activation approach, focused on creating a safe and welcoming environment, supporting residents and entrepreneurs, and positioning the Beltline as a place for culture, commerce, and community engagement throughout the summer of 2026. 

Atlanta will host eight matches during the FIFA World Cup 2026™, with an estimated 300,000 unique spectators expected to visit the region during the tournament. 

The Beltline’s approach emphasizes economic readiness and resilience, helping small businesses prepare for increased visibility and demand while providing clear, accessible pathways to participate in World Cup–related activities. 

Centralized Digital Info Hub  

The Beltline has launched a centralized FIFA World Cup Digital Information Hub, serving as a one-stop resource for residents, small businesses, creatives, and visitors alike. The hub will feature World Cup related information, live event listings across the nearly 17-mile activation corridor, dining, recreation, and cultural recommendations, and resources and guidance to help small businesses participate in and benefit from World Cup opportunities.  

Business Readiness Toolkit & Activation Playbook 

Developed in collaboration with the City of Atlanta, Invest Atlanta, the Atlanta Convention & Visitors Bureau, and the FIFA World Cup Host Committee, the Business Readiness Toolkit and Activation Playbook is a comprehensive resource designed to help small businesses prepare for and participate in World Cup-related activities.   

The guide provides key information, resource links, practical readiness checklists and planning considerations to help businesses prepare for increased foot traffic, visibility, and demand, while also offering clear guidance on how businesses, organizations, and community groups can host events and activations in compliance with FIFA and City of Atlanta guidelines. This document was developed with support from E-StreetTeam, in collaboration with Atlanta Beltline staff and partner agencies. 

“Global events can create real opportunities for local businesses — but only if they’re prepared,” said Lamar Stewart, Director of Initiative and External Relations & Interim Executive Director, Showcase Atlanta. “By providing clear resources and guidance, this approach helps small businesses understand what to expect and how to participate in a way that’s realistic and accessible.” 

Atlanta Beltline Fest: Celebrating the Cup, Culture & Community 

As part of the broader strategy, Atlanta Beltline Fest will serve as a free, trail-wide celebration taking place over multiple weekends during the World Cup. The festival will connect the Eastside, Southside, and Westside Trails, creating opportunities for residents and visitors to experience Atlanta’s culture while supporting local vendors, artists and small businesses. Located along the Southside Trail at 356 University Ave., adjacent to Pittsburgh Yards®, the festival will feature live music, performances, food trucks, local vendors, and art installations. Event dates and additional details on how businesses and artists can participate will be announced at a later time. 

“This is about readiness and access,” said Kelvin Collins, Vice President of Economic Development for Atlanta Beltline, Inc. “The World Cup presents a once-in-a-generation moment for Atlanta, and our focus is on ensuring local businesses have the tools and visibility they need to participate in that moment in a way that’s authentic, inclusive, and rooted in community.”  

By the start of the World Cup, nearly 17 miles of continuous, paved Beltline mainline trail will be delivered, connecting 36 neighborhoods across the Northwest, Westside, Southside, Eastside, and Northeast corridors, creating the longest continuous stretch of trail to date. The trail network provides access to major parks, destinations, and activity areas, including proximity to Mercedes-Benz Stadium, where World Cup matches will be played. 

For tools, resources, and updates, visit beltline.org/FIFA-world-cup.