“Our North Texas [FIFA World Cup] Organizing Committee has done a masterful job of bringing our community together and setting the stage for an event that will place our region in the spotlight around the world,” says Dallas Cowboys chief operating officer Stephen Jones (left), pictured with his father and Cowboys owner, Jerry Jones.
Tom Fox/The Dallas Morning News
The Dallas Cowboys and FC Dallas President Dan Hunt have become Official Dallas World Cup 2026 Host City Supporters, a key development as the start of the World Cup is less than a month away.
The Cowboys and Hunt join UT Southwestern Medical Center, the North Texas Sports Foundation (Official Legacy Supporter), Choctaw Casinos & Resorts and Coca-Cola Southwest Beverages as previous local sponsors secured by the North Texas FIFA World Cup, or FWC, Organizing Committee.
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“These two are very special,” Monica Paul, the president of the organizing committee, told The Dallas Morning News. “Both the Cowboys organization, the AT&T Stadium team, the [Jerry] Jones family themselves, Dan, they’ve been with us through this entire process.
“This is something that we’ve been working on collectively for nine years. And not only for the World Cup, but for a lot of things throughout the community, for any major sporting event that’s happening here, they’re very supportive along the way.”
The partnerships allow sponsors to play a role in community initiatives and will include visibility throughout the region through an array of events and promotions. Financial terms of the deals were not disclosed.
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“Our North Texas FWC Organizing Committee has done a masterful job of bringing our community together and setting the stage for an event that will place our region in the spotlight around the world,” Dallas Cowboys chief operating officer Stephen Jones said in a statement. “The commitment that we share as a Host City Supporter is a reflection of our deep dedication to making this successful in every possible way, while leaving a lasting, positive imprint for years to come.”
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Paul stressed the value of integrating the internationally recognized Cowboys’ brand into the FIFA Fan Festival at Fair Park and through other promotion and events the team is planning at their headquarters at The Star in Frisco. For visitors coming to D-FW from around the world, she said, the Cowboys brand brings instant recognition.
“We have one of the most unified bids in the entire World Cup process,” Hunt told The News. “The reason I say that is that the Joneses are friends of ours. We’ve been business partners since the late ’80s. Jerry has been engaged on the World Cup as much as anything I’ve ever seen in my life, with the exception of the Dallas Cowboys.”
Paul’s voice cracked with emotion when asked what Hunt, the co-chair of the North Texas World Cup Organizing Committee, has meant to World Cup efforts. In many ways, this has been a nine-year sprint in preparation, all of which culminates next month.
She referenced Hunt continuing the legacy of his late father, Lamar, who was the co-chair of the Dallas Host Committee for the 1994 World Cup.
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“The legacy of what the Hunt family means to soccer, to sports, what they already mean here for sports within the North Texas area, it’s just one that’s really special to see Dan step up and show his support for us, ensuring that we’re going to be successful in this World Cup for North Texas.
“He believes in the legacy of what this World Cup can mean for soccer and for this region. There are certain things we may not have here for this World Cup if it weren’t for Dan and his leadership.”
Hunt is particularly focused on community efforts, legacy initiatives, bringing the game of soccer to underserved communities as well as continued efforts to land the Women’s World Cup in 2031. He said he wants to bring the Women’s World Cup Final to D-FW in 2031.
“It’s really easy to support this and be one of the Host City Supporters, because this is good for our community and good for the game of soccer,” Hunt said. “If you need a prime example of somebody who has benefited from the World Cup [over the years], I have my dream job because of it. It was easy to put my time and effort toward it. You also have to step up financially. I was proud to do that.”
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North Texas FWC Organizing Committee co-chair and FC Dallas President Dan Hunt has signed on as an Official Dallas World Cup 2026 Host City Supporters.
Tom Fox/Staff Photographer
Host cities can have 10 sponsors
Beginning June 14 with Netherlands-Japan, AT&T Stadium, which will be called Dallas Stadium for the event, will host nine World Cup matches, the most of any venue in the 48-team event, including a semifinal.
Each of the 16 North American host cities — including 11 in the United States — can have as many as 10 official sponsors.
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Host City Supporters cannot conflict with FIFA’s commercial partners in the same sponsorship category. FIFA provides the organizing committees a comprehensive list of available sponsorship categories that won’t conflict.
Host cities are seeking to raise anywhere between $100 million and $150 million to offset the costs of hosting matches, staging official fan festivals and other expenses, including several legacy initiatives. Securing deals with Host City Supporters is critical to those fundraising efforts.
Paul said to expect sponsor promotions at the FIFA Fan Festival at Fair Park, which will be open 34 of the 39 days of the first World Cup in North America in 32 years. Several other events the organizing committee is hosting in the coming weeks will also see branding.
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“Our Host City Supporters are our foundation,” Paul said, “basically of us being able to put this World Cup on, of being able to put on a 34-day fan festival, free and open to the public, for us being able to create all the legacy elements. We want to be the best. We want to represent our city and region. And in order to do that, you have to have Host City Supporters to help you along the way. We are very thankful and grateful for them stepping up and running alongside us as partners.”