The interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

The interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning News

ARLINGTON – Metaphorically, the clock ticks more loudly by the hour, with a mounting blend of urgency and excitement. 

For the first time since 1994, the outer band of the monthlong World Cup cyclone has arrived in North Texas, with preparations and anticipation building toward Sunday’s first match here. 

A grand opening news conference occurred Wednesday afternoon for the Dallas Host City Media Center at Kay Bailey Hutchison Convention Center.

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And in Arlington, about 50 reporters received a preview tour as workers finalized the transformation of AT&T Stadium to “Dallas Stadium,” which will host a World Cup-most nine matches. 

“The venue here in Dallas has been so accommodating, so helpful in every way,” said Ian Craig, FIFA’s pitch venue manager for the matches here. “This is a fabulous stadium.” 

For soccer novices, a brief explainer: Pitch is soccer’s term for playing surface. Natural grass is a strict FIFA requirement for all 104 World Cup matches that will be played in 16 venues across the United States, Canada and Mexico. 

This 23rd quadrennial World Cup, the most expansive in the event’s history, officially begins Thursday with two matches in Mexico, starting with that host nation’s 2 p.m. game against South Africa in Mexico City. 

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There will be two matches Friday, including the United States’ Group D opener against Paraguay in Los Angeles. 

After four more matches on Saturday, North Texas finally gets into the tournament fray with Sunday’s 3 p.m. Group F matchup between Netherlands and Japan. 

With a projected 3.8 million fans flocking to North Texas during the next month, early arrivals who want to get into the World Cup spirit before Sunday can attend Thursday’s opening of the FIFA Fan Festival at the Pavilion at Fair Park. 

As for AT&T Stadium, aka Dallas Stadium to conform to FIFA’s sponsor policies, the name and pitch changes were only part of the metamorphosis reporters saw Wednesday. 

There’s also Pepsi to Coke. Football to futbol. Dallas Cowboys signage to FIFA 2026 World Cup. At least one Cowboys fan shop still was in mid-transformation to a FIFA merchandise and apparel store. 

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Stadium general manager Tod Martin noted that most of the physical upgrades to the high-end hospitality areas and suites were part of the $300 million “refreshen” that the Cowboys commissioned before last season. 

One hospitality area, though, has been renamed the Trophy Lounge for World Cup. Another has temporarily changed from Legends Club to “Champions.” 

Reporters also got glimpses of the transformed locker rooms, including Locker Room A, which will host world power Argentina and superstar Lionel Messi on June 22, when they meet Austria in the first of Argentina’s two matches here in five days. 

Most reporters’ focus Wednesday, though, was on the pitch and Martin’s innovative rigging of the Grow Lights system to the stadium rafters. While all domed and roofed venues in this World Cup are using Grow Lights, the other systems have to be wheeled in and out by crews. 

“Which makes our life a lot easier,” said FIFA’s Craig, who is working his third World Cup. “It cuts out a lot of work for us . . . Effectively, what we’re trying to do is create an environment indoors that can sustain the grass growth throughout this tournament.”

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From all appearances, at least visually because reporters weren’t allowed to step on the turf, the system is working well. The Kentucky bluegrass and ryegrass pitch, grown in Colorado and shipped to North Texas in refrigerated trucks, was installed in mid-May. 

Is it pitch-perfect for Sunday?

“It’s where I want it to be at the moment,” Craig said. “As a turf professional, I’m never fully satisfied. It can always be better.” 

Craig said the pitch probably would be mowed 10 or 11 more times before Sunday. To what height? 

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“Twenty-two to twenty-five centimeters,” Craig said.

North Texas FWC Organizing Committee co-chairs Nina Vaca (left), Dan Hunt (center) and Executive Director for the Dallas Sports Commission Monica Paul (third from right) deliver remarks during a press conference opening the Dallas Host City Media Center in Dallas, June 10, 2026.

North Texas FWC Organizing Committee co-chairs Nina Vaca (left), Dan Hunt (center) and Executive Director for the Dallas Sports Commission Monica Paul (third from right) deliver remarks during a press conference opening the Dallas Host City Media Center in Dallas, June 10, 2026.

Tom Fox/The Dallas Morning NewsThe interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

The interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsThe interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

The interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsThe Japanese and Northlands flags are displayed on the video board during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host the two teams Sunday and 8 other matches including the semifinal in July.

The Japanese and Northlands flags are displayed on the video board during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host the two teams Sunday and 8 other matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsThe Japanese and Northlands flags are displayed on the video board during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host the two teams Sunday and 8 other matches including the semifinal in July.

The Japanese and Northlands flags are displayed on the video board during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host the two teams Sunday and 8 other matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsThe interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

The interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsESPN Deportes reporter Carlos Nava (right) reports from one of the teams locker rooms during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

ESPN Deportes reporter Carlos Nava (right) reports from one of the teams locker rooms during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsESPN Deportes reporter Carlos Nava (right) reports from one of the teams locker rooms during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

ESPN Deportes reporter Carlos Nava (right) reports from one of the teams locker rooms during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsThe exterior of Dallas Stadium is pictured during a media tour of Dallas Stadium in Arlington, June 10, 2026. FIFA is ready for the World Cup and will host 9 matches including the semifinal in July.

The exterior of Dallas Stadium is pictured during a media tour of Dallas Stadium in Arlington, June 10, 2026. FIFA is ready for the World Cup and will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsThe interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

The interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsA cameraman pass by the Japanese bench during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host Japan and the Netherlands Sunday and 8 other matches including the semifinal in July.

A cameraman pass by the Japanese bench during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host Japan and the Netherlands Sunday and 8 other matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsAn interior view of a soccer-themed luxury suite during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

An interior view of a soccer-themed luxury suite during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsAn interior view of a soccer-themed luxury suite during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

An interior view of a soccer-themed luxury suite during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsAn interior view of a soccer-themed luxury suite during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

An interior view of a soccer-themed luxury suite during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsAn interior view of a soccer-themed luxury suite during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

An interior view of a soccer-themed luxury suite during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsAn interior view of a soccer-themed luxury suite during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

An interior view of a soccer-themed luxury suite during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsA view of the pitch from a lower luxury suite is seen during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

A view of the pitch from a lower luxury suite is seen during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsA view of the pitch from a lower luxury suite is seen during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

A view of the pitch from a lower luxury suite is seen during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsAn interior view of a luxury club during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

An interior view of a luxury club during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsAn interior view of the main concourse club during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

An interior view of the main concourse club during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsThe interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

The interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsThe interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The Dallas Cowboys Super Bowl banners hang fro the rafters. The stadium will host 9 matches including the semifinal in July.

The interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The Dallas Cowboys Super Bowl banners hang fro the rafters. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsThe interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

The interior of Dallas Stadium is outfitted for the FIFA World Cup as seen during a media tour in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsAn interior view of the main concourse club during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

An interior view of the main concourse club during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsFried Squash Blossom made with asadero cheese and pepita vinaigrette is prepared during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The dish will be served in premium areas of the stadium, which will host 9 matches, including the semifinal in July.

Fried Squash Blossom made with asadero cheese and pepita vinaigrette is prepared during a FIFA World Cup media tour of Dallas Stadium in Arlington, June 10, 2026. The dish will be served in premium areas of the stadium, which will host 9 matches, including the semifinal in July.

Tom Fox/The Dallas Morning NewsCulinary Director Marcelo Vasquez puts the finishing touches on soccer ball-topped deserts during a media tour of FIFA World Cup’s Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Culinary Director Marcelo Vasquez puts the finishing touches on soccer ball-topped deserts during a media tour of FIFA World Cup’s Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsAn All Beef Texas Pie Dog is featured is one of the general concessions to be sold during the FIFA World Cup matches. The food was part of a media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

An All Beef Texas Pie Dog is featured is one of the general concessions to be sold during the FIFA World Cup matches. The food was part of a media tour of Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsCulinary Director Marcelo Vasquez puts the finishing touches on soccer ball-topped deserts as media members record the display of food. Media was given a tour of FIFA World Cup’s Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Culinary Director Marcelo Vasquez puts the finishing touches on soccer ball-topped deserts as media members record the display of food. Media was given a tour of FIFA World Cup’s Dallas Stadium in Arlington, June 10, 2026. The stadium will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsThe exterior of Dallas Stadium is pictured during a media tour of Dallas Stadium in Arlington, June 10, 2026. FIFA is ready for the World Cup and will host 9 matches including the semifinal in July.

The exterior of Dallas Stadium is pictured during a media tour of Dallas Stadium in Arlington, June 10, 2026. FIFA is ready for the World Cup and will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning NewsThe exterior of Dallas Stadium is pictured during a media tour of Dallas Stadium in Arlington, June 10, 2026. FIFA is ready for the World Cup and will host 9 matches including the semifinal in July.

The exterior of Dallas Stadium is pictured during a media tour of Dallas Stadium in Arlington, June 10, 2026. FIFA is ready for the World Cup and will host 9 matches including the semifinal in July.

Tom Fox/The Dallas Morning News