Atlanta isn’t just hosting games. Atlanta is preparing to activate culture, community, and the local economy, and small businesses are central to that plan.

The Big Picture

Atlanta will host 8 FIFA World Cup™ matches
An estimated 300,000+ visitors will come through the city
17 miles of the Atlanta Beltline will be completed and fully connected in time for the main events
Segments 2–5 will create a continuous paved loop for walking, riding, gathering, and engagement across neighborhoods

This isn’t just infrastructure. This is an economic engine.

The Beltline Activation Strategy: An Economic Catalyst

The Atlanta Beltline is positioning itself as the front door to the World Cup experience in Atlanta, for residents, visitors, and businesses alike.

Start Here: The Beltline Information Hub

This is your digital starting point: https://beltline.org/fifa-world-cup/

This hub will serve as the one-stop platform for:

Live event listings
Dining, arts, and cultural experiences
Recreation and activities between matches
Resources specifically designed for small businesses

If you’re serious about participating, bookmark this site and check it regularly.

Tools Every Small Business Should Download Now

1. Business Readiness Toolkit & Activation Playbook

Available directly from the Beltline website homepage (next to “Pink Pothos”).

This toolkit helps businesses:

Stay compliant
Understand World Cup–related opportunities
Learn how to host events and activations
Prepare for increased foot traffic and visitors
Position themselves for visibility and revenue

This is not optional reading. It’s foundational.

2. Small Business Readiness Program (Business Accelerator)

Includes business coaching
The next cohort begins January 12
Designed to get businesses World Cup–ready, not overwhelmed

If you’ve been waiting for the right moment to strengthen your operations, this is it.

Beltline Marketplace: Four Key Locations

Four Atlanta Beltline Marketplace locations will be open to support residents and visitors during World Cup activations:

Krog Streeet
Freedom Parkway
The Container Courtyard at Pittsburgh Yards
Allene

Fourteen small businesses will activate across these locations, creating opportunity, exposure, and economic momentum along the trail.

The Atlanta Beltline Fest: Cup, Culture, Community

The Atlanta Beltline Fest will be the signature World Cup activation.

What we know so far:

A trail-wide, multi-day celebration
Taking place over multiple weekends during the World Cup
Spanning 17 miles of open trail
Connecting Eastside, Southside, and Westside trails
Anchored at Pittsburgh Yards
Featuring music, live performances, Atlanta arts and culture
Food trucks, local vendors, and small business pop-ups throughout the corridor

Clyde Higgs shared that Pittsburgh was intentionally chosen to anchor these events — to elevate and highlight a true Atlanta experience for everyone.

Authenticity. Community. Economic inclusion.

Important Notes for Small Businesses

Businesses interested in hosting viewing parties must apply for a FIFA license
Applications will open next year
Now is the time to plan, prepare, and position yourself

The teams coming to Atlanta include: Spain, Morocco, Cabo Verde, Uzbekistan, Saudi Arabia, Haiti, and South Africa

That means global visitors, global culture, and global opportunity in Atlanta

Deeg Consulting Takeaway

This is not about waiting until 2026.

This is about preparation now:

Learning the landscape
Understanding the tools available
Strengthening your operations
Positioning your business for visibility and participation

If you are a small business in Atlanta and you want to be part of this moment, start here: https://beltline.org/fifa-world-cup/

Atlanta is getting ready. The Beltline is activating. Now it’s time for small businesses to do the same.

We’ll be sharing more as this unfolds, and helping businesses stay steady, visible, and prepared every step of the way.

— Deeg Consulting