NEWS

Mayor Lurie Kicks Off FIFA World Cup In San Francisco With Celebrations Planned In Neighborhoods Across City

Office of the Mayor

Watch Parties Will Take Place Across City, Including Fan March to Thrive City for Team USA’s First Match on June 12; Public Safety and Clean Streets Remain Priority, Supported by Months of Coordination Across City Departments and With Regional Partners; Residents and Visitors Encouraged to Use City’s Shop Dine World Cup SF Guide, Take Public Transit, and Sign Up for Safety Alerts Through AlertSF; Follows Safe, Successful Super Bowl 60 and Other Major Events Driving Tourism to Record Highs and Accelerating San Francisco’s Economic Recovery

SAN FRANCISCO – Mayor Daniel Lurie today kicked off San Francisco’s FIFA World Cup celebrations, with weeks of activations planned throughout the city as the Bay Area prepares to host six matches between June 13 and July 1 as part of the world’s largest sporting event. Building on the success of major events like Super Bowl 60 earlier this year, which generated approximately $425 million in economic impact for the city and 4,000 jobs regionally, the city’s World Cup activities will focus on supporting local small businesses and generating excitement across the city’s neighborhoods. Clean and safe streets will be Mayor Lurie and the city’s top priority through the events, building on the success of large events the city has hosted successfully over the last 18 months.

On the heels of the busiest-ever Memorial Day at San Francisco International Airport, San Francisco is on track for record-breaking tourism numbers in 2026. The FIFA World Cup marks yet another major sporting event helping to drive the city’s economic recovery, following a safe NBA All-Star Weekend that generated more than $300 million in economic impact and Super Bowl 60—those events along with the World Cup were projected to generate a total of $1.4 billion in economic impact for the Bay Area. Music and other cultural events also continue to be essential drivers, with last year’s “Summer of Music” drawing tens of thousands of people and generating over $150 million in local economic activity, and the city continues to support a range of free concert series while offering SF LIVE, a free online show guide and events calendar to support arts institutions. As economic activity accelerates, San Francisco has gotten safer, with crime down 25% in 2025 and another almost 22% so far in 2026 while unsheltered homelessness fell to its lowest level in 15 years.

“Every time we host a big event, our neighborhoods rise to the occasion. Every time, our small businesses show the world what makes this city special. And starting this week, the World Cup will bring energy to neighborhoods across San Francisco,” said Mayor Lurie. “The SFPD and our public safety partners have been planning for months, and Muni will provide additional transit service on major match days. As the Bay Area hosts six matches, San Francisco is where fans will gather—attending neighborhood watch parties and filling local restaurants and bars. And we are ready to welcome them.”

Key resources for residents and visitors include:

“As we begin to welcome fans from around the world, the Bay Area stands ready to once again take the stage as the epicenter of sport. This is a once-in-a-lifetime opportunity for fans in the region to experience the largest sporting event in history,” said Zaileen Janmohamed, Bay Area Host Committee President and CEO. “To meet that moment, we're bringing together our counties, our cultures, our communities, and our cities while welcoming the world into our home—and we are ready. As the first region to host both a Super Bowl and FIFA World Cup matches in the same year, we're wrapping an epic 18 months in sports that will bring an estimated $1.4 billion to our region. We are hosting a series of activations, celebrations, and community-driven initiatives all designed to showcase the spirit, diversity, and innovation that only the Bay Area can offer, and we are doing so while leaving behind a legacy of positive impact we can all be proud of.”

ACTIVATING NEIGHBORHOODS ACROSS THE CITY

To help connect visitors with local businesses and experiences, the Office of Economic and Workforce Development has launched the Shop Dine World Cup SF website guide, featuring restaurants, bars, retailers, and themed events across San Francisco’s neighborhoods. The guide will help visitors support local businesses, including legacy businesses, and explore commercial corridors in neighborhoods like the Bayview, the Castro, Haight-Ashbury, Hayes Valley, the Marina, the Mission, the Richmond, and South of Market. Nearly 100 bars and restaurants across the city are expected to participate in World Cup festivities, with that number continuing to grow.

“As a small business owner in the Haight-Ashbury neighborhood, I am thrilled that San Francisco will be hosting FIFA World Cup events and welcoming visitors from around the world,” said Sunny Powers, Owner of Love on Haight and Haight Street Merchants Association President. “The World Cup is an incredible opportunity to showcase the energy, creativity, and diversity that make our city so special. We hope visitors take time to explore iconic neighborhoods like Haight-Ashbury, support local businesses, enjoy our restaurants, and experience the culture that has made San Francisco a destination for generations. We look forward to sharing the spirit of our city with fans from across the globe and creating memorable experiences both on and off the field.”

FIFA has licensed 20 public viewing events and watch parties across the city, with each prepared to draw hundreds of attendees. These events will bring fans to San Francisco’s iconic neighborhoods, welcoming residents and visitors while supporting restaurants, bars, and other local businesses.

Major events include a fan march from Crane Cove Park to the viewing party at Thrive City for Team USA’s first match on June 12 and a fan march from Pier 48 to Thrive City for Team Mexico’s first match on June 18, with pre-match live music. Watch parties will also be held at Thrive City at Chase Center, China Basin Park in Mission Rock, Pier 39, Yerba Buena, The Midway, and the Crossing at East Cut with Street Soccer USA. Additional viewings throughout the tournament will be hosted at the Presidio Main Lawn and SPARK Social, with AMC Metron also partnering with Telemundo to broadcast live matches in Spanish throughout the tournament.

“Pier 39 is thrilled to be home of the FIFA World Cup 26™ SF Bay Area Host City Soccer Ball—an iconic waterfront photo experience,” said Scott Gentner, Pier 39 President and CEO. “We are excited to welcome guests from around the world to our watch parties, featuring matches on our outdoor screen and across our restaurants.”

“The East Cut is ready for the world's biggest sporting event,” said Andrew Robinson, East Cut Community Benefit District Executive Director. “The Crossing at East Cut will be a downtown destination for fans, showing games throughout the tournament that will bring our neighborhood together and welcome visitors from across the city and around the globe. We're proud to be part of San Francisco's moment on the world stage, providing a place to gather and celebrate the spectacle.”

With the World Cup overlapping with Pride Month, Pride House San Francisco will also host viewing parties for Team USA’s matches with the Big Gay Watch Party at Beaux in the Castro on June 12, a Family Day at the Crossing at East Cut on June 19, and a Pride Watch Party on Yerba Buena Lane on June 25.

For the World Cup Final on July 19, watch parties will be held on the Yerba Buena Gardens’ Great Lawn co-hosted by the Yerba Buena Gardens Festival, Carnaval, and KALW; at KQED’s headquarters in the Mission hosted by Pride House San Francisco; at Pier 39 on the Embarcadero; at Thrive City outside Chase Center; and at China Basin Park in Mission Rock.

“The city is energized for the World Cup. Without a doubt, it’s a catalyst that brings people together, boosts tourism and supports small businesses,” said Scott Rowitz, Yerba Buena Partnership Executive Director. “The downtown Yerba Buena neighborhood is embracing the World Cup in a big way with public outdoor watch parties, screenings in movie theaters and bars, and special soccer related events. We’re rolling out the welcome mat for soccer fans of all ages and backgrounds.”

“This summer will be a special moment for soccer fans, and Thrive City is excited to create opportunities for supporters to celebrate the game together,” said Donna Daniels, General Manager, Chase Center. “Whether joining a fan march, watching a match on the largest outdoor video board in San Francisco or celebrating with fellow supporters, these events are designed to bring people together and create memorable experiences throughout the summer.”

A recent analysis designated the San Francisco Bay Area the most affordable World Cup host region in the United States, supported in part by the region’s low-cost public transportation.

“We are incredibly excited about the World Cup, especially because of the global spotlight it will shine on our city. Many people who visit end up leaving their hearts here in San Francisco,” said Alex Bastian, Hotel Council of San Francisco President and CEO. “We would like to thank Mayor Lurie and his team for their outstanding leadership and for all they have done over the past 18 months to help revitalize our city and support our hospitality community. Their efforts have played a significant role in restoring confidence in San Francisco and positioning the city for this extraordinary opportunity.”

“The San Francisco Council of District Merchants Associations is thrilled to welcome football fans from around the world to San Francisco,” said Tim Omi, Council of District Merchants Associations President. “The FIFA World Cup presents an incredible opportunity to showcase our city’s vibrant neighborhoods, diverse commercial corridors, world-class hospitality, and the small businesses that make San Francisco one of the most unique destinations on the planet. We look forward to sharing the best of our city with visitors from across the globe.”

“We are very excited for the upcoming FIFA games in the Bay Area,” said Laurie Thomas, Golden Gate Restaurant Association Executive Director. “They represent an opportunity not only to see more customers in San Francisco’s restaurants and bars during the game periods, but also to showcase San Francisco’s amazing culinary scene to the world.”

KEEPING SAN FRANCISCO SAFE AND CLEAN

In recent months, city departments and regional partners have developed a citywide preparedness strategy, drawing on successes and lessons from past events. As part of a busy spring and summer that also includes Pride Weekend and July 4 celebrations, public safety and emergency response departments are coordinated around information sharing, public safety planning, and response capabilities.

The San Francisco Police Department (SFPD) will be fully staffed for key World Cup activations, supported in part by Federal Emergency Management Agency funding secured in partnership with the Bay Area Host Committee.

San Francisco Public Works will strengthen 24/7 operations with extra street cleaning crews on the ground in the afternoons and at nights, particularly in areas hosting watch parties, on neighborhood commercial corridors, and at active gathering spots during matches.

The city’s Emergency Operations Center will be actively coordinating city departments for World Cup events, including:

  • Proactively monitoring all related events and 911 call volume citywide for emergency medical services and law enforcement assets
  • Sharing information quickly across departments to respond to any incidents or emergencies
  • Helping city services keep running smoothly before, during, and after events
  • Supporting coordinated street response efforts across public safety agencies and San Francisco Public Works to ensure issues are addressed quickly and neighborhoods remain clean and welcoming
  • Monitoring weather and other factors to adjust resources as needed

To support visitors, the Department of Emergency Management is launching a new WhatsApp channel to provide emergency alerts and timely, official public safety updates on a one-way platform widely used by international travelers. Residents and visitors can also sign up for AlertSF, the city’s official alert and warning system, either online or by texting the zip codes they will be visiting to 888-777. More information on public safety guidance for visitors is available online.

RELIABLE, AFFORDABLE TRANSPORTATION

After supporting nearly 3.5 million trips during Super Bowl week, Muni will support fans throughout the World Cup by providing safe, reliable, and affordable service to activities across the city, with close regional coordination to help fans travel to the city before and after matches. For the Bay Area’s four late matches, Muni will provide extended service past midnight, including bus shuttles from Fourth Street and King Street to Union Square helping riders connect seamlessly between Caltrain and BART. Shuttles will serve stops along the 45 Union‑Stockton route.

On June 11, SFMTA and the San Francisco Chamber of Commerce will launch Muni Goal Rush, encouraging residents and visitors to explore San Francisco’s neighborhoods via public transit while supporting local businesses and World Cup‑themed activities. Fans will be able to collect stamps by riding Muni to World Cup events and submit for a chance to win prizes like free Bay Area soccer team tickets or a Muni merchandise gift card.

“The World Cup is a once-in-a-generation opportunity for San Francisco to come together and show the world who we are,” said Rodney Fong, San Francisco Chamber of Commerce President and CEO. “Through Muni Goal Rush, we are proud to partner with SFMTA, our sponsors, and neighborhood businesses to help people explore the city, meet new people, ride transit, support local businesses, and experience the connection and shared excitement that global events bring out in all of us.”

San Francisco International Airport will also host a series of in-terminal activations, including interactive soccer games and a hologram of World Cup champion Brandi Chastain. Large-screen monitors will also be positioned throughout the airport for travelers to watch World Cup games live.

“San Francisco is ready to welcome the World Cup. This tournament is our opportunity to showcase the very best of this city to a global audience,” said Anna Marie Presutti, San Francisco Travel Association President and CEO. “With fan zones and activations planned across our neighborhoods, visitors have the chance to experience the culture, energy, and vibrancy that make San Francisco one of a kind.”