The World Cup is coming to Atlanta. Small businesses hope it pays off.

The announcement that Atlanta will host matches during soccer’s most-watched tournament sent ripples through the city’s business community, where owners have begun pouring resources into preparation. For a metro area still rebuilding its reputation after years of uneven growth, the World Cup offers more than just a chance to host international visitors—it’s a litmus test for whether Atlanta can translate prestige into sustained economic momentum. Unlike cities with deep soccer traditions, Atlanta’s fanbase remains fragmented, meaning small businesses risk uneven returns on their investments. Yet the gamble reflects a broader shift: cities once overlooked in global sports are now aggressively courting events to burnish their profiles, even when the financial upside is uncertain. Atlanta’s bid relied heavily on its infrastructure, particularly Mercedes-Benz Stadium, which already proved its mettle during Super Bowl LVIII. But the World Cup’s arrival arrives against a backdrop of rising commercial rents and lingering post-pandemic caution among consumers. Many entrepreneurs betting on the tournament are doing so without the safety net of long-term tourism data, instead relying on projections about foot traffic and hospitality demand. The stakes are highest for minority-owned businesses, which make up a significant share of Atlanta’s retail and dining scene; their participation could shape whether the city’s economic benefits are distributed equitably or concentrated among established players. Questions linger about the tournament’s legacy. Will the influx of visitors translate into repeat tourism, or will the boost be fleeting? Atlanta’s transient workforce—including many in gig-based roles—may see temporary gains, but lasting job growth depends on whether the city can leverage its newfound visibility beyond the event’s 30-day window. There’s also the matter of infrastructure strain: can public transit handle the surge without collapsing, and will local residents see the World Cup as a gift or an imposition? For a city still grappling with its identity between Southern tradition and global ambition, the World Cup is less a sure thing than a high-stakes experiment. If successful, it could validate Atlanta’s strategy of hosting marquee events to drive growth. If not, it may force a reckoning about whether the city’s resources are being deployed in ways that benefit all residents—or just a select few. The outcome will be watched closely by other mid-sized metros eyeing the same playbook.