On Tuesday night, the Dallas–Fort Worth chapter of the National Association of Women Business Owners (NAWBO DFW) used its recent “Money Moves & Global Plays: Holiday Edition” program to deliver a clear message to women entrepreneurs: the 2026 FIFA World Cup represents a once-in-a-generation business opportunity, and North Texas should be preparing now.
The event combined networking, member recognition and a policy-focused conversation about how women-owned firms can position themselves for contracts, partnerships and increased consumer traffic tied to the global tournament. This program was presented with support from Bank of America, a committed partner in advancing women-owned businesses across North Texas, underscoring the shared mission of expanding opportunity and strengthening the region’s business ecosystem.
The evening featured a fireside chat between NAWBO DFW president-elect Sammi Bivens and Noelle LeVeaux CMO for the FIFA World Cup 2026 Dallas local organizing committee.
Before the discussion, NAWBO DFW held a pinning ceremony to welcome several new members, underscoring the organization’s emphasis on sisterhood, collaboration and shared economic advancement.
“As you receive your pin, know that it’s more than just a membership,” attendees were told. “This is a commitment to collaboration, growth and building a legacy of women business owners.”
World Cup scale and local opportunity
LeVeaux outlined the scale of the 2026 tournament and its projected impact on the regional economy, noting that Dallas will host multiple matches, serve as home base for several national teams and anchor a 39-day Fan Festival.
“We’re talking about nearly 4 million visitors and around 100,000 people a day in market,” LeVeaux said. “My goal is that every business in the region looks at June and July of 2026 and says, ‘That was the best summer of business I’ve ever had.’”
LeVeaux explained that the Dallas Convention Center will operate as an international broadcast hub, housing thousands of journalists who will “essentially live there” during the tournament. She said needs will range from dry cleaning and catering to signage, logistics, entertainment and hospitality.
While much of the official work will be managed through primary contractors such as C3 Presents, LeVeaux stressed that there is substantial room for smaller firms and hyperlocal businesses to benefit.
“You don’t have to say ‘FIFA’ or ‘World Cup,’” she said. “This is going to take over the region. Anything you can do that intersects your brand or business with this global moment creates opportunity.”
She encouraged entrepreneurs to think creatively about how to align their offerings with increased visitor traffic, media presence and corporate activity — from themed restaurant specials and hospitality packages to tours, children’s services and pop-up experiences.
Vendor registration and community engagement
LeVeaux urged business owners to register in the official vendor and engagement portals at North Texas Business Connect Program – FIFA World Cup 26 Dallas™, describing them as the primary entry points into World Cup-related procurement and programming. The vendor database, she said, is being used not only by the local organizing committee, but also by major event partners and destination organizations and will continue to live beyond 2026.
“If you’re not in the database, we can’t find you,” LeVeaux told the audience. “Dallas Sports Commission and Visit Dallas will continue to use that system, and it will matter again when we go after events like the 2031 Women’s World Cup.”
She also highlighted the Community Engagement Playbook, which outlines additional ways to participate, including:
- Submitting entertainment acts or community groups for Fan Festival stages.
- Listing local restaurants and venues for inclusion in official guides and apps.
- Identifying under-resourced neighborhoods, schools or parks that could benefit from legacy investments such as soccer pitches and programming.
LeVeaux noted that legacy planning is being developed in partnership with the U.S. Soccer Foundation and is intended to support long-term community benefits in historically underinvested areas.
Capacity, cash flow and realistic planning
Audience questions reflected practical concerns, including working capital, staffing and contract terms for a 39-day event.
LeVeaux acknowledged that operating at Fan Festival scale will require careful planning.
“Thirty-nine days of activation is a lot. You’re talking about 10–12 hour days in many cases,” she said. “You have to map out your business plan — staffing, materials, cash flow — well in advance.” Some contracts have been structured with phased payments, including portions paid in 2025 and 2026, but stressed that businesses must still prepare for the realities of large-scale event work.
As one strategy for building capacity, LeVeaux recommended that business owners consider internship programs with college students who are eager to add World Cup experience to their résumés.
Policy, advocacy and the role of NAWBO DFW
For NAWBO President Karen “KJ” Johnson , the World Cup conversation is directly connected to NAWBO DFW’s broader mission around policy, equity and access for women business owners.
“The core of what we do is push policy that positively impacts women business owners,” she said, pointing to recent debates around the status of minority- and women-owned business certification in Texas.
Amid the growing concern over recent actions by Texas acting Comptroller Kelly Hancock, whose move to remove HUB (Historically Underutilized Business) designations for women- and minority-owned businesses has created new barriers for entrepreneurs across the state. The decision, which contradicts long-standing legislative intent, threatens to limit access to state contracts and reduce critical economic opportunities for underrepresented business owners. Johnson emphasized the importance of policy awareness and collective advocacy, noting that protecting HUB access remains a core priority for the organization and its statewide partners.
“One of my goals for NAWBO is to put women in rooms they otherwise would not have been in,” she said. “We have played small for too long. It’s time to get women-owned businesses over the million-dollar mark, hiring more people and circulating more dollars in our communities.”
Nonprofits as businesses
The discussion also touched on how nonprofit organizations can position themselves within this moment. In response to a question from a nonprofit leader, LeVeaux argued that nonprofits should adopt more business-minded practices.
“You become a stronger nonprofit when you run your nonprofit like a business,” she said, citing performance reviews, strategic planning and financial systems as areas where nonprofits can mirror for-profit operations. “I’ve worked for some of the largest nonprofits in town, and even big organizations struggle when they don’t fully embrace the business side.”
Bivens noted that NAWBO DFW plans to incorporate nonprofit training into its “Coaching for Impact” programming next year to support mission-based organizations in building more sustainable models.
Leadership and authenticity
LeVeaux, whose career includes leadership roles at D Magazine Partners, Children’s Medical Center, Visit Dallas and the Texas Women’s Foundation, also spoke about her personal approach to leadership. She emphasized authenticity, reliability and a willingness to perform any task necessary — from high-level strategy to packing bags before major events.
“Relationships matter, but the step before that is being good at what you do,” she said. “I’ve always believed you should never be above the work. If it helps the organization look good and deliver, I’m willing to do it.”
She also acknowledged the challenge of maintaining balance while managing a demanding travel schedule and family life.
“I don’t know that it’s balance as much as finding joy and perspective,” LeVeaux said, referencing her daughters and her commitment to creating opportunities for other Black women and girls. “You have to pause and recognize how rare and meaningful it is to be part of something like this.”
“Don’t just talk about it — do it”
As the conversation closed, LeVeaux offered a succinct message to the room of women entrepreneurs looking ahead to 2026.
“If you’re thinking about something, planning it, talking about it — do it,” she said. “Dallas Sports Commission can bring the opportunity to your doorstep. Your job is to decide what you’re going to do with it.”
For NAWBO DFW, the event reinforced both the urgency and the possibility of the moment: a global tournament on home turf, a region in economic motion and a network of women business owners intent on not being left on the sidelines.
