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Bothell outlines World Cup visitor strategy and limits on hosting official fan zones

Bothell City Council · December 10, 2025
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Summary

City staff said Bothell will market to World Cup visitors using Lodging Tax funds, coordinate transportation guidance to 'Seattle Stadium' matches, and rely on partnerships (Port of Seattle, UW, chamber) while noting FIFA licensing limits that restrict official fan zones to Seattle and Everett.

City economic-development and tourism staff updated the council Dec. 9 on Bothell’s preparations for the 2026 FIFA World Cup, including marketing funded by the Lodging Tax Advisory Committee and partnerships intended to connect visitors to regional match sites.

Ashish Joshi, the city’s economic development coordinator, and Danae McGee, arts and tourism manager, said the city will use hotel-motel tax funding to promote Bothell’s lodging, restaurants and events to visitors, begin ramping up World Cup content in January 2026 and provide transportation guidance to matches at “Seattle Stadium” (the transcript noted the stadium cannot be called by its commercial name in World Cup materials). Joshi said the city’s campaign will highlight downtown walkability, watch-party options and volunteer opportunities and will coordinate with the Port of Seattle, local chamber and university campus partners.

Staff told the council licensing rules from FIFA and the local organizing committee limit official fan zones to larger host cities; Bothell staff said the city will focus on supporting the official regional fan zones in Seattle and Everett and on organizing local watch-party and business engagement opportunities through partnerships with the University of Washington and campus facilities.

Council members asked about business outreach across all parts of the city, questions about cost and licensing for live viewing, and whether parks or additional downtown activations could host watch parties. Staff said they are in discussions about licensing costs per match and will return with details as FIFA and the local organizing committee clarify options.

Staff encouraged use of multiple communication channels to reach businesses not affiliated with the chamber and said they will continue to coordinate with hoteliers as occupancy information develops.