SAN DIEGO—As the FIFA World Cup 2026 gets underway, San Diego is positioning itself as a regional hub for soccer fans, with international team training camps, exhibition matches, watch parties, and fan experiences throughout the destination.
San Diego serves as a training base for two national teams during the tournament. New Zealand’s men’s national soccer team is training at Torero Stadium on the University of San Diego campus, while Switzerland’s national team is based at San Diego Jewish Academy in Carmel Valley.
In addition, Snapdragon Stadium hosted two international friendlies as part of its “Countdown to ’26” series—with Switzerland facing Australia on June 6 and Colombia playing Jordan on June 7—giving local fans an opportunity to watch international competition ahead of the World Cup.
To increase the city’s visibility during the tournament, the San Diego Tourism Authority launched a marketing campaign targeting international visitors arriving in Southern California. The campaign includes Metro bus wraps in Los Angeles, digital billboards along Interstate 405, and branded activations at Los Angeles International Airport (LAX).
The tourism authority has also highlighted a range of venues across San Diego hosting World Cup-themed events and watch parties. In Mission Beach, Fit Social is serving as San Diego FC’s Soccer Celebration headquarters throughout the tournament, featuring live match broadcasts, entertainment, giveaways, merchandise, and food and beverage specials. The Goal Post Garden in Mission Valley, located near San Diego FC’s official team store and Novo Brazil Brewing Co., has been transformed into a family-friendly fan zone with soccer activities, games, and live match screenings. Fans supporting New Zealand’s national team can gather at Queenstown, a New Zealand-themed restaurant and bar with four San Diego-area locations, where matches will be shown throughout the tournament. At Puesto restaurants, guests can select a favorite team and receive a free taco following each team victory during the tournament.
For a traditional sports bar atmosphere, several well-known soccer-viewing destinations across the city are participating in World Cup festivities. Barleymash in the Gaslamp Quarter, Bluefoot Bar & Lounge in North Park, Shakespeare Pub & Grille in Mission Hills, and Princess Pub & Grille in Little Italy all are featuring match broadcasts, food and beverage specials, and dedicated fan gatherings throughout the tournament.
Several hospitality venues are also hosting watch parties. The rooftop at Carté Hotel San Diego is screening matches with special food and beverage offerings, while Rooftop Cinema Club Little Italy is presenting outdoor watch parties atop the Porto Vista Hotel.
At LEGOLAND California Resort, a limited-time FIFA World Cup 2026 Experience runs through July 19. The activation includes soccer-themed LEGO building opportunities, interactive challenges, and displays featuring LEGO versions of prominent soccer stars.
The increased soccer activity comes as San Diego Tourism Authority continues to leverage major sporting events as part of its tourism strategy, drawing visitors to the destination through a combination of international competition, hospitality offerings, and fan-focused experiences.
San Diego Tourism Authority promotes tourism throughout the San Diego region and represents more than 1,000 tourism-related organizations, businesses, local governments, and individuals. The organization is funded primarily through assessments collected by the San Diego Tourism Marketing District.
