Small Businesses Benefitting from SEA&WIN

Written by Pei-Yan Shih

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Over the months of June and July, Seattle was thrust into the spotlight as fans, athletes, and media from around the world flocked to the city for the big games. The city received widespread acclaim after successfully hosting the USA vs. Australia match and welcoming tens of thousands of fans.

One reason Seattle stood out was that the World Cup fever extended beyond the stadiums to the surrounding communities. During this period, especially on match days, Pioneer Square was bustling with people. Local bars, restaurants, and businesses launched related activities to ensure the event benefited the neighborhood economy

Beyond Seattle's role as one of the host cities for the quadrennial sporting event, the Seattle FIFA World Cup 26™ Local Organizing Committee recognizes that the tournament's success is more than the attendance figures on match day. SeattleFWC26 placed an emphasis on Broaden the Benefit aiming to create long-lasting memories for visitors, residents, and local business owners in Washington communities.

Local businesses attributed their rapid growth in economic activity and exposure to the innovative, interactive mobile game app specially organized by SeattleFWC26. With the special design of SEA&WIN, visitors from all over the world are encouraged to explore the city for free with interactive experiences.

Launched in March, SEA&WIN inspires users to explore the neighborhood by checking in at participating locations, answering quizzes, and completing challenges to earn points. Not only visitors, but also locals, are encouraged to discover the people, places, artists, museums, cultural organizations, and small businesses that make the region unique.

By participating in the mobile game, players have the chance to win one of twelve pairs of tickets to attend the 2026 World Cup match. Considering that not all fans are able to afford tickets to the stadium or win the ticket lottery, this serves as an exciting incentive for everyone to download the game and enjoy their exploration in the city.

With almost four hundred businesses on the app, tourists are able to check out local businesses and cultural locations. SEA&WIN highlights the diversity of the Seattle community. Rather than solely focusing on the major tourist attractions, the app includes stops that tourists may not have thought of. Visitors are guided to local museums, restaurants, and cultural organizations. They are able to take quizzes, including trivia, and learn about the businesses and the surrounding area.

If players get enough points, they can go to pick up prizes at specific locations, such as the Friend Museum, which is located on King Street. Those prizes include posters, stickers, and even a limited number of golden balls, while the holder of the highest-scoring golden ball will get to attend matches at the Stadium for free.

Another unique connecting feature is the SEA Beacons, designed and created by Western Neon. They serve as a symbol of the businesses, organizations, and communities helping welcome the world to the region. More than five hundred SEA Beacons connected destinations across Seattle and Washington, showcasing the city and community as a welcoming and vibrant destination. The neon whales help attract more people, including those who didn't download the game, as they light up through windows and in spotlighted spaces for visitors and residents. Besides creating a unity feeling, SEA Beacons represent the arc of the communities, just like the arc of the whale.

Each stop represents more than a destination, opening up meaningful interactions between visitors and business owners. In addition, businesses gain benefits from increasing exposure and stronger community recognition while creating long lasting relationships with new customers that will return to visit even after the tournament concludes.

Together, SEA Beacons and SEA&WIN form a legacy across Washington, illuminated for the world to see. Their creation brings the energy and excitement of the game not only to the stadium but also to the community around it. The design creates a connection of this international event to the community and culture, ensuring its benefits are felt throughout local communities.