World Cup fever is soaring at Soccer City in Frisco.
World Cup gear and local pride
The specialized soccer merchandise store has begun stocking official World Cup gear, with a back wall dedicated to the eight nations that have won the tournament, including reigning champion Argentina. Key figures from each country—ranging from Pele to Lionel Messi—are displayed alongside the flags. The shop’s owner, James Stiglets, believes the global event and Frisco’s prominent location—home to the National Soccer Hall of Fame and FC Dallas Toyota Stadium—will help revive his Main Street storefront.
The first batch of games announced over the weekend has renewed hope that business will pick up, especially knowing Argentina will play at least two matches at AT&T Stadium, which will temporarily be called Dallas Stadium during the World Cup.
Main Street revitalization and business impact
Soccer City is among dozens of locally owned businesses affected by Frisco’s Main Street improvement project. The initiative aims to improve walkability by removing some on‑street parking and reconstructing the two‑lane street. For months, merchants in the Rail District have publicly criticized the city’s ‘poor planning’ and the lack of financial support.
Several merchants say tearing up the two‑lane street for an extended period cut off easy access to businesses and drove customers away, leading to plummeting sales. Many continue to criticize the project, years in the making, aimed at improving walkability.
City support and gift card program
Assistant City Manager Ben Brezina provided NBC 5 with an update on the project and the help offered to dozens of small merchants in the neighborhood. \”We’ve invested $1.4 million to help downtown the Rail District businesses,\” he said. \”The plaza and the parking garage will be under construction through May of next year, so very excited about the construction on Main Street wrapping up.\”
Public funding has gone directly to promoting businesses, providing temporary parking areas and grants for beautification projects and a gift card program. The city claims the gift card program is working and will therefore circle back in 2026.
The gift card program has been a source of contention for many business owners who insist that the program—providing $50 gift cards, both physical and later digital—has had little to no impact on their businesses. Stiglets estimates the gift cards have accounted for about $2,000 of business. When asked what percentage of the over $600,000 Brezina says was earmarked for the gift card program has been redeemed by recipients, the city leader said about ($250,000) 35% of the cards have been redeemed.
He anticipates a lot more will be redeemed in the coming weeks as the cards expire in January. \”It’s not an easy project, but again, the light is at the end of the tunnel and we’re almost done,\” Brezina said.
\”We’ll probably do another round this summer after we have our grand opening for the plaza and the garage,\” he added. \”All things World Cup this year, 2026, so look for another round of digital gift cards this summer.\”
Looking ahead
Stiglets keeps any concerns or specific criticism to himself and says he’s just glad his portion of Main Street is finally open. \”It’s a new day,\” he said. \”We have the holiday season, we have World Cup coming. We hope that people in Frisco, DFW surrounding areas make their way back to the area and support the local businesses that have endured the last 18 months.\”
The city’s insistence that the gift card program is effective, coupled with the upcoming plaza and garage opening, gives the local business community a reason to remain optimistic. As the World Cup approaches and Main Street’s construction nears completion, the hope is that foot traffic and tourism will bring a much‑needed boost to Frisco’s downtown merchants.
Key Takeaways
- Soccer City has stocked World Cup gear, hoping the tournament will revive business.
- Frisco’s Main Street improvement project has disrupted access for local merchants.
- The city invested $1.4 million in the Rail District and launched a $50 gift card program.
Frisco’s downtown is on a path toward revitalization, but the success of the gift card program and the World Cup’s impact remain to be seen.
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