This piece looks at how official FIFA World Cup branding has started to appear across North Texas, from the Kay Bailey Hutchinson Convention Center and Fair Park in Dallas to the fan zones and pole signs in Arlington, and how local spots like Peticolas Brewing Company in the Design District — led by owner Michael Peticolas — are preparing watch parties and special beers as kickoff nears.
Across the Dallas-Fort Worth area, logos and colorful banners tied to the 2026 FIFA World Cup have begun to show up on buildings and in public spaces. The visual buildup is part of a coordinated push to make the region feel like game time long before the first whistle blows. Residents will see more of these installations in the weeks ahead as cities finalize fan areas and event sites.
The Kay Bailey Hutchinson Convention Center, which will host the International Broadcast Center, already displays prominent World Cup branding along its facade. That presence signals how essential Dallas will be to the tournament’s media and operations footprint. Officials placed those graphics to make clear the city’s role in the global event.
Over in Arlington, where nine matches are scheduled to take place in North Texas, pole signs have started to line the entertainment district. The North Texas FIFA World Cup Organizing Committee says additional signage will be rolled out by June 1 to boost visibility around match venues. The goal is to guide visitors to games and watch parties while creating a festival atmosphere across the metroplex.
At Fair Park, crews are moving fast on the FIFA Fan Fest setup, with construction activity visible this month as organizers race to finish fan spaces and stages. The fan zone work is intended to give locals and visitors a central place to gather for live feeds, food, and interactive exhibits. Expect the area to transform quickly into a lively match-day hub.
Peticolas Brewing Company in Dallas’ Design District is leaning into the buzz with themed decor and viewing plans for fans. Owner and founder Michael Peticolas curated a set of soccer-themed photos throughout the tap room and is planning watch parties that blend the neighborhood vibe with World Cup excitement. The brewery aims to be a destination for casual fans and die-hards alike.
“I’m being sincere when I say that soccer is a passion and beer is a passion, and I’ve combined those things,” Peticolas tells FOX 4’s Peyton Yager, explaining why the brewery has invested in decorations and match-night programming. The comment lays out a simple formula: good beer plus big games equals a place people want to be. The tap room’s atmosphere is meant to feel welcoming whether you come for the brew or the ball.
Peticolas will pour several World Cup-themed beers, including names like Melee In The USA and TKO in Mexico, with a third brew still to be announced. “The prep on our end started years ago, and it started with the World Cup beer,” Peticolas said, underlining that this has been a long-term effort rather than a last-minute marketing push. “There’s plenty of killer places to go. This is going to be one of them. Don’t miss it.”
The tournament opens June 11, and North Texas will see its first match on June 14 when Japan faces the Netherlands at Dallas Stadium. That fixture will mark the start of several local match days and related events across the metro area. For businesses and fans alike, the next few weeks are about turning buzz into packed venues and memorable game nights.
