Roger Hampel
Erling Haaland in Orlando during Summer Tour 2024.
In recent years, Orlando has made significant strides in positioning itself as a premier destination for international soccer, driven by ambitious plans to host marquee events and enhance its sports infrastructure. The city is keen to build on its momentum, leveraging its strong tourism base and continued investments in local sports facilities.
In this interview, Roger Hampel speaks with Jason Siegel, President & CEO of the Greater Orlando Sports Commission, about the city’s bold vision, including its role in key upcoming events like the FIFA World Cup 2026 and beyond. Jason Siegel shares insights into Orlando's strategic efforts to attract global soccer teams for pre-season camps, as well as the wider impact of hosting world-class matches on the local economy and tourism.
Throughout the conversation, Jason Siegel also highlights the importance of regional partnerships, the success of summer events like Premier League tours, and Orlando's long-standing tradition of hosting major international soccer tournaments. As Major League Soccer (MLS) and the National Women's Soccer League (NWSL) continue to grow, Orlando is well-positioned to become a leading soccer hub, fostering deeper community engagement and increased investment in the sport.
Jason Siegel and Christian Pulisic
Roger Hampel: Jason, to start off, I'd like to talk about the FIFA World Cup 2026. What key lessons did Orlando take away from the bid to host the event?
Jason Siegel: Regarding the lessons learned, we certainly put forth a very aggressive bid, making the committee's decision a difficult one. From what we understand, it was a game-time decision, coming right down to the wire, even up to the morning of the announcement. There was still some uncertainty, but that’s just my speculation.
What I'm most proud of is how our community responded. Instead of feeling dejected, we immediately got to work. We grew our tourism development tax—money collected from visitors—and our elected officials allocated $400 million for enhancements and upgrades to Camping World Stadium. This positions us even better for future opportunities than we were last time.
We've had a tremendous summer of soccer here, with over 60,000 in attendance for Man City and a huge turnout for USA vs. Brazil. I think we've given promoters around the world, including FIFA, something to think about as we continue to bring great events and lots of visitors to our community. I expect that momentum to continue for many summers to come.
Roger Hampel: Is Orlando considering inviting national teams to use the city as a training base ahead of the FIFA World Cup 2026?
Jason Siegel: Absolutely. We’re very excited about that opportunity. We'd love to see countries come here for pre-season and to set up base camps. We're in conversations with several different locations within our four-county-wide footprint, and we have many partners in the region who can host these base camps and pre-season activities. We’re in ongoing discussions with FIFA and hope to accommodate multiple countries as they prepare for the 2026 World Cup.
Roger Hampel: Do you think these sporting events, like the ones this summer, can have a positive effect on tourism?
Jason Siegel: We do. This summer, we hosted FC Barcelona vs. Manchester City, USA vs. Brazil, and during the Copa America tournament, we hosted Canada vs. Chile—a great match. Interestingly, Canada is our number one market for visitation, but about 75% of the crowd were Chile fans.
The impact could be significant, especially if we're fortunate enough to host teams like Brazil, the UK, or Germany—not just for their base camps, but also for pre-season and possibly a friendly or two. But, of course, time will tell.
Roger Hampel: That’s fascinating. Could you tell us more about Orlando’s history of hosting major football matches and events?
Jason Siegel: Actually, Orlando was one of the host cities for the 1994 World Cup, and our organization, the Greater Orlando Sports Commission, was founded in 1992 specifically to bid on that World Cup. Since then, we’ve hosted Olympic matches in 1996, Copa in 2016, and multiple U.S. qualifiers. We have a robust portfolio of international football events.
Roger Hampel: Next year will see the first-ever FIFA Club World Cup with a structure similar to the World Cup. It's set to be hosted on the east coast of the United States in 2025. Is Orlando exploring the possibility of bidding to host this event?
Jason Siegel: Yes, we're currently in conversation with FIFA and are awaiting their decision on host cities and venues.
Roger Hampel: How about the possibility of hosting the 2031 Women's World Cup?
Jason Siegel: We submitted a letter of intent to U.S. Soccer when they were discussing hosting in 2027. We were fully prepared to put our best foot forward again, leveraging what we learned from the men's 2026 bid. Although Brazil won the bid for 2027, if the U.S. is awarded the tournament in 2031, we will be first in line to submit our bid.
Roger Hampel: The Premier League summer tours in Orlando have been quite successful. What factors contributed to this success, and are there plans to continue hosting such events?
Jason Siegel: A big factor is our robust tourism community. People coming to Orlando for Premier League matches can also enjoy attractions, theme parks, and Michelin-rated restaurants. We have a diverse community with a growing base of passionate Premier League fans. Additionally, Orlando is an easy destination for domestic travel, which helped bring in fans from across the region. For example, a friend of mine drove eight and a half hours to bring his children to see Man City’s Erling Haaland play. We had a lot of drive market visitation and many folks flew in to see these matches, including the great one against Barcelona.
Erling Haaland in Orlando during Summer Tour 2024.
Roger Hampel: Speaking of tourism, do you collaborate with attractions like Disneyland to create packages for visitors?
Jason Siegel: Absolutely. We constantly collaborate with our Convention and Visitors Bureau – Visit Orlando, Central Florida Hotel and Lodging Association, and theme parks like Disney and Universal. We’re always in conversation about upcoming events, whether they’re trade shows, conventions, conferences, or sporting events. Our community is well-prepared to leverage these opportunities and create a great experience for our guests.
Roger Hampel: European leagues like the Premier League, Serie A, and La Liga are considering playing a few games in the United States, just what NBA and NFL is doing in Europe. If that happens, would Orlando be interested in hosting such a game?
Jason Siegel: We would definitely be interested, but we would take a wait-and-see approach to understand what opportunities present themselves. We have great relationships with various leagues, and if they decide to allow regular-season matches abroad, we would be eager to have those conversations.
Roger Hampel: It seems clear that Orlando has huge ambitions to become a top city for soccer. What other initiatives are in place to support soccer development?
Jason Siegel: There are three key points. First, there's significant investment in infrastructure across the region, including adding and refurbishing pitches, adding lights, and grandstands. Our community is growing rapidly—about 1,500 new residents a week—so we need to ensure we have the facilities to support the increasing number of children playing soccer.
Second, Orlando City and Orlando Pride, under the Wilf Group's ownership, have been very committed to promoting soccer here. They’re exceptional partners, and both teams are doing great work in the community. The Orlando Pride, in particular, are having a standout season.
Third, our organization, along with partners like Florida Citrus Sports and Kissimmee Sports, is focused on continuing to attract and promote both domestic and international soccer events. There’s a strong appetite among all our peers to invest in football, knowing that there’s a great return on that investment.
Pep Guardiola in Orlando during Summer Tour 2024.
Roger Hampel: It sounds like the growth of both Major League Soccer and the National Women’s Soccer League can only benefit Orlando.
Jason Siegel: Absolutely. If the 1994 World Cup was the first half, then 2026 will be the second half, and I expect a boom of interest in soccer to continue. Having strong MLS and NWSL franchises here in Orlando keeps the momentum going!
Roger Hampel: As a fan of American soccer, I'm excited to see how it all develops. With Miami also becoming a global soccer hub thanks to Messi and Inter Miami, what’s your relationship with them as fellow cities in the same state?
Jason Siegel: We have great relationships with our colleagues in Miami, despite competing for business. When opportunities arise that benefit Florida as a whole, we work together. The new Brightline High-Speed Rail, connecting Orlando and Miami, opens up new possibilities for collaboration and travel. We're excited about the future and whatever partnerships may develop, but we also remain competitive with each other.
Roger Hampel: Finally, why should clubs and sports organizations choose Orlando to host their events?
Jason Siegel: It comes down to our human capital. We have talented leadership, both among elected officials and industry leaders. We're very collaborative—when you call any of our offices, it's one-stop shopping. We all work together to ensure phenomenal outcomes for our guests. Orlando is the hospitality and tourism capital of the world, and we believe we’re also one of the sports capitals. We work hard every day to earn business, and when folks come here, they’ll have an exceptional experience.
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