An Interview With Paul Caine in Advance of FIFA World Cup’s Arrival in North Texas

With FIFA World Cup excitement just beginning to simmer in the Metroplex, we wanted to find out what‘s in store. From luxury experiences to local flavor, the world will soon be on our doorstep.

With Dallas as a host city, and matches being played in Arlington, North Texas will host the world for a solid month. All matches will be played at the temporarily renamed AT&T Stadium, which will be called Dallas Stadium during the tournament. Fort Worth (which was just named the No. 10 largest city in the nation), just behind Dallas (which is still sitting at No. 9) are ready to host the festivities.

Paul Caine is the President of On Location and IMG Events. As such, he oversees marquee events like the FIFA World Cup 2026. On Location manages official corporate hospitality, travel, and bespoke ticket packages for over 150 rights holders, including The Final Four, the past two Olympic games, and the Super Bowl ― so this is not his first rodeo.

This Summer, North Texas Hosts The World

“As the countdown to FIFA World Cup 2026 intensifies, Dallas is preparing for its biggest moment on the global sports stage,” according to Tony Fay Public Relations, with offices in Dallas. “The city will host nine matches — more than any other host city — bringing hundreds of thousands of fans to North Texas and placing Dallas at the center of the world’s attention.” Many matches are nearly sold out.

Here is a bit from a recent conversation with Paul Caine, President of On Location and IMG Events ― FIFA’s official hospitality provider. He discusses the luxury hospitality that is planned during this epic event. He discusses the tournaments’ elevated dining and how North Texas plans to welcome the world from June 14 through July 14.

Dallas will host more FIFA World Cup matches than any other city. How does that influence the hospitality experience being created here?

Dallas is one of the defining host cities of the FIFA World Cup 2026. Hosting nine matches creates an incredible opportunity to design experiences that go far beyond a traditional sporting event. Fans aren’t simply attending one match and leaving — many are building entire multi-day or even multi-week trips.

That changes the scale of everything. We’re creating hospitality experiences that reflect the energy, culture, and personality of North Texas while also meeting the expectations of a truly global audience.

FIFA is offering several different hospitality experiences. Can you walk us through the different environments fans will be able to experience?

Absolutely. One of the exciting things about FIFA World Cup hospitality is that there are several distinct experiences designed for different types of guests.

The Champions Club offers a vibrant social hospitality environment with all-inclusive dining and entertainment, while the Trophy Lounge introduces a more refined luxury experience with upscale finishes and premium seating access.

For guests seeking the highest level of exclusivity, the VIP and Pitchside Lounge experiences place fans remarkably close to the action with some of the most sought-after views in world sports.

Each experience has its own personality, but all are designed to feel immersive, elevated, and distinctly FIFA World Cup.

What will premium hospitality actually look and feel like for guests?

The goal is to create a seamless experience from beginning to end. Depending on the package, guests can access premium lounges, private suites, exclusive clubs, dedicated entrances, and hospitality spaces positioned close to the pitch.

But it’s really about more than location. It’s about atmosphere and service. Guests will experience curated food and beverage programs, live entertainment, premium amenities, and spaces intentionally designed to bring people together before and after matches.

The FIFA World Cup is one of the few sporting events where you truly feel the energy of the entire world in one place. Hospitality guests aren’t just watching a match — they’re stepping into a once-in-a-lifetime global celebration.

How are you incorporating local flavor into the experience?

That’s a huge focus for us. One of the most exciting parts of hospitality is creating a sense of place, and Dallas has an incredible culinary and entertainment culture to showcase.

We want international visitors to experience the flavors and personality of Texas in a very authentic way. You’ll absolutely see influences from Texas barbecue, elevated regional cuisine, and locally inspired hospitality concepts woven throughout the experience.

How is FIFA World Cup hospitality different from premium experiences at other mega sporting events?

The global nature of the FIFA World Cup changes everything. You’re bringing together supporters from dozens of countries, all with different traditions, chants, styles, and energy. The atmosphere becomes incredibly emotional and electric in a way that’s difficult to replicate anywhere else.

An Argentina match feels different from an England match. A Japan match feels different from a Croatia match. Every fan base brings its own personality and passion.

That diversity is what makes the World Cup special. Hospitality guests still get all the premium benefits and comfort, but they’re also immersed in this extraordinary international environment happening all around them.

You can learn more about remaining hospitality packages at Fifa.com/hospitality.

“This isn’t simply about attending a game,” says Paul Caine. “It’s about participating in one of the biggest global events of our lifetime.”