While watching football used to be a solitary activity, the FIFA World Cup 2026™ is setting a new trend by integrating the football-viewing experience into part of the urban economy and community culture.
In Ho Chi Minh City, a “megacity” with a nearly non-stop rhythm of life, officially licensed fan zones are expected to stimulate consumption, tourism, and related services . At the seminar FIFA World Cup 2026™ Broadcasting Rights: The Responsibility for Lawful Watch , Clean Stream, hosted by the Vietnam Television Center in Southern Vietnam, experts analyzed this issue from multiple perspectives.
“Grassless stadiums” in the heart of the city
Dr. Duong Duc Minh, Deputy Director of the Ho Chi Minh City Institute for Economic and Tourism Development Research, described these spaces as “non-traditional tourism resources”.
“Shared viewing creates a unique emotional space. Thousands of people watching a giant screen together, cheering, feeling disappointed, or bursting with joy at the same moment - that is a rare communal experience in modern urban life”, said Dr. Duong Duc Minh, Deputy Director of the Ho Chi Minh City Institute for Economic and Tourism Development Research.
That is also why many countries are turning the FIFA World Cup 2026™ into a driver of economic growth. Many sectors benefit when crowds gather at football hotspots, from cafés, restaurants, and food services to electronics retail, ride-hailing services, accommodation, and entertainment.
A fiery summer with FIFA World Cup 2026™.
A growing trend is the creation of sustainable fan zones. Dr. Duong Duc Minh highlighted that many FIFA World Cup™ events have already reduced single-use plastics and aimed to lower carbon emissions. The trend sets new expectations for Vietnamese cities to organize events in a professional and environmentally responsible manner.
Ho Chi Minh City, with its large population and vibrant entertainment scene, has great potential for this model. The city could use the World Cup to boost its night-time economy, particularly as the FIFA World Cup 2026™ coincides with the peak summer travel season, which could lead to a significant increase in consumer spending.
The need to promote awareness of watching licensed sports content.
Conversations surrounding the The FIFA World Cup 2026™ are evolving to encompass not only football but also urban governance and the experience economy. Experts suggest that Vietnam should consider alliance-based fan zone models, in which businesses collaborate to share costs and resources, thereby enhancing the experience for spectators.
Mr. Nguyen Hai Hung, Director of Beat Network in Ho Chi Minh City, is an advocate of this approach. Organizing large fan zones is costly, and alliances allow organizations to combine their strengths to create a more engaging experience rather than isolated events could offer.
Experts also stress the need for stricter penalties for copyright violations as sports and culture drive economic growth. Sustainable development, however, requires more than punishment; it requires transparent legal frameworks and improved public awareness of copyright issues.
The benefits of organizing licensed public sports viewing events extend to multiple stakeholders.
Experts highlight that the public should prioritize respect for copyright over access costs, and that businesses and screening organizers must comply with copyright laws. End consumers are essential for understanding the consequences of copyright infringement and for changing viewing habits. In Ho Chi Minh City, where the population is educated and legal awareness is growing, the challenge lies in developing firm yet flexible solutions to foster lasting changes in public awareness about copyright and responsible consumption.
The FIFA World Cup™ only comes around once every four years. If its broadcast is carried out with professionalism, the values it creates can last much longer - from fostering respect for copyright and civilized consumer culture to helping shape a modern event economy. In this process, football can become a catalyst for Vietnamese cities to transform into more vibrant urban, professional and globally connected urban spaces.
