Houston was a proud host city of the 2026 Men’s FIFA World Cup. Of the 16 cities in the United States, Mexico, and Canada to host this quadrennial event, Houston was the hub for five group stage matches and two knockout round games from June 14 through July 4. Professors, alumni, faculty and staff from the University of St. Thomas engaged in the comradery and the competition of an epic game that brings the whole world back to their origins.
Economics Expert, Volunteer Touts Houston
In an article by the Houston Business Journal, Dr. J. Ulyses Balderas, the Cullen Foundation endowed chair of economics at UST and FIFA World Cup volunteer, said that Houston has hosted mega-events, like the Super Bowl, but hosting another important event like the World Cup enhances the city’s international image.
“Houston already has its own identity, its own personality,” Dr. Balderas said. “Houston being the fourth-largest city in the U.S. and the most diverse city in the U.S., it already has that attraction.”
Dr. Balderas, who was born in Mexico, was proud to cheer for his home country of Mexico, the U.S., Spain and all Latin American countries. As a volunteer, he had a blast.
“I had a lot of fun volunteering for the FIFA World Cup in Houston,” he said. “My airport shifts gave me the opportunity to welcome visitors from all over the world, showcase Houston’s hospitality, and collect data for a research project on fans’ perceptions of FIFA World Cup ticket pricing.”
As part of the World Cup Research Study, Dr. Balderas is examining fans' perceptions of ticket pricing and their overall tournament experience. Individuals who attended a match, visited a FIFA Fan Festival, or followed the tournament from home are invited to participate in the World Cup Research Study survey.
Dr. Balderas plans to share his research findings with students in his Sports Economics course this fall.
“This event provides the perfect opportunity to connect real-world examples to the classroom and help students better understand the economic impact of mega-events.” The course will be offered this fall and still has seats available for interested students.
He added, “Meeting fellow volunteers also reinforced just how warm and welcoming Houstonians are. The experience created countless great memories, and it was a privilege to serve Houston and our community.”
An Honored Flag Bearer for Brazil
Mila Aquino, who earned a Bachelor of Business Administration (BBA) in Marketing from UST in 2021 and a Master of Arts in Applied Sport and Performance Psychology in 2022, had the honor of being the flag holder for her home country of Brazil for their FIFA World Cup 2026 Round of 32 match against Japan on Monday, June 29, 2026.
“It was an unforgettable experience and truly one of the highlights of my life,” Aquino said. “Walking onto the field carrying Brazil's flag in front of thousands of fans was both exciting and emotional. As a lifelong soccer fan, being part of such a prestigious event was something I had never imagined.”
Aquino got the experience through volunteering for the FIFA World Cup. Since her fellow volunteers knew she was from Brazil, they advocated for the opportunity for her.
“Beyond that moment, volunteering throughout the tournament allowed me to meet incredible people from different backgrounds, work as part of a dedicated team, and witness everything that happens behind the scenes to make an event of that scale possible,” she said. “For all of us, it wasn't just about carrying a flag—it represented hard work, dedication, and the opportunities that can come from volunteering and connecting with others. It's a memory that my family and I will cherish forever.”
She said this moment was so special for Houston residents because they had the opportunity to be part of something historic.
“Having the World Cup in Houston is special because this city represents diversity, community, and the power of bringing people together,” she said. “Houston is home to people from all over the world, and you can truly feel that international spirit every day.”
Volunteering at FanFest
Valeria Prieto, a UST senior majoring in pre-nursing and pursuing minors in biology and psychology, was a volunteer for FIFA Fan Festival Houston, a free, daily event from June 11-July 19 in the East Downtown (EaDo) around of Houston. It included live match broadcasts, a 7v7 turf field, a 360-degree immersive dome by Space Center Houston, great Houston food and much more.
After seeing someone on TikTok explain the application process for a volunteer, Prieto decided to step out of her comfort zone and apply.
“Volunteers range from 18-year-olds and up, so it’s truly been amazing interacting with so many different people,” she said. “Being surrounded by fans from all over the world creates such a unique atmosphere.”
She said it’s interesting to experience the wins and losses of the matches alongside spirited fans. She also grew very fond of the volunteers she interacted with.
“It’s surprising how even brief interactions, sometimes just a few shifts or a couple of hours, can leave a lasting impact, and I know I’ll miss those connections,” she said.
Involved in the Executive Student Organizations at UST, Prieto will serve as the Director of Recreational Trips for the UST Celt Sports Association.
“At UST, we are encouraged to serve and be active in the community, so this experience aligns well with that mission,” Prieto said. “Not every college student gets to be part of something like this while still in school. It’s truly meaningful, and I know I’ll look back on it as a defining experience during my time at UST.”
Attending a Game, A Surreal World Cup Experience
Cainan Alves ’21, MSB ’24, marketing analytics manager for UST Marketing & Communications, had the privilege of attending the Brazil vs. Japan game in Houston on June 29 as well. Alves attended the match with his uncle who lives in College Station and two close friends who flew in from Brazil.
“Watching Brazil play a World Cup game in Houston was surreal,” he said. “Seeing that green and yellow take over Houston, with people from all over the world coming together for the same passion, filled me with so much pride both for my home country and for the city that's become my home too.”
Born and raised in Brazil, Alves moved to Houston to pursue higher education at UST. He said from the second the anthem started; he felt immense pride.
“Houston is where I built my life after leaving Brazil, so having them play here felt like two parts of my story colliding,” he said. “This is the World Cup, the stage where the best teams in the world play and I've watched my whole life from thousands of miles away. Being able to walk to that stadium instead of tuning in from another country was something I never thought I'd get to experience.”
He said experiences like this highlight the benefit of calling more than one country “home.”
“I get to be fully Brazilian and fully a Houstonian, and that day in the stadium I didn't have to choose which one I wanted to be, because I could be both,” he said.
A Historic Moment for Houston
The FIFA World Cup 2026 Houston Host Committee said more than half a million people participated across FIFA World Cup-related events.
The University of St. Thomas, right in the heart of Houston, had the privilege of its alumni, professors and staff join in these incredible events only a short drive away from campus. Now that the matches in Houston have ended and the U.S. is no longer a contender, the continues and Houstonians can hold on to the memory and excitement of this historic moment in a city like no other.