Houston Among Top World Cup Beer Revenue Cities, Study Says

HOUSTON, Texas (TXAN 24) — A new study from The Action Network projects Houston will rank among the top revenue-generating host cities during the 2026 FIFA World Cup, with more than $11.2 million expected in stadium beer sales alone at NRG Stadium.

According to the report, Houston is projected to generate roughly $11,264,487 in direct matchday beer revenue across seven World Cup matches, totaling an estimated 1.1 million beers sold. The study ranks Houston fourth among all North American host cities, trailing only New York/New Jersey, Los Angeles and Dallas.

Researchers also estimate the volume of beer consumed in Houston during the tournament could fill the city’s iconic Mecom Fountain nearly eight times over.

Texas is expected to dominate tournament concession sales overall, with Houston and AT&T Stadium in Dallas combining for an estimated $23 million in stadium beer revenue.

Dallas ranked third nationally with a projected $11.7 million in sales, while Houston accounted for approximately 8.8% of the tournament’s projected $127.8 million in overall stadium beer revenue.

The Action Network said its projections were based on expected attendance, average fan consumption, venue-specific pricing and historical audience data tied to World Cup matches.