Northwest Leaders & Legends Episode Five - Beth Knox x World Cup Special Part 1

Seattle is welcoming the world — and the impact of the 2026 FIFA World Cup is reaching far beyond the pitch. In this episode of Northwest Leaders & Legends, host Jill Walters sits down with Beth Knox, CEO of the Seattle Sports Commission, to discuss how Seattle prepared to become a FIFA World Cup host city, what it took to bring one of the world’s largest sporting events to the Pacific Northwest, and how the tournament is shaping the region in real time. The conversation explores Seattle’s bid process, Lumen Field’s role as a world-class venue, the city’s walkable fan experience, and the years of coordination required between FIFA, local organizers, government partners, cultural communities, transit agencies, tourism leaders, and businesses across Washington. Knox also shares how Seattle approached the World Cup as more than a month of matches. From statewide fan zones and waterfront watch parties to legacy projects, youth access programs, public transit momentum, small business activation, and long-term tourism and economic development, Seattle’s World Cup planning has been built around creating a lasting impact for the city, the state, and the broader Pacific Northwest. For business leaders, sports fans, civic organizers, tourism professionals, and anyone interested in how major global events can transform a region, this episode offers an inside look at how Seattle stepped onto the world stage — and what it means for Washington’s future. Topics include: Seattle’s FIFA World Cup host city bid Lumen Field and downtown Seattle’s fan experience The Seattle Sports Commission’s role in major events World Cup economic impact and tourism Statewide fan zones across Washington Community branding and the “Play Seattle / Play SEA” campaign Waterfront activations and watch parties Public transit ridership and World Cup travel Legacy projects and long-term regional impact Youth access, cultural outreach, and community inclusion What future host cities can learn from Seattle Northwest Leaders & Legends spotlights the people, projects, and ideas shaping the future of Southwest Washington and the broader Pacific Northwest.