March 2026 Topic of the Month: Unity Loop
We are less than 80 days away from hosting the World Cup in Seattle!
The rain is back, right on cue for spring. But Seattle isn’t slowing down. With the FIFA World Cup 2026 approaching, the city is in the midst of a quiet transformation. Crews across Seattle have launched a full-scale spring cleanup in preparation for an estimated 750,000 visitors expected this summer. And the changes go beyond cleanup. Officials are issuing last calls for watch-party permits and warning of major street closures, including plans to turn Pioneer Square into a pedestrian-only hub for the weeks-long event.
Our city is going to feel different - it already does. I attended the First Thursday art walk of the year and felt the neighborhood come alive despite the rain. This was the first public-facing event showcasing our work with SeattleFWC26, using Shogo Ota’s host city poster design, which continues to grow in visibility. As I walked through the galleries, I even spotted one of the unity beacons in the Friend Museum window on First. Even knowing about these beacons ahead of time, I still felt the rush of energy. Our city uniting in big ways leading up to the games, and hopefully for many years to come.
These beacons, whether big or small.... or even bigger, represent a growing wave of awareness, collaboration, and shared energy as we move closer to a major moment for Seattle.
SeattleFWC26 has just launched a new app, Sea and Win, the official mobile game for FIFA Seattle. It encourages visitors and fans to explore our city and state by earning points for visiting small businesses and completing challenges, with prizes such as a poster, merchandise, and a limited-edition Golden Ball.
Another SeatleFWC26 initiative involves the many Sea Beacons we hand-fabricated to unite Seattle’s communities. This will be both a physical and digital experience. The Unity Loop will be a choose-your-adventure map, connecting transit-friendly routes with locally informed insights. It will guide visitors toward locally owned businesses over large corporations, with a strong emphasis on art and culture.
SeattleFWC26 will be sharing more information for businesses that want to participate, with two options of the “Light Loop” and the “Super Loop.” Be sure to check their Unity Loop page for more updates.
Seattle FWC26 will also host a Unity Loop 5k on Saturday, May 16 at 9am. The run will begin at the FIFA World Cup Countdown Clock at the Seattle Center, continue along 4th Ave on the Unity Loop, pass through Occidental Square, and finish at Lumen Field.
As excitement builds, this is a good moment for businesses, especially if you’re on the Unity Loop map, to think ahead about readiness. With increased foot traffic and global visibility during FIFA, consider scheduling any needed sign services or cleaning in advance. Small preperations now can help ensure your space shines when visitors begin exploring the city through the Unity Loop experience.
This Unity Run, Unity Loop map, and app resources will play an important role in sharing regional knowledge with visitors and even Washington locals who may not yet fully know the diversity and vibrant culture our city has to offer today.
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