Downtown San Jose scores big with World Cup

Levi’s Stadium may have hosted its final FIFA World Cup match Wednesday, but the tournament’s economic impact is still playing out in downtown San Jose, where thousands of soccer fans continue gathering for watch parties that are bringing business to bars, restaurants and street vendors.

As fans streamed into San Pedro Square ahead of the U.S. men’s national team’s knockout round against Bosnia and Herzegovina, they lined up for food and drinks, browsed jersey vendors and filled nearby businesses before kickoff. The city-sponsored watch parties have continued throughout the tournament, giving downtown businesses another opportunity to benefit from the World Cup.

The Bay Area Host Committee previously estimated the region’s six World Cup matches would generate between $480 million and $630 million in economic impact, with about half expected to flow to Santa Clara County, according to the San Francisco Chronicle.

At The Old Spaghetti Factory in San Pedro Square, General Manager Jen Godfrey said the World Cup has brought some of the busiest days of the summer.

“It’s definitely increased our business,” Godfrey told San José Spotlight. “We’ve benefited a lot in the alcohol sales of it all.”

Godfrey said Mexico’s matches drew some of the largest crowds, prompting the restaurant to make emergency deliveries for popular appetizers such as cheesy bread and calamari after supplies started running low. Customers also packed the patio before kickoff, with waits stretching more than two hours for outdoor seating.

The restaurant scheduled additional employees throughout the tournament after being caught off guard by the crowds during Mexico’s opening match, when it sold out of Corona and Modelo beer.

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Thousands of soccer fans clad in red, white and blue descended upon San Pedro Square in downtown San Jose on Wednesday, eager to see the United States advance to the Round of 16 in the World Cup. Dozens more watched from the adjoining parking garage, leading chants, beating drums and waving flags over the garage’s balconies. Two jumbo LED screens bookended the north and south entrances of the street, with a third stationed at an overflow zone by Sharks Way. Half an hour before kickoff, security guards began turning fans away, saying the venue had reached maximum capacity. Less than 10 miles away, the U.S. Men’s National Team was facing off against Bosnia and Herzegovina at Levi’s Stadium – the last of the tournament’s games to be played in the Bay Area. The region’s multiculturalism was on full display: fans of every race and nationality stood shoulder-to-shoulder, cheering on the U.S. team as it went on to beat Bosnia 2-0. ✍️ 📹 by Ashley Kang. Story 🔗 in our bio.

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At Anchors Fish & Chips inside San Pedro Square Market, team lead Hugo Salazar said different fan bases had different ordering habits. They had to prep twice as much food for watch party events.

“I’ve noticed that people for Mexico and the U.S. both consume differently,” Salazar told San José Spotlight. “Mexico fans drink more, and U.S. fans tend to drink and eat.”

The brick-and-mortar shops aren’t the only ones benefiting. Street vendors are seeing steady streams of soccer fans.

Irais Romero, who has been selling jerseys alongside her mother outside the watch parties, said this is their first time vending during the World Cup.

“When Mexico plays, it’s so crazy,” Romero told San José Spotlight. “It’s chaotic, but it’s so good.”

Nearby, Adrian Roman sold Team USA jerseys before Wednesday’s match and said one of his favorite parts of the tournament has been seeing people from different backgrounds celebrating together.

“Everyone’s united,” Roman told San José Spotlight. “Soccer’s a beautiful sport. Everyone’s invited. We’re just having a good time out here.”

Some attendees have intentionally chosen to support local vendors while taking in the festivities.

Andrew Rasmussen, who lives downtown, purchased a Team USA jersey from Romero before heading to the watch party.

“I’d rather have the money go to somebody around here,” Rasmussen told San José Spotlight.

The watch parties have also become a destination for returning fans. Tammy Allman Harris attended Wednesday’s event with her husband and son after her husband enjoyed previous watch parties and wanted to bring the family back. Harris said they came to support their son, a die-hard soccer fan.

The celebrations have also presented challenges. After Mexico’s knockout-round victory over Ecuador Tuesday night, San Jose police declared an unlawful assembly near San Pedro Square as crowds lingered after the match. Officers dispersed the gathering after responding to fights and other disturbances.

Even with those challenges, business owners and vendors said the tournament has introduced new customers to downtown San Jose while bringing together soccer fans from across the Bay Area and beyond. The World Cup’s legacy could stretch beyond this summer. This week, the Bay Area Host Committee announced it will become a permanent regional sports leadership commission, building on the momentum of the World Cup, Super Bowl 60 and the NBA All-Star Game while pursuing future international sporting events, including a bid to host the 2031 FIFA Women’s World Cup.

For downtown businesses, the focus remains on the tournament’s remaining matches and the fans who are expected to keep filling San Pedro Square throughout the rest of the World Cup.

Contact Maryanne Casas-Perez at [email protected] or @CasasPerezRed on X.