Opinion: The World Cup’s greatest return

Andy Drennen

Perhaps by coincidence of the calendar, the world’s largest sporting event arrived as the United States celebrated 250 years of independence. The fireworks this Fourth of July rose over stadiums, fan festivals and small towns filled with people seeing America for the first time. The U.S. welcomed over 1 million international visitors, and the country they discovered bears little resemblance to the one they were told to expect.

How fitting that the spirit of freedom, opportunity and the pursuit of happiness upon which the U.S. was built was, yet again, discovered by foreigners all these years later, who found it alive and thriving.

The stories told across social media by visitors showcased a united America filled with diverse culture. Minds were blown over people trying Texas barbecue for the first time. Smalltown U.S.A. offered Southern hospitality along with free bread and refills. Rivals made new friendships while celebrating diversity and patriotism in busy city streets. From coast-to-coast, America stepped up. But the most authentic American story involved no American at all.

When Cape Verde, a nation of just 500,000 people off the coast of West Africa, stunned the soccer world by holding powerhouse Spain to a 0-0 draw, 40-year-old goalkeeper Vozinha delivered a heroic performance, making seven saves and earning Player of the Match. He later told reporters that his mother was unable to attend due to visa restrictions imposed by the U.S. government. 

Within days, the Democratic leader of the House called the Republican Secretary of State, restrictions were waived, and Ana Candida Évora was in the stands in Miami watching her son live out his childhood dream. In a rare political showing, two men who rarely see eye to eye agreed without hesitation that a mother belongs in the stands at her son’s game. 

The U.S. Travel Association estimates World Cup visitors have spent more than $5,000 per person, roughly 70% more than the average overseas tourist. The research anticipates that 80% of guests traveled beyond their primary host city, spreading tourism dollars across the nation.

FIFA expects a $17 to $19 billion boom to U.S. GDP, fueling hundreds of thousands of jobs and boosting consumer spending in the 11 American host cities. 

Economists Andrew Rose and Mark Spiegel coined the term “Olympic Effect” after decades of studying mega-events such as the Olympics and World Cup. The research found that host nations enjoy large, positive and permanent effects on international trade as a result of displaying an openness to global commerce. 

Several European social media influencers stated that the world owes the U.S. an apology for the shadow in which Americans have been cast. That statement is likely to be debated; however, perhaps a deeper truth can be uncovered from the gesture. The takeaway here is that bonds can be formed, barriers broken and trust uplifted when people learn that they’re not that different from one another. 

Visiting foreign countries is the best way to gain that experience. For those who cannot afford the cost of travel, Sister Cities International brings culture to them. 

On Sept. 11, 1956, perhaps another fitting date, President Dwight Eisenhower convened a White House conference on citizen diplomacy and launched People-to-People, a movement now known as Sister Cities International. His theory was simple: let ordinary citizens leap governments and get to know one another as individuals and allow peace to grow organically. Exactly 70 years later, Sister Cities International has over 1,800 partnerships spanning more than 140 countries. 

After the euphoria inevitably fades, one enduring truth will hopefully remain: The World Cup showed us that peace through people is not merely an ideal, it is possible. And that the most valuable export America produced this summer never touched a loading dock. It walked through airport security in a kilt, humming “Sweet Caroline” – and planning a return. 

Andy Drennen is a certified financial planner and senior portfolio manager at Simmons Private Wealth in Springfield. He can be reached at andy.drennen@simmonsbank.com.