By Adam Shapiro, CEO & President at Ballyhoo Media

The World Cup was supposed to be a generational event for our industry.

While it’s been a good event, I’m not sure it’s lived up to the enormous expectations many had. Reports of lower than expected hotel occupancy, ticket sales, and tourism have certainly challenged some of the early forecasts.

But as we wrap up the group stage, I can’t help but appreciate something much bigger than the business outcome.

This weekend I was in a bar in Maryland watching the United States play Australia. For a few hours, nobody cared about politics, backgrounds, or all the things that seem to dominate our conversations these days. We were simply Americans rooting for our country!

Then I flew back to Miami and was reminded why the World Cup is unlike anything else in sports.

Scots walking around in kilts. Brazilians draped in yellow and green. Argentinians proudly wearing their colors. People from all over the world celebrating where they come from and sharing that pride with everyone around them.

It’s a pretty incredible thing to witness. The World Cup reminds us that while we may come from different places, speak different languages, and see the world differently, we often have far more in common than we think.

Regardless of how the event ultimately performs commercially, that part has been every bit as special as advertised!

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