Last week, the United States, Canada and Mexico kicked off the largest destination marketing programme ever built around a single sporting event: a bet that eight years of preparation and six weeks of global attention will translate into lasting visibility and long-term growth in visitors and investment.
The build-up has been turbulent. Visa restrictions, border politics, travel costs and geopolitical tensions have dominated the conversation in a way no host nation would have chosen. Yet all three countries remain committed to playing until the final whistle.