EXPERT Q&A

As Mexico prepares to host the 2026 FIFA World Cup, the country is navigating a period of security instability following the confirmed death of Nemesio Oseguera Cervantes, the leader of the Jalisco New Generation Cartel.

The resulting retaliatory violence and disruptions have specifically impacted Guadalajara, a key World Cup host city. With the tournament just months away, these high-profile security incidents have shifted the focus from logistics to international brand trust and fan safety.

Marisol Villagomez is a clinical assistant professor of sport management at the University of Michigan School of Kinesiology. She discusses the intersection of sports marketing, fan trust and the reputation of major international events during geopolitical unrest.

Mexico has invested millions in stadium renovations for these 13 games. If FIFA pulls out now, who bears the primary financial loss?

FIFA and the World Cup host countries work together to identify renovations for each site, but it is the host country that takes on financial responsibility. In Mexico’s case, renovations for Estadio Banorte in Mexico City, Estadio BBVA in Monterrey and Estadio Akron (officially known as Estadio Guadalajara for the World Cup) in Guadalajara started over two years ago.

Financially speaking, the cost of the renovations is just one part of the investment these countries make. The venues’ unavailability to host sporting events, concerts and other activities during the renovations is an additional expense. Mexico City, Monterrey and Guadalajara have had to cancel, reschedule, relocate or otherwise adjust their plans for events that would normally take place in these venues—such as the National Football League’s international game in Mexico City, which had become a tradition and brought an influx of tourism to the country each fall.

Can a host country’s brand recover from international travel warnings just months before a global event?

Yes, a country can recover from a situation such as an international travel warning months before the start of the event. Most notably, this was seen in 2018 when the World Cup was hosted in Russia, who was dealing with diplomatic tensions.

International travel warnings are unfortunately something that as a society we are used to. This does not mean that we should ignore the warnings, but rather, it’s an opportunity to revisit our plans and think about what guarantees we need to move forward with the original plan to travel or if we would be better off changing those plans.

While Mexico is the latest country to deal with the attention that an international travel warning brings, it is not the only 2026 World Cup host country dealing with the negative publicity. Civil Rights groups have also issued a travel warning to those traveling to the United States in 2026 for the World Cup, warning about immigration enforcement tactics.

How do you market a festive atmosphere to international tourists when the host city is under a high-level security alert?

Sports influence our moods. On game day, we feel excitement, nerves and pride—our team’s performance can shape how we rate our day. There’s something special about international competition that makes us more invested. Soccer fans in North America have been eagerly anticipating the return of the World Cup to the continent; the excitement will be palpable. It’s up to the host city and FIFA to create a festive atmosphere, which happens to be their area of expertise.

Reinforcing stakeholders’ confidence is the first step. According to the World Travel & Tourism Council, in 2025 Mexico was the leading tourism destination in North America, welcoming over 47 million international tourists, while both Canada and the United States saw a decline. This is significant, as the current violence in Mexico is not a new issue—the country has long dealt with organized crime. Despite these challenges, Mexico has managed to increase its tourism numbers since 2019. Mexico could benefit from launching a media campaign to highlight its security measures and remind the world why it remains a top tourist destination, regardless of hosting major events.

Does the current violence in Jalisco create a long-term penalty for Mexico’s ability to bid on future international sporting events?

The current violence in Jalisco does not impose a long-term penalty on Mexico’s ability to bid for future international sporting events. International sporting bodies have the experience to understand—and to some extent, expect—that situations may arise and that each should be independently assessed.

As the country pursues other major events, it will need to devote more time to evaluating its overall national security and finding solutions and assurances for organizing bodies. Whenever participating in a major bid, security analysis is always a central part of the discussion—whether it’s about protecting the local community, tourists, fans, athletes or staff, every angle is carefully considered.