FIFA World Cup Reshapes North American Touring Market, Leads to Record Summer
The FIFA World Cup has significantly impacted the North American touring market, forcing major stadiums in host cities to close for approximately two months during the prime summer concert season. Despite initial trepidation among touring professionals, this challenge has prompted creative routing and venue selection strategies, leading to one of the busiest stadium tour summers on record. Artists and promoters are adapting by utilizing non-host cities, baseball parks, and college football stadiums, ensuring a thriving live music industry even amidst the major sporting event.
The FIFA World Cup has led to major North American stadiums going dark for an extended period, impacting the region's concert touring market. Stadiums in key markets, including Toronto, Mexico City, Atlanta, Boston, Los Angeles, New York City, and San Francisco, are unavailable for concerts for approximately two months, from 20 days before the first games until the World Cup concludes on July 19. This period typically represents prime outdoor concert season.
Despite initial concerns about venue availability, the summer of 2024 is proving to be one of the largest stadium tour summers ever. Jbeau Lewis of UTA, who books artists like Bad Bunny and Karol G, noted that while there was trepidation, the outcome has been exceptionally strong.
Touring professionals have implemented creative strategies to navigate the World Cup schedule. Some artists have begun their tours in Europe or focused on North American cities that are not hosting games. Others are utilizing venues not affected by the World Cup, such as baseball stadiums and college football stadiums.
Examples of such routing include Noah Kahan performing at baseball stadiums like Fenway Park, Wrigley Field, and Citi Field. Morgan Wallen's stadium tour is hitting college football stadiums, with two dates at Michigan Stadium and Clemson Memorial Stadium. Ed Sheeran's North American run starts in non-host cities like Nashville, Chicago, Denver, and Las Vegas, before moving to Levi's Stadium near San Francisco on July 25, shortly after the World Cup ends.
Bruno Mars kicked off his North American tour in April, visiting markets like Atlanta, Nashville, Detroit, Chicago, and Toronto before the May 28 cutoff date for World Cup venues. He then embarked on a European run from June 18 through July 28, with plans to return to North America in August. Similarly, BTS's ARIRANG tour started in Asia, moved through select North American markets, then Europe, before returning to North America in August.
Omar Al-joulani, president of touring at Live Nation, stated that close collaboration with partners and advance planning allowed them to map out venue availability and routing well in advance. He confirmed that the World Cup has not slowed business; rather, Live Nation is on pace for a record stadium year. Artist teams have been aware of the 16 specific stadiums hosting games and their closure dates since 2022, facilitating long-term tour planning. (Source: Billboard)
