The Metro Atlanta Chamber and its Atlanta Sports Council are throwing their weight behind a bill that aims to get major sporting events – including the 2026 World Cup – to Atlanta.
HB 1034 would extend a tax break, originally implemented by a 2016 bill, that would exempt tickets to certain “non-reoccurring” sporting events from state sales tax. That legislation was used to help secure events including the 2018 College Football National Championship, 2019 Super Bowl, and 2020 Final Four, (later cancelled due to COVID).
For major events like these many cities submit bids for the opportunity to host, and tax breaks such as those on tickets can sweeten the pot.
This year’s bill, sponsored by state Rep. Marcus Wiedower, R-Watkinsville, would extend those tax breaks and specifically include the World Cup and any of its matches as part of the “sporting events” eligible for the incentives. Atlanta has long been considered a prime contender to host one or more matches during the World Cup, which is the most watched sporting event in the world. The 2026 edition is scheduled to play matches in Mexico, the U.S., and Canada, but the specific host cities for those matches are still being decided.
Atlanta, with its world class Mercedes-Benz Stadium and newly-found soccer enthusiasm via Major League Soccer’s Atlanta United, has been viewed as a strong candidate to possibly host group stage matches or even a semi-final. And Wiedower, along with his influential MAC supporters, say this bill will help get he city over the line (into the back of the net?).
“The Metro Atlanta Chamber and Atlanta Sports Council support HB 1034 and extending the sunset on the sales tax exemption for major sporting events. Extending the sunset ensures Georgia’s competitiveness as a host for future sporting events,” said Marshall Guest, senior vice president of public policy for the MAC.
Wiedower told a House subcommittee this week that maximum cost from the tax break would be about $12 million if it hosted all of the World Cup – less if it only hosts a few matches as expected. But he noted that this wasn’t a risk of losing tax dollars since they don’t exist if the city isn’t picked in the first place – and noted that hosting multiple games would see a massive return on investment far exceeding the tax break.
“There’s a lot of things that we put out there that we have to invest in and hope that those things turn out well. This is one of those where we’re not having to risk any tax dollars for the state. We get to put it out there as an incentive for them to select us,” said Wiedower. “The revenue that would be generated will just do great things for everybody in the state.”
