Toronto’s FIFA World Cup 2026 Subcommittee met on March 30 to discuss key planning details for fan festivals and public activations.
Toronto’s FIFA World Cup 2026 Subcommittee met on March 30 to discuss key planning details for fan festivals and public activations, as the City prepares to host large-scale events expected to draw tens of thousands of people daily.
With major sites planned for Nathan Phillips Square and Fort York, the discussion centered on how to manage crowds of up to 20,000 people per day, particularly during peak summer heat, while balancing public safety, environmental concerns and potential revenue opportunities.
A major point of discussion was how the City plans to provide water to attendees while limiting environmental impact.
Deputy Mayor Ausma Malik raised concerns about the reliance on single-use plastic water bottles, questioning whether they are necessary from a health and safety perspective.
City staff emphasized the scale and duration of the events – running from approximately 9 a.m. to 5 p.m. or later – as well as the likelihood of alcohol consumption, as reasons why widespread water access is critical.
“To mitigate against this, through our legacy fund, one of the initiatives we are bringing forward is the presence of a water trailer,” said Michael Brewer from the FIFA Toronto Secretariat.
Water trailers are currently planned for both Nathan Phillips Square and Fort York. At Nathan Phillips Square, programming will run from May 18 to July 20, with features including a mini pitch installed in the skating rink.
Malik pushed for stronger sustainability measures, questioning whether current plans go far enough.
“What are we doing to prioritize reusable water bottles — one station isn’t sufficient – how can we encourage reuse rather than single use?” asked Malik.
Staff said refillable options are part of a broader strategy.
“Having the option to buy one and then refill it throughout the day at the water trailer felt like a prudent measure in our heat resilient strategy,” said Brewer.
Staff also noted that attendees who forget to bring reusable bottles should still have access to water, and added that the City is working with Coca-Cola to ensure high recapture rates on any single-use plastics entering event sites.
At present, there are plans for one water trailer at each major location, with the possibility of adding more stations in exit areas as crowds leave.
The committee also discussed whether alcohol would be sold at fan festivals and how those sales would be managed.
Staff indicated that beer is expected to be available, but details remain limited.
Besides beer, they don’t have a final list of potential products that will be available at Nathan Philips Square.
Councillor Mike Colle raised concerns about FIFA’s existing sponsorship agreements.
“Through FIFA they have an agreement with Anheuser-Busch, only Anheuser-Busch products will be sold. What about the wine?” said Colle.
Staff confirmed that there is no global partner for wine, prompting discussion about potential sponsorship opportunities.
“There is an opportunity to get a partner to sponsor the wine,” Colle said.
Councillor Michael Thompson questioned how alcohol sales would be regulated and whether they would provide any financial benefit to the City.
“What will the benefit be to us if there is alcohol being sold?” asked Thompson. “Should we or will we be expecting to generate some degree of revenues?”
Staff said alcohol sales would likely be managed by a third-party operator and noted that current agreements “do not include revenue sharing when it comes to sale and distribution of alcohol but they can consider this for the FIFA world cup.”
Colle encouraged further exploration of this possibility.
“Let’s at least ask those questions, because it can help us offset the cost,” he said.
The discussion highlighted the City’s ongoing challenge of balancing accessibility, sustainability and financial responsibility while planning for a major international event.
Councillors expressed concern that environmental goals could be compromised if reusable options are not sufficiently prioritized. There was clear tension between ensuring public health – particularly access to water during extreme heat – and reducing reliance on single-use plastics.
KEY TAKEAWAYS
A key theme in the discussion was the balance between accessibility, sustainability and cost.
What stood out was the tension between ensuring public health – particularly access to water during extreme heat – and reducing reliance on single-use plastics. Councillors appeared concerned that environmental goals could be compromised if reuse strategies are not adequately prioritized.
There was also a clear focus on the financial implications of hosting FIFA events. While much of the planning involves external partners and sponsorship agreements, councillors are still working to determine whether the City can recover some of its costs through revenue streams like alcohol sales.
The discussion reflects the broader challenge of hosting a large international event while aligning with local priorities around sustainability, equity and fiscal responsibility.
On-the-ground observations from our documenter, Emma Amodio
- The City is planning large-scale fan festivals at Nathan Phillips Square and Fort York, with crowds of up to 20,000 expected daily
- Water access is a major priority, with water trailers planned at key locations
- Councillors are pushing for stronger efforts to reduce single-use plastics and promote reusable options
- Alcohol sales are anticipated, but details around vendors and products are still being finalized
- The City is exploring whether alcohol sales or sponsorships could generate revenue
