Jim Rowland on Missouri’s Sports Tourism Strategy, FIFA World Cup 2026 Preparations and Elevating the State’s Global Profile
With the FIFA World Cup heading to Kansas City in 2026, Missouri is stepping into the global spotlight, and James (Jim) Rowland is helping lead the charge. As National Account Manager of Sports for the Missouri Division of Tourism, Rowland is shaping strategies to showcase the state’s world-class venues, passionate fan culture and authentic hospitality to visitors from around the globe.
His journey to this role is as dynamic as Missouri’s sports scene itself: from a successful tech career and two terms on Kansas City’s City Council to nearly two decades overseeing the Truman Sports Complex and $700 million in stadium renovations. Now, Rowland is focused on ensuring Missouri’s sports tourism boom doesn’t just center on Kansas City, but ripples through communities statewide, leaving a legacy long after the final whistle blows.
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Can you describe your journey to becoming the National Account Manager of Sports for the Missouri Division of Tourism?
Well, it’s been a journey! I graduated from Rockhurst University with a degree in Industrial and Labor Relations and jumped into the tech world for over a decade with three start-ups before the call to public service. I was elected twice as a Kansas City Missouri City Councilman representing the southwest corridor of the city. As a Councilman, I worked on the budget as the chair and took great interest in environmental issues, including writing the city’s recycling program and urban planning.
I was recruited in 2006 to become the Executive Director of the Truman Sports Complex, the home of the Kansas City Chiefs and Kansas City Royals. I was at the center of the $700 million dollar renovation to both stadiums. I served in the role for 18.5 years before joining the Missouri Division of Tourism in 2024 to establish their sports tourism initiatives.
How has your role evolved since you joined the Division of Tourism, and how do you see it changing as we approach 2026?
I don’t think the role has evolved so much as the depth and breadth of sports tourism for the state is coming more into focus. Beyond our professional and collegiate events, the reality is that significant youth sporting events happen throughout the state every weekend in communities large and small. We are blessed with a robust sports culture across the state. Obviously, my work with the World Cup and communicating the potential impact to all our communities is a central component to my role.
What does your role as liaison to KC2026 involve?
Representing the interest of the State of Missouri and its tourism efforts, collaborating with KC2026 and VisitKC to ensure a strategic, efficient marketing campaign that drives visitors to Missouri.
How is Missouri preparing to showcase itself to FIFA, fans and teams involved in the tournament?
What most people don’t know is that we’ve been working on the World Cup for 8+ years. The World Cup is the largest sporting event in the world, so it has unique challenges and opportunities. Transportation and security are the two areas that require the most attention. The physical nature of hosting the events at Arrowhead is something we’ve done forever. In the last 13 years Kansas City has hosted the MLB All Star game, two World Series runs and several AFC championships, we’ll be ready!
Kansas City and Missouri know how to create a truly memorable and authentic experience for the hundreds of thousands of fans that will be visiting Missouri in 2026.
Are there particular regions or communities in Missouri that will play a role in the FIFA World Cup build‑up or events?
We believe several parts of the state will be impacted by World Cup visitors. The full impact is still unknown but will be influenced by team base camps (a country’s home away from home while in the tournament) that could happen in both the Kansas City region as well as St. Louis. Those team base camp decisions by countries will happen late 2025. Route 66, which runs across the state, will celebrate 100 years in 2026, so we know that will be a significant draw also.And 2026 is America’s 250th birthday, so it’s a major year for celebrations.
From youth to collegiate and amateur, in your broader experience hosting sports events in Missouri what makes the state a strong choice for planners?
The central location which makes visiting Missouri drivable. The authentic and hospitable nature of the residents of the state. First class sports facilities and an incredible array of great leaders across the state making these events happen. The reality of Kansas City, Missouri being one of only 11 host cities in the United States for the World Cup speaks volumes to our place in the top echelon of sports states!
What metrics or indicators do you use to measure the success of sports tourism initiatives, especially large events like those leading into the World Cup?
The prototypical metrics used to measure any event. Also, the ones you can’t measure: the emotion and pride of watching your favorite team compete, the social interaction of tens of thousands of fans gathered together at a stadium, at FanFest and around the region celebrating the largest sporting event in the world.
Looking ahead, what legacy do you hope the World Cup will leave in Missouri?
The eyes of the world will be on Kansas City and Missouri. It gives us the opportunity to showcase everything we have in Missouri that makes it a great place to visit: its central location, its authentic and hospitable people, a variety of visitor experiences and a world-class sports scene. The true legacy will be the massive number of young people who have taken up soccer who will experience the energy and vibe of a once-in-a-generation sporting event in our state.
Which sport(s) do you like to watch or play the most?
I coached baseball for over 25 years, so it was a huge part of my life. I sent lots of young men off to college to play—several drafted and two that played in the major leagues. I play golf, and sometimes I play it well. Probably now my favorite sport to watch is watching my grandchildren play all their sports.
Who do you root for when it comes to sports teams and athletes?
All things Missouri professional sports, but I have to say the KC Current of the National Women’s Soccer League has been an incredible story and I’m rooting for them in their quest to bring a championship home to KC this year.
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