Tré Exclusives

The biggest challenge surrounding a global event is not generating attention. It is converting that attention into civic value people can actually feel in their daily lives.

As Houston prepares for the global spotlight of the World Cup, Tré Magazine is telling a different kind of soccer story—one rooted in the city’s communities, culture, and everyday voices. Its approach suggests the biggest tournament on earth can also feel deeply local.

For many Houstonians, the World Cup may sound like a sports event for someone else. Stephanie Coleman is working to make sure the city sees it as a once-in-a-generation moment with economic, cultural, and public health stakes for everyone.

Stephanie Coleman’s tips on branding Houston for the World Cup point to more than civic pride. They underline how a global sporting event can become a long-term business, tourism, and investment opportunity if the city tells the right story.