As the FIFA World Cup prepares to kick off, transit agencies across North America are moving beyond basic service plans and focusing on the rider experience. To achieve this, agencies are honing in on and promoting amenities such as clearer wayfinding, easier fare payment, more frequent service, and extra staff to help fans who may be using local transit for the first time.

From Vancouver to Toronto, Mexico City, Los Angeles, Dallas, New Jersey, Boston, Philadelphia, Atlanta, and the San Francisco Bay Area, agencies are treating the tournament as both a stress test and a showcase moment for their systems.

More Service, More Capacity

Several agencies are adding service around match days and fan events.

TransLink will operate approximately 600 additional bus trips per day across Metro Vancouver, along with a dedicated shuttle to the FIFA Fan Festival at the PNE, a temporary Downtown Vancouver South Circulator route, SkyTrain service as frequent as every two minutes during peak match periods, extra SeaBus sailings, and special weekend West Coast Express trips on local match days.

DART in Texas will temporarily increase light rail and Trinity Railway Express service from June 8 through July 19. The agency will run 20-minute service all day, every day on the Red, Green, Orange, and Blue lines, while TRE will offer 30-minute service on match days.

“Our priority during the FIFA World Cup events here in North Texas is to ensure seamless service for residents and visitors alike. We have secured funding to temporarily increase rail service across the region with more frequency and more capacity,” said Trenise Winters, DART’s EVP and COO.

In Philadelphia, SEPTA will add Broad Street Line trips to and from NRG Station, with expected ridership of about 31,000 per match. The agency said the line will be able to move about 15,000 people per hour with the added service and capacity.

The MBTA in Boston is also preparing for heavy World Cup demand, including extra bus and subway service on weekday match days and extra Silver Line SL1 service on all match days. The agency previously reported more than 17,450 Boston Stadium Train mTickets sold during the first day of sales.

World Cup Host Cities Crafting a Clearer Trip for First-Time Riders

A common thread across the announcements is the push to make transit easier for visitors who may be unfamiliar with local systems.

The TTC will deploy more than 600 event ambassadors across Toronto’s system, identifiable by red TTC jerseys, to answer questions and provide directions at high-traffic locations. The agency is also piloting a new alphanumeric station identification system at six busy subway stations to make exits, transfers, and landmarks easier to find.

“TTC service is central to Toronto’s Transit First approach for the World Cup,” said TTC CEO Mandeep S. Lali. “We’ve been preparing for this moment for many months, and our focus is clear: deliver the service our customers need, provide simple and reliable information, and respond decisively as conditions evolve. Our ambassadors will play a vital role in welcoming the world to Toronto, ensuring every journey matters.”

SEPTA has installed its first digital real-time arrival display at a bus stop in South Philadelphia as part of a pilot program. The solar-powered e-paper displays include text-to-speech buttons for blind and low-vision riders.

“Our customers have made it clear that they want better access to real-time information, and we are listening,” said SEPTA GM Scott A. Sauer. “This program is about putting the tools our riders need right where they need them — whether they are a daily commuter or a first-time visitor to our region.”

Fare Payment Gets Simpler Under International Scrutiny

Several agencies are also using the World Cup as a catalyst for fare technology improvements.

LA Metro launched its official mobile app and contactless credit and debit fare payment, allowing riders to tap bank cards, digital wallets, or wearable devices at fare gates and bus validators. The system also allows one card to pay for up to five passengers.

“Metro customers shouldn’t have to navigate multiple apps just to ride transit,” said LA Metro CEO Stephanie Wiggins. “This new app, combined with credit and debit payments at the fare gates and on board buses, is about creating a seamless, intuitive experience, whether you’re a daily rider or visiting Los Angeles for the first time. It also positions us for the future, not only as we prepare to welcome the world for major events, including the FIFA World Cup 2026, but also as we continue to serve the millions of people who depend on us every day.”

In Atlanta, MARTA launched its modernized Breeze fare payment system ahead of the tournament, allowing customers to tap bank cards or mobile wallets at faregates and validators. MARTA is also producing 100,000 commemorative World Cup-branded Breeze cards.

TransLink is leaning into both practicality and fan energy. The agency partnered with the Transit app as its recommended trip-planning app and is offering Transit Royale free to Metro Vancouver users. It also launched a limited-edition Compass Soccer Mini and wrapped a Soccer SeaBus in a FIFA World Cup 2026-inspired design.

“Our partnership with Transit app will give riders better real-time information, more personalized tools, and more confidence getting around during the FIFA World Cup 2026 Vancouver,” says TransLink CEO Kevin Quinn. “With Transit Royale now available for free, customers will have more ways to plan their trips during one of the busiest moments our region has ever hosted, and those benefits will continue long after the final match. The Compass Soccer Mini and Soccer SeaBus will help bring the energy of the tournament onto our transit system.”

Crowd Management Starts Before Fans Arrive

Agencies are also working to reduce congestion before it builds.

TransLink added two new fare gates at Yaletown–Roundhouse Station, increasing the total from three to five and adding a second accessible fare gate. The station handled more than three million boardings in 2025 and is a key access point during large events at Rogers Arena and BC Place.

In New Jersey, NJ TRANSIT and the New York New Jersey Host Committee released a regional mobility plan for matches at MetLife Stadium. The plan is designed to move more than 78,000 spectators per match using stadium shuttle buses, rail service, rideshare, permitted vehicles, and limited premium parking. There will be no general spectator parking on stadium property on match days.

NJ TRANSIT also reduced the round-trip fare for dedicated World Cup transportation to $98, citing advertising revenue from corporate partners to offset ticket costs. Tickets must be purchased in advance through NJ TRANSIT’s mobile app and will be limited to 40,000 per match day.

Agencies Turn to People, Not Just Platforms

While the announcements include apps, payment systems, signage, and service increases, many agencies are also emphasizing human support.

MARTA plans to deploy hundreds of transit ambassadors for up to 12 hours of daily coverage, along with 100 FIFA volunteers stationed throughout the system to provide navigation assistance in multiple languages. The agency is also preparing five-minute rail headways on match days, a rapid response bus fleet, crowd-control strategies, and security coordination with local and federal partners.

“MARTA stands ready to provide the mobility backbone for this global event,” said Jonathan Hunt, interim GM and CEO at MARTA. “We will provide increased rail frequency, station upgrades, and tech-enabled customer support to ensure a seamless, world-class transit experience for visitors and metro Atlantans alike. We want the world to know that the safest and most reliable way to get around Atlanta this summer is to let MARTA drive.”

MARTA is also leaning into Atlanta's cultural identity as part of its World Cup preparations. The agency recently partnered with Grammy Award-winning artist and Atlanta native Big Boi for its "LET MARTA DRIVE" campaign, which encourages fans to use transit to reach matches, fan festivals, concerts, and other events while promoting MARTA's Ride with Respect initiative.

"Big Boi’s music is deeply embedded in the culture of Atlanta, making him the perfect person to help us welcome soccer fans from around the globe," Hunt said. "We look forward to bringing his unmistakable voice directly to our riders through exclusive station announcements and digital content. This partnership is an exciting way to showcase our world-class transit network while reminding everyone to ride safely and with respect."

"Atlanta has always been a city that moves people and sets trends," Big Boi said. "When the world comes here, I want everyone to feel that energy without the stress. MARTA makes it easy to get downtown, to the events, and everywhere in between. I’m proud to be part of what keeps Atlanta moving and shows the world how we do it."

The campaign highlights another emerging theme among host transit agencies: creating a sense of place alongside moving crowds. From MARTA's partnership with one of Atlanta's most recognizable artists to TransLink's limited-edition Compass Soccer Mini and FIFA-themed Soccer SeaBus, agencies are using the tournament to showcase local culture and build excitement around public transportation itself.

The Santa Clara Valley Transportation Authority in California, which will serve matches at Levi’s Stadium, is also working with international consulates to promote transit use among visiting fans. Participating consulates include Austria, Jordan, and Switzerland.

World Cup Host Cities Also Planning for the Last Mile

Mexico City, which will host five World Cup matches beginning June 11, is taking perhaps the most aggressive approach to managing fan arrivals at the stadium.

City officials are building operations around FIFA's "Última Milla" (Last Mile) strategy, which prioritizes pedestrians and public transportation in the areas surrounding Estadio Ciudad de México. Match-day operations begin at 7 a.m., with officials encouraging fans to arrive early and avoid driving directly to the venue.

A centerpiece of the plan is a Park and Ride network that allows fans to leave vehicles at designated lots throughout the city and board shuttle buses to the stadium area. Round-trip service will operate from locations including Campo Marte, Parque Xochimilco, Six Flags, Santa Fe, Plaza Carso, and Parque México, with fares including a special-edition World Cup transportation card.

For many fans, however, transit will remain the preferred option. Riders can take Metro Line 2 to Tasqueña and transfer to the Tren Ligero, which will operate at full capacity beginning three hours before kickoff. City officials expect the light rail service to move nearly 60,000 fans toward the stadium on match days.

The city is also promoting walking, cycling, and scooter use through dedicated arrival corridors, bicycle and scooter parking areas, and seven marked pedestrian routes, supported by signage and QR code navigation tools.

Mexico City's strategy mirrors efforts underway elsewhere in North America. From NJ TRANSIT's stadium mobility plan, which eliminates general spectator parking at MetLife Stadium, to SEPTA's overnight subway service and TransLink's expanded regional network, agencies are more focused on managing the entire trip. The emphasis is shifting from moving vehicles to moving people efficiently through every stage of the event experience.

Taken together, agencies are preparing for the World Cup in four overlapping ways:

• Increasing capacity.
• Removing friction for unfamiliar riders.
• Improving wayfinding.
• Carefully managing the "last mile" between transit and the venue.

For daily riders, those changes may mean more crowded trains and buses during match windows, but they could also leave behind better apps, clearer signage, faster payments, stronger service plans, and new approaches to moving large crowds in the future.