I saw a post from a colleague last week commenting on the impact of the World Cup, and it definitely made me reflect. I'm old enough to remember Mexico ’86, Gordon Strachan’s goal, the colour of those incredible stadiums, and what remains the greatest Scotland kit ever produced!
Attending a World Cup in a professional capacity was a privilege, there were more than a few “pinch me” moments along the way, experiences that will stay with me forever. I saw first-hand the power of football as a force for connection, culture, and economic impact. From Boston and Providence, down through Charlotte, to Fort Lauderdale and Miami, back to New York and New Jersey, literally thousands of Scotland supporters brought something special wherever they went.
Businesses reported record trading, new relationships forged, and cities openly celebrated the positive contribution of Scotland being in town. Boston even went as far as establishing a sister-city relationship with Glasgow.
I want to say thank you to everyone who helped make the journey so memorable. To both
The Scottish Government in the USA and our friends at
VisitScotland, the UK Government; including the
Department for Culture, Media and Sport,
British Consulate-General Boston, and
British Consulate-General Miami, plus City and State leaders throughout the USA.
A special mention to Paul Andrew at
Harvard University, the
Red Sox Foundation and
Fenway Sports Group. Thanks too, to the incredible
GlobalScot network, including
Michael Smith,
Iona MacGowan,
Rory Hedderly,
David Duke MBE,
Ross Hamilton,
Mark Bamforth OBE,
Jeffrey Moore,
Ewan Morgan and
Andrew Weir - to name but a few - your help and support means a lot 😊
This tournament was a reminder that sport is one of Scotland’s most powerful assets. Our national teams, clubs, communities, supporters, and organisations like
Street Soccer Scotland &
SPFL Trust help build relationships, strengthen international ties, support tourism, attract investment, and showcase Scotland to new audiences around the world.
And what did qualification mean at home - well it was fitba themed days at work, schools and nurseries; watch parties, face paints, and games at clubs across the country- and a whole new generation inspired (some of whom might remember the current away kit being the best ever!)
As we look ahead to future opportunities - Tartan Day NYC, and Nations League qualifiers, to hopefully the FIFA Women's World Cup in Brazil in 2027 and (fingers crossed) both UEFA Men's EURO 2028 and a Women's World Cup in 2035 on home soil - what should come next?
For me, it's the development of a Scottish sport and soft-power strategy that fully recognises the value of football and uses these moments to attract investment, grow international partnerships, and deliver lasting social and economic benefits at home and abroad.
Football has a unique ability to bring people together and put Scotland on the map. This summer showed what's possible.