Get in the game: World Cup match lights opportunity (but only if a risk-taker is willing to strike)

This weekend’s final matches of the Big Heart Tournament — a youth soccer competition aimed at capturing enthusiasm around the FIFA World Cup — are the culmination of more than year of work to make Kansas City’s big moment last longer than the 39 days of official action, said Rich Chungong.

“FIFA isn’t thinking about Kansas City’s legacy. That’s up to us,” said Chungong, a serial tech founder and cryptocurrency enthusiast who turned his attention to community organizing around the World Cup once it became clear leaders from within communities needed to step up. “We’re looking at this as the match that lights our next opportunity.”

The Big Heart Tournament — a partnership with KC Parks & Rec and U.S. Soccer at the renovated 9th and Van Brunt Athletic Complex — is just one piece of an event series sprint coordinated by Chungong and his business partner, Cerise Hall, founder of Business Speaks (Youth Entrepreneur Exchange).

“Our go-to-market concept is ‘Soccer as a Solution’ — providing opportunities on and off the field; not just soccer, but looking at sports science, nutrition trainers, and the overall runoff effect that comes with World Cup and Kansas City’s enthusiasm for athletics,” said Chungong, whose KCSMB platform works to promote small businesses and offers an AI Tour Guide for World Cup visitors.

Young people are an obvious focus of the Soccer as a Solution concept, he continued, noting much of the core programming tied to the World Cup centers around more adult fan activities. Big Heart, by contrast, emphasizes not only the ripple effect of the massive global tournament to youth, but also the importance of wellness, hydration and putting down their phones.

“Nobody’s talking about the youth and the impact the World Cup is going to have on their futures here in Kansas City,” Chungong said. “We have to prepare them for these opportunities and expose them to what’s possible through this huge event.”

“We’ve been intentional with our partners,” added Hall, “to tap into young people, underserved populations, women — soccer is really popular with Muslim girls, for example — tap into those voices and hear what they need, what they’re looking to get out of this summer.”

Young athletes play in early May group play during the Big Heart Soccer Tournament at the 9th and Van Brunt Athletic Complex; photo courtesy of Kansas City Parks & Recreation Athletics

Young players practice before evening games as part of the Big Heart Soccer Tournament at the 9th and Van Brunt Athletic Complex; photo by Nikki Overfelt Chifalu, Startland News

As the soccer capital of America, Chungong said, Kansas City has a responsibility to make sure opportunity makes its way to every corner of the metro.

“The data we’re seeing shows that kids in underserved communities don’t participate in sports at the same rates because of access. And that’s frequently a financial problem,” he said. “Soccer is a solution.”

Next up: the return of a Mayor’s Night soccer event for youth in June.

“When we have these programs, you might see 300 kids just playing around, kicking soccer balls. No one is arguing, no one is fighting,” Chungong said. “It’s about seeing them — really seeing them — and how they can play a part in this once-in-a-lifetime opportunity.”

He stressed that pulling off such events takes personal conviction and drive, but noted those qualities are just waiting to be unlocked across Kansas City as individuals and groups look to engage with what could be the region’s biggest-ever sports event.

“How can we give organizations that are looking for a sense of direction around the World Cup an easy way to just do what they do best?” he asked. “Lead with what they already bring to the community, and not think they have to wait for someone to tell them it’s OK to get started.”

“I’m always smiling and optimistic, but I’m a really realistic person,” Chungong said. “If you were waiting for a voice on high from FIFA to get started, don’t wait any longer.”

Rich Chungong speaks during an April 2025 town hall event for small business owners and community members to share feedback on World Cup preparations and concerns; photo by Nikki Overfelt Chifalu, Startland News

Community activations win

While Kansas City, Missouri, and its partners at the Economic Development Corporation of Kansas City (EDCKC) offered efforts targeted toward small businesses — from the Open Doors! storefront vacancy program to a marketplace planned for Union Station and beyond — residents, business owners, and area leaders might have underestimated how much work still rests on the shoulders of individuals and communities to truly capitalize on the World Cup, said Nia Webster.

Nia Webster, assistant director of the neighborhood services department for the city of Kansas City, Missouri, shares insights from the city’s City of Entrepreneurs initiatives during a panel on World Cup readiness; photo by Nikki Overfelt Chifalu, Startland News

“Some communities will miss out because they failed to plan, not recognizing that tourism takes more than just someone in local government with a loudspeaker,” said Webster, assistant director of the neighborhood services department for the city of Kansas City, Missouri, and a core organizer behind the region’s City of Entrepreneurs initiative.

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In the spotlight for a World Cup readiness panel conversation convened by Startland News and Bank of America in April, Webster challenged attendees to share responsibility for making Kansas City’s World Cup success a reality.

“What opportunities are you creating in your community? What events, activations, celebrations are you planning that allow for your smaller, mom and pop businesses — folks that can just come and do a booth or whatever it may be to be able to sell?” she asked.

Examples abound of organizations and municipalities across the metro that are doing just that, Webster told Startland News, pointing to the City of Leawood’s “Leawood For The Goal” campaign, which culminates with a tournament and fun fest that brings together players, families, and fans for three days of fast-paced games in June.

Not far away, the Johnson County Parks and Recreation District is planning its own series of watch parties — transforming its theatre in the park program into a massive gathering around the largest screen in Johnson County (a 20 foot-by-30 foot LED view of games June 16-July 19). Fans can find family friendly activities, along with local food trucks and vendors.

Cindy Henson, Johnson County undersheriff; Neal Sharma, KC2026; U.S. Rep. Sharice Davids, D-Kansas; Mike Kelly, chairman of the Johnson County Board of County Commissioners; and Curt Skoog, mayor of Overland Park; pose together during a March kickoff event for Johnson County United; photo courtesy of Johnson County Government

More broadly, Johnson County government and the cities within the county launched Johnson County United as a hub to help residents and visitors more easily navigate local information and resources — including details about transit, upcoming events, an online swag shop with Johnson County United merchandise, the history of Johnson County and a long list of amenities, entertainment and cultural exploration opportunities.

Johnson County United also partnered to support the ConnectKC26 transportation plan, which is expected to offer residents and visitors an airport drop-and-ride service and a circulator route called the Link.

“What we’re seeing is that communities are really figuring out how to activate,” said Tracy Whelpley, director of regional impact for KC2026. “It’s a really smart strategy to collaborate — not just as a one-off event here and there — but as business districts and neighborhoods to create that pull and draw.”

“From Johnson County to Waldo to North Kansas City, they’re creating events that are, yes, built around the World Cup — but first and foremost they’re community celebrations,” she added. “And then, it’s a question of inviting visitors in.”

Reggie Francois, Kansas City Parks & Recreation, stands with Rich Chungong, Dash in Between, KCSMB, at the 9th and Van Brunt Athletic Complex; photo by Nikki Overfelt Chifalu, Startland News

Luck of the draw, plus ambition

It’s understandable that people were initially reluctant to jump into the World Cup fray on their own, said Chungong, acknowledging that many people thought they’d face a windfall this summer just by virtue of being located in Kansas City.

“No one is going to do the work for you,” he said, encouraging entrepreneurs and other organizers to know their own bandwidth — and seek collaborators whenever possible.

Rich Chungong hands Mothers’ Day flowers to a young athlete during the Big Heart Soccer Tournament at the 9th and Van Brunt Athletic Complex; photo courtesy of Kansas City Parks & Recreation Athletics

Efforts like the Big Heart Tournament — which boasted more than 300 athletes and 17 teams over a three-week span — require a long list of partners, ranging from KC Parks & Rec, Challenger Sports and the Benedictine men’s soccer team to sponsors like Chase Bank and Mazuma Credit Union.

A former college athlete at Western Illinois University, Chungong played professional football in Europe for four years before the COVID-19 pandemic shut down global travel and sports. He then pivoted into web3 consulting, video game development, and endeavors he founded like CryptoMondays and the Digital Sandbox KC-funded Produce Matrix.

“Coming from my experience with sports in Europe and just outside the U.S. in general, I’m not sure people understand the scope of this,” he said of the World Cup’s arrival in the Americas, albeit spread across 16 host cities in Mexico, Canada and the U.S.

While some tourism indicators point to lower-than-expected turnout at matches throughout the far-flung host cities, Chungong emphasized Kansas City’s unique positioning with the matches it drew and the base camps the region attracted.

“When you talk about luck of the draw … We got Argentina. That means Messi in Kansas City; in all honesty, that could draw a quarter of a million people: every Messi fan in the United States, plus international fans,” he said. “Kansas City is going to be the hotbed destination.”

RELATED: Host cities steer into World Cup headwinds: ‘We didn’t work 10 years for this to be a flop,’ KC tourism leader says

Argentina fans raise their flag during a Dec. 5 final draw announcement event for the FIFA World Cup at Kansas City’s Power and Light District; photo by Nikki Overfelt Chifalu, Startland News

“We’re probably not going to have another World Cup in Kansas City in our lifetime,” Chungong continued. “How do we capture this moment using the skills and resources that we already have — then use it as a stepping stone to the next level? FIFA and Messi will have their impact, and our community will still be here.”

Opportunity is found between the games, he stressed, shining light not only on programs like the Big Heart Tournament, but efforts to tie in the broader business and tech communities to further capitalize on what could be a catalyst for generational change.

“We can integrate breakthroughs from tech into, for example, sports analytics — in ways that don’t just focus on the flash-in-the-pan moment,” said Chungong. “Let’s look at how we can build an ecosystem for soccer and youth sports that can thrive for years to come.”

“It’s all about helping people understand that technology is a mirror of your creativity and curiosity,” he continued. “The World Cup gives us another opportunity to see who are the risk-takers, the ones who will just jump, two feet first, for this community.”