Atlanta is preparing to use FIFA World Cup 2026™ as more than a sporting moment, launching the Atlanta Cultural Exchange to spotlight the city’s art, fashion, music, film, innovation, and community on a global stage. Announced by Mayor Andre Dickens and the City of Atlanta Mayor’s Office of Cultural Affairs, the initiative will run from June 14 through July 14, 2026, during the month-long tournament and transform The CTR Atlanta, formerly the CNN Center, into a cultural destination.
Located on the eighth floor of The CTR’s North Tower, the 23,000-square-foot space is expected to host up to 2,000 guests and serve as a gathering place where commerce, creativity, and community intersect. Organizers say the goal is not only to celebrate Atlanta’s creative identity, but also to create long-term economic opportunities for artists, entrepreneurs, and cultural organizations connected to the city’s arts ecosystem.
Mayor Dickens said the World Cup presents a once-in-a-generation opportunity to showcase Atlanta and the wider region to a worldwide audience. He described the Atlanta Cultural Exchange as a platform for local artists, performers, and storytellers to celebrate Atlanta excellence while amplifying their voices internationally. The programming is built around the theme “Culture by Design” and will highlight both established and emerging creatives through live performances, film screenings, workshops, artist talks, youth-focused events, and community conversations.
Officials from the Mayor’s Office of Cultural Affairs said the exchange reflects Atlanta’s long-standing role in shaping culture and expanding creative influence. Adriane Jefferson, executive director of the office, said the city has always moved culture forward and that the initiative will help raise the visibility of what Atlanta already has. The effort is designed to ensure local creatives gain access, visibility, and opportunities tied to the economic benefits expected from FIFA World Cup 2026™.
A broad network of cultural and creative partners is already involved, including Atlanta Influences Everything, Atlanta Symphony Orchestra, Atlanta Opera, ZuCot Gallery, ABV Gallery, HBCU Made, Historically Black Since, One MusicFest, CultureCon founder Imani Ellis, and Killer Mike’s Conversate platform. International collaborators from Spain, Mexico, South Africa, and Haiti are also part of the initiative, reinforcing its global outlook and cross-cultural reach.
The Atlanta Cultural Exchange is presented by Showcase Atlanta and powered by The Gathering Spot, with production led by the Mayor’s Office of Cultural Affairs in collaboration with 10 Squared Agency. Corporate backing includes Amazon, which will sponsor the Community Stage, and Google, which will lead discussions on creativity and artificial intelligence. The initiative also receives support from the National Endowment for the Arts through its “Arts Projects Spotlighting the Spirit of Sports” grant program.
Organizers say Atlanta has already begun building momentum through community activations and youth programming in parks and recreation centers ahead of the tournament. Security and logistics for the exchange will be handled with the Atlanta Police Department, private security teams, and The CTR. Leaders involved in the project say the aim is to leave behind a lasting platform that positions Atlanta as a global creative capital well after the final World Cup match is played.
