The Puyallup Tribe of Indians is making history as the first Indigenous people to enter into a sponsorship agreement with a host city, with the recent announcement of the first-ever cultural sponsorship with the Seattle Fifa World Cup 26 local organizing committee.
The Puyallup Tribe joins SeattleFWC26 as the Official Legacy Supporter for all Seattle 26 activities and activations. This marks the first time in the history of the international tournament that an Indigenous people have entered into an agreement with any host city.
“History has been made. … The first cultural supporter of a World Cup host city in the history of what is going to be nearly 100 years is such a big breakthrough,” said Peter Tomozawa, CEO of SeattleFWC26, on June 20.
The Tribe is now a legacy sponsor alongside SeattleFWC26, partnering with all activities and activations leading up to the international tournament.
“We’re really not just working to host some gigantic mega sporting event in 2026 as a moment in time. But focusing on what we leave behind for the future of our children,” Tomozawa said.
Having recognition on a global scale is important to the Tribe and the organizing committee, said Tribal Chairman Bill Sterud. “We’re known as being generous and welcoming to all who visit our land,” said Sterud. “This world cup partnership will help us extend that spirit to the world.”
A focus from both the Puyallup Tribe and the Seattle group is on the future and what kind of economic prosperity will be brought as a result of the group stage being played in Seattle. “There is no better opportunity to share our culture, traditions, businesses, past, present and future. None better than the largest sporting event in the world,” Sterud said.
The partnership aims to highlight Tribal businesses and promote the good that Puyallup does. For Sterud, the excitement for what’s to come for Puyallup businesses on the horizon is hard to contain. “It’s part of the puzzle, moving forward we’re totally excited about that. It’s going to be used as a vehicle by the World Cup and by us and make this thing as glorious as it’s meant to be,” he said.
It’s also an opportunity for the Puyallup tribe to share their culture and experiences on the world stage. “We’ll be showcasing our culture, showcasing our people and showcasing our world,” Sterud said.
The collaboration came from the Puyallup Tribe’s support of the Sounders and an even deeper level, the game of soccer. “They were really a natural place of conversation. They were so bought in on what soccer can do for a community. They were more interested on community and then using the global stage that FIFA can bring to share their story. We’re excited about what’s to come,” Tomozawa said.
For Tribal Chairman Sterud the collaboration came down to one word: “Friendship.”
Back in 1962, Seattle hosted the World’s Fair and erected the Space Needle which remains an icon of the Pacific Northwest. Tomozawa assured us there were no plans on making another one, but the opportunity to make an impact similar to the fair 60 years ago is in the plans. “One of the sentiments we had was talking about the parallels between 1962 and the World’s Fair coming here and leaving a beautiful foundation for Seattle to become a city of the future,” he said.
Over the next two years, the groups want to build something special. “It’s gonna be a people-based legacy, focusing on beauty culture and children. That will really lay the foundation for the future and improve the future of humanity. That’s what we are going for… This is something we’re hoping to measure and impacts decades, not just the moment,” Tomozawa said.
The two groups did not provide details on exact plans leading up to the World Cup, which is still a few years in the future. However, there is a lot of excitement to be had leading up to that moment.
“I’m not going to reveal everything here, but stay tuned because they (Puyallup) have such wonderful ideas. That’s what it’s all about,” Tomozwa said.
