Hosting the German Men’s National Team (Deutscher Fußball-Bund, DFB) home base for the 2026 FIFA World Cup was a collaborative effort with a long-lasting impact. This high-profile global partnership generated an immediate estimated visitor economic impact of more than $10 million for the City of Winston-Salem and Forsyth County, while highlighting Winston-Salem as a premiere destination for economic investment to a global audience.
The team established their headquarters at the historic Graylyn Estate and utilized Wake Forest University’s Spry Soccer Stadium as their official training site. This historic hosting effort was spearheaded by a joint coalition including Wake Forest University, The Graylyn Estate, Greater Winston-Salem, Inc., the City of Winston-Salem, Visit Winston-Salem, Visit North Carolina, and the Economic Development Partnership of North Carolina. Each organization worked in collaboration with the DFB to coordinate all aspects of their stay.
A Historic Milestone for the Region
Hosting the world-renowned soccer team brought global attention to the community, strengthening regional partnerships and forging relationships designed to bolster the area’s economic future.
The German national soccer team’s selection of The Graylyn estate for their base camp was a distinct honor. Our staff extended warm hospitality that would have made our founders, Mr. and Mrs. Gray, proud, and we will cherish the team’s time with us,” said John Wise, Vice President of Hospitality & Auxiliary Services at Wake Forest University.
“Hosting one of the most highly decorated sports teams in World Cup history was a city-wide partnership. It would not have been possible without the leadership of the organizing committee, the support of our colleagues, and the enthusiasm of our community members. The experience was truly inspiring. Together, we have made a statement to the world. If you are looking for a destination where teamwork, community, and commitment form the foundation for welcoming local gatherings to organizing large global events, there is no better place than Winston-Salem.”
The German national team’s stay delivered immediate benefits across local businesses, hotels, and service providers and was calculated based on the Simpleview Event Impact Calculator. In addition to the team, there were nearly 200 accompanying journalists.
“An international spotlight was shined on Winston-Salem as we proudly hosted the German team,” said CEO/President Stephanie Pace Brown of Visit Winston-Salem. “The prestigious honor pumped $10 million into local businesses and generated publicity that will have long lasting value.”
Additionally, international media coverage spotlighted Wake Forest’s historic Graylyn Estate and top-tier athletic facilities, netting invaluable global visibility for both the city and the university.
Strengthening North Carolina’s German Business Connections
North Carolina is currently home to more than 200 German companies, establishing Germany as the state’s top source of foreign direct investment. Hosting the national team reinforced the region’s reputation as a welcoming destination for international businesses exploring U.S. expansion or relocation.
Demonstrating this hospitality, the Winston-Salem community hosted executive delegations from Germany representing Siemens Energy and Ziehl-Abegg—two major corporate leaders with an established presence in Forsyth County.
“Recruiting and retaining economic investment is all about building relationships. The German team’s stay provided an opportunity to do just that: by welcoming officials, fans, and business leaders alike to join in on the special moment, we created a sense of community spirit and support here in their home-away-from-home,” says Mark Owens, President and CEO of Greater Winston-Salem Inc. The extraordinary coordination among local and state organizations underscored the strength of North Carolina’s regional partnerships, establishing a template for future international engagement and business development.