Originally published June 23, 2026. Updated July 9, 2026.
As the FIFA World Cup has continued across the United States, one theme has become increasingly clear: firsthand experiences often tell a more complete story than headlines.
In recent weeks, international media have highlighted something many visitors have been saying since they arrived—that the America they are experiencing is more welcoming, more diverse, and more connected than they expected. While news coverage often focuses on political divisions or national debates, everyday interactions are telling a different story.
I had the chance to experience this firsthand while attending a World Cup match in Kansas City with my six-year-old son.
We watched Argentina take on Algeria in front of tens of thousands of fans from around the world. Before kickoff, we met three Argentinians seated in front of us who had bicycled more than 10,000 miles from Argentina to reach the tournament. Their journey was remarkable, but what stayed with me most was how naturally complete strangers from different countries began talking, laughing, and sharing stories.
Throughout the evening, languages, flags, and cultures blended together with a shared appreciation for the game. My son cheered enthusiastically for Algeria—partly because he enjoys rooting for the underdog, and partly because he likes teasing his Argentina-supporting mom. The result mattered far less than the experience of being surrounded by people from every corner of the world.
For my son, these moments become lessons that no classroom can fully replicate. He learns that people may speak different languages, support different teams, or come from different backgrounds, yet still find common ground through curiosity, kindness, and shared experiences.
As someone who has spent much of my career helping organizations build international partnerships, the evening reinforced something I’ve seen repeatedly over the years: business relationships almost always begin with real human connection. We want to do business with people we like and trust.
That is one reason international exchanges, sporting events, trade missions, educational programs, and cultural partnerships matter so much. They create opportunities for people to experience one another directly rather than through assumptions.
Several weeks into the tournament, it is encouraging to see international reporting reflect many of these same observations. Visitors are discovering local communities, generous hospitality, and authentic conversations that rarely make international news. Those experiences don’t erase America’s challenges, but they do provide a more complete picture of who we are.
One of the most remarkable examples has unfolded in Lawrence, Kansas. What began as enthusiastic local support for Algeria during the World Cup quickly grew into an international story. Algerian fans embraced Lawrence’s hospitality, and the city embraced Algeria in return. The relationship has been covered nationally and internationally, demonstrating how quickly goodwill can grow when people connect through shared experiences rather than preconceived notions. Long after the tournament ends, the friendships, cultural curiosity, and opportunities created through that connection may continue to produce benefits that none of us can fully predict today.
For organizations working internationally, there is an important lesson here.
Whether you’re entering a new market, evaluating an international partnership, or considering a global investment, assumptions are rarely a substitute for firsthand experience. The strongest international relationships are built through listening, showing up, asking thoughtful questions, and taking the time to understand people in their own communities.
The World Cup will eventually move on to its next host nation, but the relationships formed during these weeks—and the impressions people carry home—will endure long after the final whistle.
In a world increasingly shaped by algorithms, headlines, and social media, there is still no substitute for meeting people face to face. More often than not, those conversations reveal something more hopeful, more nuanced, and more lasting than we expected.
At Novaterra, that belief sits at the heart of our work. International success begins not with assumptions, but with relationships—and those relationships are built one conversation at a time.
