How to Win & Host a World Cup Bid | Ex-Fifa Executive

James shares insights on the initial conversations when a country considers bidding for a World Cup, emphasizing the necessity of defining the purpose behind the bid. He recounts his experience with the Women's World Cup in Australia and New Zealand, noting the critical need to balance technical bid requirements with political navigation. He describes key moments that influenced the bid's success, particularly the importance of relationships between federations and focusing on legacy, which he believes should include participation growth and the social impact of hosting the tournament.

James explains that genuine legacy goes beyond infrastructure, requiring a clear strategy set well before the event. He reflects on crises faced during tournaments and the necessity for flexibility and quick decision-making, exemplified by a significant injury in the Matildas team before a major match. James also discusses the broader implications of hosting events, including the potential to transform perceptions of sport in a country.

As he prepares for the 2026 Men's World Cup, he highlights the different challenges it presents compared to the Women's World Cup, including managing multi-country collaborations and the need for significant revenue generation. Ultimately, James seeks to convey that the real measure of success lies in how these tournaments contribute to the growth and legacy of the sport, pushing for purpose-driven outcomes.