Jessie Adcock, the host committee lead and chief delivery officer for Vancouver's FIFA World Cup 26, has a unique job that combines corporate skills with a passion for soccer. Her white leather sneakers, worn with a black business suit, hint at the unconventional nature of her role.
Crunch Time for Vancouver's World Cup
With the first match scheduled for June 13, Adcock's focus for the next seven weeks is ensuring the games proceed on time, on budget, and without any major complications. This includes overseeing venue readiness, logistics, security, and fan engagement.
Vancouver is one of 16 host cities in North America and will deliver seven of the 104 World Cup matches. An estimated 350,000 visitors are expected, and nearly three billion people watched the 2022 World Cup on TV.
A Dream Job for a Sports Fan
Growing up in Metro Vancouver, Adcock did not play soccer but is a sports fan. She built a successful career in leadership positions in government and corporate organizations. She never imagined she would one day be in charge of organizing seven international soccer games for the world's most-watched sporting event.
"It's a dream job," she said. As a woman of colour, she hopes her experience leading FIFA Vancouver sends a positive message to youth in her hometown and beyond. "I never knew that I would ever achieve a level where I would be able to lead something like this. I would say, personally, I haven't seen a lot of role models that look like me or leaders that look like me in this type of sport."
Complex Responsibilities Beyond the Game
Adcock's day-to-day responsibilities extend beyond turf and jerseys. She oversees a team that works with governments and First Nations to ensure venues, including two practice pitches, are ready; logistics for the seven games are in order; necessary messages have gone out to residents and businesses; and fans are kept safe.
Adcock and her colleagues have attended many soccer matches to ensure a deep understanding of the game. Signs are going up across the city, plans are underway to open a FIFA merchandise store downtown, and the Fan Festival site at the PNE is being finished.
Fan associations from other countries are being contacted about their needs while in Vancouver, such as ensuring they have places to watch the games together. A FIFA playbook has been shared with local restaurants, hotels, and stores to encourage them to join the tournament without breaking the football federation's rules. They can decorate with country flags and soccer balls, but not anything with a FIFA logo or images suggesting an official association with national teams.
"This will absolutely be the most complex thing that I've ever overseen the delivery of," Adcock said, "especially given that it is a very high-profile event with significant consequences. And also a very, very hard deadline."
