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SPT 13 — The FIFA World Cup: History, Governance, and the Business of Soccer

Quarter: Spring
Instructor(s): Chris Pepe
Duration: 8 weeks
Location: Online
Date(s): Apr 9—May 28
Class Recording Available: Yes
Class Meeting Day: Thursdays
Grade Restriction: No letter grade
Class Meeting Time: 6:00—7:30 pm (PT)
Tuition: $440
   
Refund Deadline: Apr 11
 
Unit(s): 1
   
Status: Registration opens Feb 23, 8:30 am (PT)
 
Quarter: Spring
Day: Thursdays
Duration: 8 weeks
Time: 6:00—7:30 pm (PT)
Date(s): Apr 9—May 28
Unit(s): 1
Location: Online
 
Tuition: $440
 
Refund Deadline: Apr 11
 
Instructor(s): Chris Pepe
 
Grade Restriction: No letter grade
 
Recording Available: Yes
 
Status: Registration opens Feb 23, 8:30 am (PT)
 
 
Every four years, the FIFA World Cup captivates billions—uniting nations in sport while exposing the political and financial forces that power global soccer. In Summer 2026, the tournament returns to North America for the first time in more than three decades, with matches across the United States, Canada, and Mexico. The final rounds will unfold on US soil, including at Levi’s Stadium, just down the road from Stanford. This course examines the World Cup as both a cultural spectacle and a billion-dollar enterprise. We’ll trace its origins, revisit iconic tournaments and controversies, and analyze how FIFA selects host nations and negotiates with governments. Guest speakers from inside the sport will illuminate the inner workings of player development, broadcast strategy, and global branding. Using the 2026 tournament as a case study, we’ll consider how the World Cup functions as a stage for globalization, diplomacy, and commerce—and why its influence extends far beyond the pitch.

The course will feature conversations with leading figures who have shaped the landscape of American and international soccer—from players and coaches to executives and organizers of the 2026 FIFA World Cup.

Guest speakers include:

Landon Donovan, US Men’s National Team Legend and Former San Jose Earthquakes Star

Don Garber, Commissioner, Major League Soccer

Andrew Giuliani, Executive Director, White House Task Force on the FIFA World Cup 2026

Roger Bennett, Founder and CEO, Men in Blazers Media Network

Gregg Berhalter, Former US Men’s National Team Head Coach and Two-Time FIFA World Cup Veteran

Alexi Lalas, 1994 USA World Cup Star and FOX Broadcaster

Sunil Gulati, Former US Soccer Federation President and Deputy Commissioner, Major League Soccer

Manolo Zubiria, Chief Tournament Officer–USA, FIFA World Cup 2026

John Kristick, Former Executive Director, 2026 United Bid Committee

Amber Steele, VP, Global Sports Partnerships and Operations, The Coca-Cola Company

Zaileen Janmohamed, President and CEO, Bay Area Host Committee


Please note: The speaker list may be updated as additional particpants are confirmed.


CHRIS PEPE
Sports Industry Executive

Chris Pepe is an attorney and 30-year veteran of the sports industry, with league, brand, agency, and governing body experience. He has negotiated over 2 billion in sports deals. He was a founding executive of Major League Soccer (MLS), a leader of Yahoo FIFA World Cup digital joint venture and sponsorship, and a leader of Visa’s Global FIFA World Cup partnership. Pepe also served as the chief commercial officer for the US Olympic and Paralympic Committee and LA28.