JMU students take center stage at 2026 FIFA Men’s World Cup

When six nations took the pitch in Philadelphia, Pennsylvania, this summer for the 2026 FIFA Men’s World Cup, 13 JMU students were there to carry their flags.

For the students representing JMU’s Hart School of Hospitality, Sport and Recreation Management and other majors, the moments were brief, but the preparation behind them was anything but.

They spent weeks training and rehearsing before making their first appearance June 14 at Lincoln Financial Field . Over six matches, they served as flag bearers as part of FIFA’s Ceremonies functional area, gaining firsthand experience at one of the world’s largest sporting events.

The opportunity was more than walking onto a soccer field; it was a chance for the participating students to see the global sports and entertainment industry from the inside and discover where they might fit within it.

From an idea to the field

The experience was the culmination of a two-year effort that began with an idea Hart School professors Dr. Sandhya Manjunath and Dr. Sunjai Hong, two international faculty members who shared a passion for soccer and a belief in the power of experiential learning, initially considered almost too ambitious to imagine.

“When Dr. Manjunath and I first started discussing the idea, about a year before the World Cup, we envisioned creating a truly unique experiential learning opportunity for our students,” Hong said. “Our goal was not only for students to attend the World Cup, but to experience firsthand how a global sporting event operates, interact with industry professionals and connect what they have learned academically with real-world practice.”

Turning that idea into a World Cup reality required months of preparation, coordination and student selection.

The Hart School initially screened 52 students and submitted their information to FIFA in September 2025. Then, two months later, students traveled to Philadelphia for in-person tryouts and interviews.

Faculty prepared them for the process with workshops covering professional attire, communication, interview etiquette and teamwork. After the tryouts, 13 students participated in the full experience.

Training and rehearsals began in Philadelphia in early June 2026. Before their first match appearance, students completed 12 rehearsals to prepare for the precision and professionalism required of a FIFA event.

In addition to representing six countries as flag bearers during tournament ceremonies, students gained exposure to areas such as brand management and broadcast operations, offering a broader view of the careers behind a global sporting event.

A JMU effort

Creating the opportunity required collaboration across JMU. The Hart School faculty and advisory board, the Center for Global Engagement, JMU Transportation and other university departments helped coordinate the experience and provide support throughout the program.

“It took a village,” Manjunath said.

That collaboration allowed students to focus on making the most of an opportunity that few college students get to experience. The students even met FIFA Secretary General Mattias Grafström, who thanked them for their work and told them they were making a lasting impact.

They also saw the FIFA World Cup trophy and took photographs. Manjunath says those moments validated the idea that started two years earlier.

“It’s a dream come true,” she said. “I wouldn’t be able to do that if I was not here at JMU and if Dr. Hong would not be my partner on this project.”

Learning beyond the stadium

The 30-day program was designed as a three-credit special-topics course that combined tournament service with professional development, industry networking, and visits to major sports, hospitality and entertainment organizations.

“Creating an official course allowed the World Cup experience to become a recognized JMU program rather than simply a trip,” Hong said. “Our goal throughout the process was to create a meaningful experience that would benefit not only the participating students but also strengthen the Sport and Recreation Management program.”

Students visited organizations including the Baltimore Ravens, Philadelphia Phillies, New York Yankees, Philadelphia Flyers, Philadelphia 76ers, Loews Hotels headquarters and The Team.

They connected with JMU alumni in New York and had opportunities to interact with industry executives and event organizers. They also wrote reflections about their experiences, connecting what they learned to their academic coursework and career goals.

Rather than simply studying how major sporting events are produced, students experienced the work firsthand, from the preparation required for tournament ceremonies to the many behind-the-scenes business, hospitality, marketing and broadcasting operations.

The relationships the students built along the way were just as valuable as the professional experience.

“Working as a FIFA volunteer on the Ceremonies Team taught me the value of cultural awareness and the impact that different perspectives have on the way people live, communicate, and connect with one another,” said sophomore Zoey Crim, who is studying Sport and Recreation Management and Business Management. “Some of my most memorable experiences came from interacting with fellow volunteers and fans from around the world, learning about their backgrounds and understanding what drew them to attend the FIFA World Cup. These conversations widened my perspective and supported the importance of building meaningful connections across cultures.”

Students from other majors were also part of JMU’s World Cup experience, including Nursing major Naomi Mpofu, who learned about the opportunity through JMU’s study-abroad program.

Mpofu says the opportunity gave her a chance to step outside of her comfort zone. “I wanted to experience something completely different from nursing,” Mpofu said. “I have always enjoyed working with people, being part of a team and helping create positive experiences for others, so sports and event management felt like a great way to develop those skills in a different environment.”

The experience also provided her with a new perspective on the skills she will carry into her future career in nursing. “I learned that even when things do not go exactly as planned, you have to stay focused, communicate with the people around you and be willing to adapt,” Mpofu said. “Those are skills that will be extremely important in nursing, especially when working with patients, families, nurses, doctors and other healthcare professionals.”

Holding the door for future opportunities

While the students’ World Cup experience has ended, Manjunath views it as the beginning of new opportunities, and she hopes students will have another chance to work on the international stage, possibly at the 2028 Summer Olympic Games in Los Angeles.

For Manjunath and Hong, that ambition is part of a larger vision for experiential education at JMU: giving students opportunities to step outside the classroom, test themselves in professional environments, and build the confidence and relationships that can shape their careers.

“An experience like the World Cup demonstrates that experiential learning can play a critical role in connecting what students learn in the classroom to the realities of the sport industry,” Hong said . “Ultimately, experiences like this help students become more confident, adaptable and professionally prepared, while developing the leadership skills they can carry with them well beyond their time at JMU.”