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Matt Mahan suffered a disappointing finish in California’s gubernatorial primary last month, but the World Cup has offered the mayor of Silicon Valley’s largest city the chance of an immediate remontada.
His home San Jose, riding a sports tourism surge, stands to gain more economically today as the U.S. national team opens knockout play in Santa Clara. Mahan told Blue Light News on Friday that he had not yet attended a match in the bordering city, but had been soaking in the action at watch parties in San Jose, where attendees have been so numerous they’ve begun watching from the tops of nearby parking garages to get a better view.
A FIFA official watch party in downtown San Jose’s San Pedro Square is streaming all 104 games and has hosted more than 300,000 fans, by the city’s count.
“It’s been just an incredible experience,” Mahan said. “We’re on track to double, if not triple, the amount of attendance we expected.”
A shooting a block from the venue Sunday evening was a reminder of the security challenges posed by such large gatherings, but city officials said the deadly incident wasn’t connected to the event and didn’t occur while matches were being streamed. Watch parties resumed on Monday and are set to carry on through the tournament — with an additional screen to spread out the crowds.
The U.S. match against Bosnia and Herzegovina today will be the last of six tournament games played in the South Bay, capping a banner sports year in which the region hosted the Super Bowl and NCAA March Madness games. San Jose officials tweaked their plans for the lineup’s longest and only international competition based on how the other events went, adding TVs to watch parties and looking for ways to limit congestion, Mahan said.
“One of the things we learned during the NFL Super Bowl experience was that it got fairly congested in the middle of the action, and we want to spread people out a little bit more, and so we’ve, we’ve got multiple screens up there, very large screens, so there’s no reason to crowd up front,” Mahan said.
Local governments coordinated to plan for the string of high-profile events, and San Jose hired dedicated staff to prepare for them. The planning, overseen by former Olympic short track speed skater Tommy O’Hare, took two years, while the city became involved in seeking the U.S., Mexico and Canada’s joint bid to host the World Cup over a decade ago.
The city embarked on a marketing campaign to attract visitors to San Jose Mineta International Airport — a lesser-known hub than SFO but one just minutes driving from Levi’s Stadium. Mahan opted not to name names over security concerns, but he said “a ton” of foreign dignitaries have landed at SJC during the tournament.
Representatives from China, South Korea and a half-dozen other countries were set to attend an overlapping summit in San Jose on international innovation and investment this week, mingling with expected attendees from Bay Area tech giants including NVIDIA and Apple.
But the mayor — a Democrat who finished sixth in the state’s jungle primary for governor in June — said the focus during the tournament has been less on fostering international relationships than on the fan experience.
“Our North Star has been, you know, whether you can afford a ticket to the big game, we want you to be able to have a fun, accessible, and memorable World Cup experience in downtown San Jose,” Mahan said. “I think we’ve proven that we’re offering that.”
When Bosnian refugees started arriving in Utica, New York, in the mid-1990s, it was a down-on-its-heels Rust Belt city that had seen its population crater by roughly a third from a mid-century peak of just over 100,000 residents.
“I thought I came to another war zone when I came here,” said Hanka Grabovica, who arrived in the Mohawk Valley city in 2001 when she was 16 years old, citing the prevalence of boarded-up buildings and garbage on the streets. “Utica was pretty bad back then.”
Grabovica, now president of the Bosnian American Community Association, was part of a wave of refugees who settled in Utica after fleeing the brutal war in their native country — and its messy aftermath — that followed the breakup of Yugoslavia. Exact figures are tough to pin down, but it’s believed that about 6,000 Bosnians now live in Utica — or nearly 10 percent of the total population.
The epicenter of Bosnian American culture will never be as conflicted as tonight, when Bosnia and Herzegovina faces the United States in a Round of 32 match. It’s just the second time that Bosnia has qualified for the tournament since it became an independent country in 1992.
This will be the first time Bosnia has advanced to the knockout rounds, heightening the delirium among Bosnians from Sarajevo to St. Louis (the largest enclave of Bosnians in the U.S.) to Utica ahead of tonight’s kickoff.
“Seeing this national team progress to the World Cup is definitely something amazing,” said Sandro Sehic, secretary of the Bosnian American Community Association of Utica, noting that many ethnic Serbians and Croatians who live in the country still refuse to play for the national team owing to lingering tensions from the war. “Bosnia is still struggling politically, socially. There are still so many problems that are still affecting the country.”
The arrival of the Bosnians in Utica has been followed by waves of other immigrants — most notably a large influx of Karen refugees originally from Burma — that have helped revitalize the city. East Utica, once primarily an enclave of Italian Americans, has become a center of the Bosnian community. Last November, a traditional Bosnian fountain called a sebilj — modeled after a famous fountain in Sarajevo — was unveiled in the neighborhood as a symbol of their importance to the city.
“We were very, very fortunate that the Bosnians have claimed this as their home because they reconstructed some parts of our city,” said Rob Palmieri, who served as Utica’s mayor from 2012 to 2024. “It has been a wonderful blend bringing the city back to vibrancy.”
The current mayor, Mike Galime, points to Two Brothers Cafe & Pizzeria as emblematic of the entrepreneurial spirit Bosnians have brought to the city. The restaurant serves up pizza slices (of course), but also Bosnian specialties like burek (meat pies) and cevapi (grilled sausages).
“It’s like a perfect, perfect example of that melting pot,” Galime said.
There will be many viewers with divided allegiances at tonight’s watch party sponsored by the Bosnian American Community Association at the Utica Club Lounge.
“We are proud Americans, but we are also proud Bosnians and tonight we celebrate both,” said Grabovica, the assocation’s president. “The U.S. is our home, but Bosnia is our heritage — and soccer brings us together.”
Even though only two of its remnant nations, Bosnia and Herzegovina and Croatia, are still competing in the World Cup, the former Yugoslavia continues to punch well above its weight in global soccer. Though the region accounts for barely 0.2 percent of the world’s population, players with roots from there make up 7.5 percent of those who reached the round of 32, including former U.S. captain Christian Pulisic, who is of Croatian descent.
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