The Puyallup Tribe of Indians is leveraging its partnership with the World Cup to introduce its language, history, and culture to a global audience. The tribe became the first Indigenous group to partner with a World Cup host city after announcing the agreement in 2023, according to organizers.
First Nations in Canada have also announced similar partnerships with Vancouver, including the Musqueam Indian Band, Squamish Nation, and Tsleil-Waututh Nation.
As part of the collaboration, fans have been invited to the Puyallup reservation, located south of Seattle, to witness traditional cultural gatherings featuring dancing and singing. These events historically marked visits between coastal tribes traveling by canoe. A powwow dance showcased colorful regalia celebrating broader Native American culture, and the Puyallup Tribe also hosted World Cup watch parties.
"It means a lot for us to share who we are to the world," said Connie McCloud, a tribal elder and heritage division manager. "People learn about Native people from movies and TVs," she added, but noted that this often does not represent people from the Puyallup Tribe accurately.
During a recent Stick-Games Tournament on the reservation, hundreds competed for cash prizes. This Indigenous game of guessing, strategy, and spirituality is rooted in the Puyallup creation story that determined whether humans or animals would rule. Yangbin Wu, a Seattle resident who participated, described the experience as "pretty cool, with the music and the chanting, it’s like a full sensory experience."
In June, the Puyallup Tribe held a World Cup parade. Tribal Chairman Bill Sterud participated in the coin toss at the first match played in Seattle, which ended in a 1-1 draw between Belgium and Egypt. Land acknowledgments broadcast on screens informed fans that games were being played on the shared ancestral lands of the many tribes of the Puget Sound Villages. Tribal members also engaged fans at the stadium, teaching them about wood carving and weaving.
A World Cup app featuring games and challenges awards points for visiting the tribe and other locations, incorporating the Puyallup language, Lushootseed. One feature encourages fans to repeat "yəhaw," meaning "let's go, let's proceed," according to Amy McFarland, the tribe’s project director for the World Cup.
The Puyallup Tribe, with approximately 5,000 members, has become a significant employer in Pierce County, operating businesses such as the Emerald Queen Casino. The tribe was also instrumental in a landmark 1974 case that affirmed the treaty rights of Northwest tribes to harvest fish.
"We’re not surviving, we are thriving," McFarland said.
The tribe's connection to the World Cup originated from a long-standing partnership with Major League Soccer's Seattle Sounders. Peter Tomozawa, the team's former president of business operations, later became the CEO of Seattle World Cup 2026 and initiated discussions with the tribe about collaborating for the event.
Leo Flor, chief legacy officer at Seattle’s Local Organizing Committee for FIFA World Cup 2026, highlighted the importance of inclusivity during the event. "I think our region has answered that in a really important way," he said, referring to the inclusion of Indigenous groups.
While the Puyallup Tribe is a sponsor for the World Cup in Seattle, financial contributions were not disclosed by either the tribe or Flor. Tribal Chairman Sterud expressed optimism about potential economic opportunities stemming from the increased visibility, noting the reservation's location on the Port of Tacoma. "Going into possibly international trade is what we’ve been geared up for," he said.
Visitors like Josiah Devine Johnson discovered the tribe's World Cup events through advertisements and sought to understand the intricacies of the stick games. "I think that’s incredible, to have their own sport, to be showing that off in combination with what’s going on with the World Cup," Devine Johnson said. "I see soccer on TV, but you don’t see this. It felt like something I couldn’t miss."
Puyallup Tribal Council member Amber Hayward mentioned that while the game is being shared with the outside world, its spiritual aspects will not be displayed. Other tribes also have variations of the game, which are used for settling disputes and are more commonly played for recreation today.
The stick games continued into Sunday, with participants traveling from Canada, Montana, and Utah. Booths outside the gaming tents offered items like beaded earrings and tribal sweatshirts, while children enjoyed bouncy houses and a soccer field.
This story was published through the Global Indigenous Reporting Network at The Associated Press.