As St. Louis prepares to welcome Olympic soccer for the first time in more than a century, some local Black leaders and business owners say the international spotlight could create new opportunities — particularly for Black-owned vendors already operating at Energizer Park.
Olympic competition will return to St. Louis in 2028, with soccer matches scheduled at Energizer Park during the LA28 Olympic and Paralympic Games.
Event organizers announced that the stadium — home of St. Louis City SC — will host preliminary and knockout-round matches in both the men’s and women’s Olympic soccer tournaments as part of a nationwide slate of venues beyond Los Angeles.
For some Black-owned businesses already connected to the stadium, the Olympic matches could extend that impact even further.
Rachel Burns, founder and owner of Bold Spoon Creamery, distributes her ice cream through grocery stores such as Schnucks and Straub’s and serves customers at Energizer Park.
“As a Black woman-owned business that has been a part of the fabric of Energizer Park since its inaugural season, Bold Spoon is honored to be part of this event as well,” Burns said. “Of course, the business impact extends far beyond any single business.”
Burns said major sporting events drive traffic to downtown businesses and give the city an opportunity to “intentionally direct global tourism toward the diverse corridor of entrepreneurs in the region.”
“The influx of international visitors provides a unique opportunity to circulate the ‘Olympic Dollar’ locally and build a lasting legacy,” she said. “The visibility gained during these matches will create a ‘halo effect’ for small businesses that remain in the community long after the final whistle.”
Community leaders also say Black vendors could benefit from the increased activity surrounding the Olympic matches.
Adolphus Pruitt, president of the NAACP St. Louis City Branch, said while broader economic advantages remain difficult to predict, Black-owned vendors are likely to see opportunities connected to major stadium events.
Officials from Energizer Park have said the venue is dedicated to featuring diverse local businesses, promoting St. Louis-based vendors through its #STLMade initiative.
Chef Gerard Craft, who oversees food programming at the stadium, has said the goal is to reflect both soccer culture and St. Louis culture.
The 2028 Olympics are scheduled to run from July 14 through July 30, though soccer matches typically begin before opening ceremonies because of the tournament format. Specific match dates and team assignments are expected to be announced ahead of the first major ticket release next year.
The games place St. Louis back in Olympic history. The city last hosted the Games in 1904, the first Summer Olympics held in the United States. City leaders say the return of Olympic events reflects the region’s long-standing soccer culture and its growing reputation as a host for major sporting competitions.
Mayor Cara Spencer said the games will highlight the city on a global stage.
“Sports brings us together and every four years, we pause and celebrate,” Spencer said, adding, “In 2028 our city will have a lot to celebrate.”
For St. Louis, the return of Olympic soccer marks a historic moment — and for local entrepreneurs already connected to the stadium, a chance to reach a global audience.
Sylvester Brown Jr. is the Deaconess Foundation Community Advocacy Fellow.