Brokers, Developers Use World Cup To Pitch Foreign Buyers. Here’s Where They’re Coming From
Brokers and developers across South Florida are using the excitement surrounding the FIFA World Cup 2026 to attract international buyers, particularly from Latin America, at a time when the residential real estate market is beginning to slow.
Daniel Ickowicz, head of Aventura-based Elite International Realty, recently represented a Brazilian buyer in the purchase of a unit at Domus Brickell Park, a short-term rental-friendly condo project developed by North Development, led by Ricardo Dunin’s Oak Capital and Juan Carlos Tassara’s Edifica. The deal was boosted by special incentives, including World Cup tickets offered by the developer and airline miles through the brokerage’s partnership with Latam Airlines.
While the World Cup itself is not creating a surge in investment, brokers say it is helping showcase Miami to international buyers. Similar to major events like Art Basel, Formula 1, and the Miami Open, the tournament is expected to bring affluent visitors to the city. Miami will host seven FIFA World Cup 2026 matches at Hard Rock Stadium.
“Did he buy just because of the World Cup? No. Did it accelerate his decision? Yes,” Ickowicz said. “Many foreign buyers are interested in short-term rental properties that can help offset ownership costs.”
Elite International Realty has expanded its outreach in Brazil beyond major cities into secondary and tertiary markets, where interest in U.S. investments continues to grow. Ickowicz said many prospective buyers are seeking guidance on how to legally move money into the U.S.
Fernando de Núñez y Lugones, CEO and partner of Vertical Developments, said the weaker U.S. dollar has also increased international demand. Buyers from Brazil, Colombia, Argentina, and Mexico remain especially active in Miami’s condo market.
Edgardo Defortuna of Fortune International Group said Latin American demand remains strong alongside domestic interest. His firm is hosting World Cup watch parties at sales centers to engage foreign buyers visiting Miami during the tournament.
“Between games, three or four days go by, so they have a lot of time on their hands and aren’t going back to their home country,” Defortuna said.
A report released late last year found that foreign buyers accounted for more than half of new development condo sales across 66 South Florida projects between January 2024 and October 2025. Latin American buyers represented 86 percent of foreign purchasers, with Colombia, Mexico, Argentina, and Brazil leading the list.
Interest is also growing from Europe. Brokers and developers report increased activity from buyers in the United Kingdom, Spain, and Germany.
At Surf Row, a 24-unit luxury condo development in Surfside, several buyers from London — including three from the upscale Mayfair neighborhood — have purchased units, according to Daniel de la Vega, president and CEO of One Sotheby’s International Realty. The project, developed by LD&D and One Capital, is nearly 50 percent presold, with pricing averaging $2,000 per square foot.
Other developments attracting London-based buyers include Mast Capital’s Perigon in Miami Beach and Cipriani Residences Miami in Brickell.
Mike Martirena of the Ivan & Mike Team at Compass said the World Cup is “one thousand percent” helping generate deals. He added that interest in Miami has remained elevated since Formula 1’s Miami Grand Prix in May.
“I have clients from the U.K., Madrid and Germany,” Martirena said. “They’re using that reason to come to Miami in the summertime because they think it’s slower.”
Source: The Real Deal
