The World Cup is fast approaching, and Waymo has been expanding its service in new cities while also growing its service areas in existing cities in anticipation of the biggest sporting event in the world. “The world’s largest 24/7 autonomous ride-hailing service just got bigger,” as the company wrote a few days ago. “Starting today, we’re growing our footprint in Miami, with expansions across Austin, Atlanta, Houston, and the San Francisco Bay Area following close behind. Over the next few weeks, Waymo will cover over 1,400 square miles across 11 cities—continuing to set the global benchmark for autonomous mobility at scale.” With the coming World Cup, Waymo is prepping to reach more people than ever and shatter its user count. What a great opportunity to get people all across the world interested in your services! Naturally, like almost every consumer-facing company in the United States, it is leaning into that opportunity. “This growth helps us be ‘match-ready’ as several of the cities we serve prepare for the FIFA World Cup. Waymo will be available in six U.S. host cities, providing residents and millions of international fans with a safe, seamless way to navigate the festivities. Whether you’re heading to the pitch for kickoff in Miami, a watch party in Los Angeles, or exploring all these cities have to offer, we’re making sure every ride feels like a win.” The company does also make a point to say that its service is for the people who live in these cities, and it will last long after the 2026 World Cup is over. “But our expansion isn’t just about the big games; it’s about the people who live here long after the final whistle. By expanding our service areas, we can reach more people for daily errands, late night trips, and special events—building community by connecting neighbors and supporting local businesses.” That is what it’s mostly about, right? I am super curious to see how the World Cup visitors do interact with Waymo robotaxis in the coming couple of months. But I’m much more interested in seeing how much and how well Waymo expands for normal service in cities across the country in the coming year.