Matthew McConaughey and turf developed by the University of Tennessee at Knoxville are the stars of a new Fox Sports promotional ad driving views to 2026 FIFA World Cup coverage.
McConaughey is the narrator of a new video that aired before the first match of the tournament: Mexico vs. South Africa in Mexico City on June 11. The video showcases the turfgrass as it was developed by UT, grown in North America, and transported and installed in 16 stadiums hosting World Cup matches. The video shows crews installing the sod intertwined with archival footage of past World Cups.
The ad’s theme? Common ground.
FIFA brought in UT and its expertise to lead turfgrass research and development to ensure soccer pitches are consistent across North American stadiums hosting the world’s most elite soccer tournament, from open-air to domed facilities in warm climates and cold ones.
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How to watch 2026 FIFA World Cup
UT has been working with grow lights to replicate the environment of each unique stadium, a vital part of ensuring turf in the five domed stadiums matches the quality of the outdoor soccer pitches receiving direct sunlight. UT focused its research on warm-season grasses like Bermuda, which will be used in World Cup stadiums in warmer climates. The domed stadiums and outdoor pitches in cooler climates will implement cool-season grasses — a mix of Kentucky bluegrass and perennial ryegrass — researched by UT’s partner Michigan State University.
You can even see the grow lights in the video!
In the Fox Sports video, you can see the sod growing on farms – using an innovative plastic base – before sections of sod are cut and transported to stadiums. About 30 trucks packed with sod for each field.
Keenan Thomas is the higher education reporter for Knox News. Email: [email protected].
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