New Delhi, June 8 -- When the World Cup kicks off on June 11th, Guadalajara is eager to show visitors more than tequila, mariachi and tortas ahogadas, a spicy sandwich for which the city is known. The capital of Jalisco-state motto: "Jalisco is Mexico"-it is also a hub for technology, innovation and foreign investment. "We know Guadalajara is currently in the world's spotlight," says Monserrat Hidalgo, head of the local organising committee for the competition.

The tournament will be the most-watched sporting event ever, with 104 matches spread across 16 cities in three countries. The United States will host 78 matches, with only 13 each in Canada and Mexico. Mexico, which will host matches in Monterrey and Mexico City, as well as Guadal...