photo by: Shawn Valverde/Special to the Journal-World

Attendees fill the Algerian flag earthwork by Stan Herd at the Lied Center on Friday, June 26, 2026.

Lawrence and Algeria’s unique connection has become one of the runaway stories of the 2026 FIFA World Cup, with social media, especially TikTok, being a huge driver of the connection.

Krys O’Brien, the director of communications with the Lawrence Chamber of Commerce, has played a key role in documenting some of the incredible moments happening right in front of her eyes. Although she said she posted videos and other content on Facebook and Instagram, it was through TikTok where she first saw the extra traction of additional followers from Algeria.

O’Brien said once Lawrence was announced as the Algerian team’s base camp in February, the chamber’s TikTok account “started getting a ton of followers from Algeria,” so she started sharing more videos there. Those videos showcased the support from Lawrence residents and captured moments of the Algerian team in the city, like the open practice on June 11 when “Les Fennecs” first arrived.

The crescendo of comments and responses grew as the tournament went on. O’Brien said the moment she realized this was becoming a “huge story” was the day before Algeria’s opening match against Argentina. A video that O’Brien posted from the event of Big Jay interacting with some Algerian children went “stupid viral,” with messages thanking Lawrence for being “warm and welcoming.” That was when it sunk in with her on how grateful the fans were for the hospitality.

“I went, ‘OK, there is something bigger to this than soccer,'” O’Brien said.

With more rallies, Algerian flags taking over Massachusetts street and electric watch parties, O’Brien said she has been hard at work getting content and sharing videos of all the action. Over the two weeks of the tournament, O’Brien said the Chamber has gotten 8 million views on its social media platforms, and the bond between Algeria and Lawrence has gotten international attention.

O’Brien said she advises businesses to be engaging and respond to people’s comments on social media, but “there is no way to keep up” with the responses she has gotten. One video from Saturday’s watch party has gotten over 200,000 views on TikTok, and the comment section was filled with well-wishes from Algeria, even inviting people in Lawrence to visit. Being able to share these moments has helped highlight the “amazing” connection.

“It has captured a love story we just didn’t see coming,” O’Brien said. “It’s taken the world by storm.”

Algeria’s World Cup journey brings them next to Canada on Thursday night with a match against Switzerland in Vancouver. There is a chance that if Algeria continues to win, they can return for a quarterfinal match in Kansas City on July 11. O’Brien said she hopes that the magic run can continue, but there has already been such a great impact in the connection of Algeria and Lawrence.

During watch parties, O’Brien found it cool to see Lawrence children reacting to the match like “diehard Algerian fans,” and there are discussions between Lawrence and Algerian officials about finding more ways to deepen the bond. O’Brien said she has felt fortunate to capture these moments around the World Cup that have lifted the community and brought more people together.

“It (is) so much more than just the tournament at that point, it is hope,” O’Brien said. “This is so much more than a game.”