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Fortune
Fortune
Nick Lichtenberg

The World Cup is just now discovering Middle America's big heart. These Irish bingo kingpins built a $24 million business knowing it all along

loco (Credit: courtesy of Locomotive)

A German tourist named Maximilian Kirch flew into Dallas for the World Cup this summer, bought himself a cowboy hat, and ate barbecue. “Of course I’m wanting to experience more of ​it,” he told Reuters. A Swiss fan from Zurich posted on Reddit: “Something new for me is ​how friendly and outgoing everyone is.”

Will Meara knows the feeling. He’s been having it for two-and-a-half years.

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