Entertainment and Events

FIFA 2026 Official World Cup Campaign #WeAre26 to be launched in bring the FIFA World Cup 2026™ brand to life

On 17 May 2023, the Official FIFA World Cup 2026TM (www.FIFA.com) Brand will be launched in Los Angeles, USA; the #WeAre26 campaign will be launched, revealing the faces and locations of the 16 Host Cities and inviting fans to get involved; FIFA will develop 16 bespoke Host City brands in an unprecedented initiative to unite fans across the continent.

The Official Brand of the 23rd FIFA World CupTM will be introduced to fans around the world on Wednesday, May 17, 2023, with FIFA and host countries Canada, Mexico, and the United States marking a critical milestone on the road to the biggest athletic event ever.The announcement will be made at 19:30 local time (04:30 CEST on 18 May) in Los Angeles, USA, one of the tournament’s 16 Host Cities, during a star-studded event featuring special guest performances live-streamed to the entire world on FIFA+ (https://apo-opa.info/3BkOp6O).

On 17 May, projections, events, and digital amplifications will take place in the other Host Cities in Canada, Mexico, and the United States, providing fans with another opportunity to participate in the Official Brand launch and begin counting down the days before kick-off.

FIFA, the 2026 host countries, and the event’s commercial partners unveiled #WeAre26, a campaign that will enable people, places, and communities to play an important role in establishing the FIFA World Cup 2026TM Official Brand. The campaign will feature photographs of people and locations that tell their own distinctive FIFA World Cup stories, as well as characters and experiences that await fans in 2026, and will invite everyone to be a part of #WeAre26.​

The event’s new insignia, typeface, and striking color palette are introduced in the Official Brand, three exciting aspects that will bring this tournament to life in the coming months and years. But it goes beyond that, as we provide several opportunities for local communities and our partners to tell their own stories. “Whether it’s a local football fan, a global superstar, or a famous location, the brand will highlight distinct aspects while also emphasizing the inclusive and diverse nature of the first FIFA World Cup with 48 teams,” said FIFA’s Chief Business Officer, Romy Gai.

FIFA’s unique endeavor to unite local fans and cultures across Canada, Mexico, and the United States will be complemented by 16 bespoke Host City brands. Each Host City brand represents its own worldrenowned culture and tradition, into which millions of international fans will be immersed when the games begin in 2026. The audience will be treated to a variety of activations in all 16 Host Cities on May 18, when the artworks will be revealed by the hosts themselves. Everyone taking part is asked to join the celebration by using the hashtags #FIFAWorldCup and #WeAre26.​

The FIFA World Cup 2026 will be the world’s largest single-sport tournament. Three host countries, 16 host cities, 48 teams, and 104 matches will bring an entire continent together to witness the ultimate football spectacle.The popular four-team group stage phase will be retained ahead of an extended knockout phase in which the 32 top teams in the world will compete for the game’s ultimate reward.

The FIFA World Cup 2026 will be the most inclusive and diverse athletic event ever, uniting the entire world on a massive stage and engaging millions of spectators across 16 stadiums and billions worldwide.

Fans and members of the media from all over the world are invited to watch the event live on FIFA+ (https://apo-opa.info/3BkOp6O).

Please contact the FIFA Media Team at media@fifa.org for general FIFA media inquiries. If necessary, the FIFA Media Team can additionally provide particular Host City media team connections.

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