FIFA prepares to launch its brand for the 2026 World Cup with the #WeAre26 fan engagement campaign

May 12 – Ahead of the branding of the 2026 World Cup in Los Angeles next week, FIFA has launched a campaign called #WeAre26 to raise awareness of the event and host cities in Canada, Mexico and the United States.

“The campaign will capture portraits of faces and places that tell their own unique FIFA World Cup stories, showcasing the individuals and experiences that await fans in 2026 and inviting everyone to make part of #WeAre26," FIFA said.

The 2026 brand unveiling will take place at a star-studded show in Los Angeles with special guest performances and broadcast live around the world. Screenings, events and digital amplifications will take place in the other host cities.

“Official Branding introduces fans to the new tournament emblem, font and striking color scheme, three exciting elements that will bring this tournament to life in the months and years to come. Beyond that, as we open up countless opportunities for local communities and our partners to embed their own story.A local football fan, a global superstar or a famous place, the brand will shine a light on distinctive aspects and highlight the aspect inclusive and diverse of the first FIFA World Cup with 48 teams,” said Romy Gai, FIFA Chief Business Officer.

The official brand will be accompanied by 16 bespoke host city brands. Each host city brand reflects its own culture and heritage. The 16 host cities will be treated to a series of activations on May 18, when the works will be presented by the hosts.

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