FIFA warms up World Cup 2026 brand launch with #WeAre26 fan engagement campaign

May 12 – Ahead of the World Cup 2026 brand reveal in Los Angeles next week, FIFA has launched a campaign titled #WeAre26 to raise the profile of the event and host cities in Canada, Mexico and the USA.

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

The unveiling of the 2026 brand will take place at a star-studded show in LA with special guest performances and live-streamed worldwide. Projections, events and digital amplifications will tale place across the other host cities.

“The Official Brand introduces fans to the tournament’s new emblem, typeface and striking colour palette, three exciting elements that will bring this tournament to life in the coming months and years. But it also goes beyond that, as we open countless opportunities to local communities and our partners to integrate their own story. A local football fan, a global superstar or a famous location, the brand will spotlight distinctive aspects and highlight the inclusive and diverse aspect of the first FIFA World Cup featuring 48 teams,” said FIFA’s Chief Business Officer, Romy Gai.

The Official Brand will be accompanied by 16 bespoke Host City brands. Each Host City brand reflects its own culture and heritage. All 16 Host Cities will be treated to a range of activations on May 18, when the artworks will be presented by the hosts.

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