‘We Are 26’: FIFA Rebrand, Marketing For Men’s World Cup U.S., Mexico, Canada
Thursday, May 18, 2023 at 11:45PM By Barry Janoff
May 18, 2023: Giving itself a three-year-plus window to build marketing, media and fan support for the event, FIFA has unveiled the official brand and marketing — “We Are 26” — and other activation for the 2026 Men’s World Cup, to be hosted by the U.S., Canada and Mexico.
The 23rd edition of the FIFA World Cup is scheduled to begin Sunday, May 31, 2026 and conclude with the World Cup final on Sunday, July 19, 2026.
“‘We Are 26’ is a rallying cry,” FIFA president Gianni Infantino said during the launch event, held at the Los Angeles Griffith Observatory Wednesday night (May 17).
“It’s a moment when three countries and an entire continent collectively say: We are united as one to welcome the world and deliver the biggest, best and most inclusive FIFA World Cup ever.”
Today, the 16 Host Cities each unveiled their individual brands developed by FIFA for the expanded 48-team FIFA World Cup. Each city will have activation and marketing under its individual tag, such as “We Are Dallas 26” and “We Are Atlanta 26.”
According to Infantino, “These unique city identities embody the fun and fantastic people and places that will offer fans an experience like no other in 2026.
“While we celebrate here in L.A. together tonight, an entire continent celebrates that the whole world will unite in North America for the greatest show on Earth in just three years’ time.”
The 2026 Men’s World Cup will encompass 16 cities across the U.S., Mexico and Canada hosting 104 matches.
Cities in the U.S. are Atlanta, Boston, Dallas, Houston, Kansas City (MO), Los Angeles, Miami, New York, Philadelphia, San Francisco and Seattle.
In Mexico, games will be in Monterrey, Guadalajara and Mexico City.
Vancouver and Toronto will host matches in Canada.
The host city for the ’26 World Cup final has not yet been named, but is expected to be selected by FIFA from among New York/New Jersey (MetLife Stadium), Dallas (AT&T Stadium) and Los Angeles (SoFi Stadium).
“We don't know yet where the final of this World Cup will be played,” said Infantino. “This is still up for grabs, so to say. So please send us your offers and make sure that we beef up the proposals.”
The 2026 World Cup was awarded to North America on June 13, 2018.
The unveiling in New York/New Jersey today was led by New York City mayor Eric Adams and New Jersey Gov. Phil Murphy.
'The biggest stage on the globe, there's no place like New York/New Jersey, we're going to bring the World Cup here,' Adams said during the event in Times Square.
“With over 200 languages and dialects spoken here and every one of the 48 countries that will qualify for the World Cup represented right here in the five boroughs, our city and region represent the diversity of the world's sport.
'Eight games I believe we're going to have. We need to have the final here.”
In Kansas City, the Kansas City Sports Commission unveiled the formation of KC2026, a nonprofit group that will “oversee strategy and deliver host city duties” for the 2026 World Cup.
“The FIFA World Cup 2026 will bring jobs to our residents, generate hundreds of millions of dollars for our region, and will illustrate on a global stage what we’ve known for some time: Kansas City is the soccer capital of America,” Kansas City mayor Quinton Lucas said during a media event in GEHA Field at Arrowhead Stadium, home of the defending Super Bowl Chiefs.
Gillette Stadium, home for the New England Patriots, will host matches, and the Boston Soccer 2026 overseeing group today unveiled “We Are Boston” as the marketing mantra during an event that included Patriots majority owner Robert Kraft and Massachusetts Gov. Maura Healey.
This is an incredible opportunity to welcome thousands of athletes and fans to our great state and introduce them to our amazing restaurants, hotels, and entertainment venues, including of course Gillette Stadium,” said Healey.
At AT&T headquarters in Dallas, Jerry Jones, Dallas Cowboys owner, president and GM, said during the unveiling event, “Our region is used to doing things big and I can’t tell you how excited we are to begin the journey to the largest FIFA World Cup 26.
“We are ready to invite the world to experience the home of the Dallas Cowboys where big energy will fuel the beautiful game.”
"To have this brand, to be able to use this now as our framework for how we go to market about promoting Philadelphia and this tournament here is really exciting," Meg Kane, host city executive for Philadelphia Soccer 2026, said today during its brand unveiling event. "Our colors are bright, bold, vibrant and definitely make their presence known just like Philly you can't miss them."
“The official brand introduces fans to the tournament’s new emblem, typeface and striking color palette, three exciting elements that will bring this tournament to life in the coming months and years,” Romy Gai, FIFA’s chief business officer, said via the organization.
“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.”
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