On Wednesday 17 May, the FIFA World Cup trophy, the most recognized and coveted sporting value on the planet, became the official brand protagonist of the 2026 edition. For the first time in history, an image of the trophy is displayed. As well as the year the competition was hosted in an innovative design that will anchor the emblem of the FIFA World Cup in 2026 and beyond. The image along with the trophy and year allows the brand to adapt to reflect the unique character of each venue while creating a recognizable structure today and into the future.
The official brand of the 2026 FIFA World Cup was unveiled at an event in Los Angeles (USA), attended by representatives of FIFA and the host nations, Canada, USA and Mexico, as well as football legends and special guests. The first step on the exciting road that leads to the greatest sporting event in history. Attendees at the iconic Griffith Observatory have witnessed a historic sporting event: the presentation of the emblem by FIFA President Gianni Infantino and Ronaldo, a two-time FIFA World Cup champion with Brazil.
The event also served to publicize the SOMOS 26 campaign, which encourages individuals, municipalities and communities to actively participate in the presentation of the official brand of the FIFA World Cup. The campaign includes photographs and images of important venues from this World Cup, what awaits fans in 2026 and invites the world to be a part of it.
FIFA President Gianni Infantino declared, “We are 26” is the slogan. “This is the moment when three countries and an entire continent declare in unison: We unite in one voice to welcome the planet and host the biggest, most spectacular and inclusive FIFA World Cup ever. The competition will give host countries and participating teams the chance to create history.In this sense, it represents an important step on the way to the unique Brand 2026.
“Within a few hours, 16 spectacular venues will bring even more color and excitement with the presentation of the different brands created by FIFA,” said the FIFA President. “Exclusive to each city, these Hallmarks capture great places and people that will provide fans with an experience like no other in 2026. As we celebrate the unveiling tonight in Los Angeles, a The whole continent is celebrating that the whole world will meet in North America.” Three years for the greatest show on the planet.
The visitors took part in a round of questions led by Alexi Lalas, a sports commentator for Fox Sports and a player in the 1994 FIFA World Cup held in the United States, and Ana Jurka, a journalist from Telemundo, with invaluable company. Four of the FIFA Legends from the host nations: Carli Lloyd, Craig Forrest and Jorge Campos. Finally, a drone show over the Hollywood Hills ended the evening.
The celebration was broadcast live on FIFAWorldCup.com, so fans around the world could attend the brand’s presentation and get excited about the arrival of the competition.
“The 2026 FIFA World Cup will be a great celebration of football and will take this beautiful sport to the top of the CONCACAF zone and around the world,” said Victor Montagliani, FIFA Vice President of CONCACAF. The tournament, which will feature 104 games in 16 cities across Canada, Mexico and the United States, provides an excellent opportunity to interact with more people and attract new soccer fans. The launch of this innovative brand and inclusive campaign “We Re 26” represents a significant step towards this incredible edition. It will be a pleasure to continue working with the host cities, the FIFA team and key stakeholders to organize the largest, most inclusive and most diverse World Cup in history.”
To follow the launch of the 16 host cities across Canada, Mexico and the United States on Thursday 18 May, visit FIFAWorldCup.com. Fans watching the presentation on social media are encouraged to use the hashtags #FIFAWorldCup and #WeAre26, and share their excitement for the competition.
The next edition of the FIFA World Cup will take place in June and July 2026, with the crowning event taking place on Sunday, 19 July 2026. A group stage of four teams will continue before an expanded knockout stage involving the 32 best national teams in the world. The king of the game will fight for the highest prize. CONMEBOL will be the first confederation to start en route to 2026, as defending champions Argentina and other South American teams will begin their qualifying phase in September 2023.
