See FIFA's logo for 2026 World Cup

FIFA will use a versatile logo for the 2026 World Cup, as it prepares for what officials are calling the biggest sporting event in history. The 48-nation soccer tournament will be held across 16 cities in the U.S., Canada and Mexico beginning June 11, 2026. The unveiling of its logo—which occurred at an event in Los Angeles Wednesday night—represents the beginning of a countdown for the event, expected to be a big opportunity for advertisers. Fox and Telemundo have U.S. broadcast rights. The logo utilizes the iconic shape of the World Cup trophy, overlaid with a bold and stylish “26.” It was created so that its elements could provide unique logos and designs for each of the 16 cities hosting games, and when determined, all of the 48 national teams participating. To do so, designers divided the “26” into 16 shapes, and reassembled them to highlight waterfalls near Kansas City, Missouri, pyramids in Mexico City and the Toronto skyline, for example. Host cities will reveal localized versions of the logos today. Check out the latest Ad Age events and award programs “Looking to the mission at hand in creating the brand for 2026, we knew we had to create something different; something that matches the scale and size of the event,” Romy Gai, FIFA’s chief business officer, said in emailed remarks. “With three countries, 16 host cities and 48 teams, it will be the largest sporting event in history. We wanted something that generates excitement in the communities and host countries, and of course fans across the world that matches the magnitude of this event.” The 2026 World Cup with be the first with 48 teams, and the first with three nations hosting games. Previous events have had 32 teams. The dynamic nature of the logo resembles the approach taken by organizers of the Los Angeles 2028 Olympic Games, who in 2020 unveiled a constantly morphing emblem that seeks to reflect the creativity and diversity of the city. Read more: L.A. 2028 unveils dynamic Olympics logo FIFA led the design with help from several agencies the organization declined to name. Designers worked off a brief that asked for a game-changing brand that could bring the world together. A design strategy aimed to make the mark simple, memorable and inclusive, playing off the #WeAre26 hashtag that organizers are using to drum up excitement for the event. And now a new generation of eyeballs will be seared with the 2026 #FIFAWorldCup logo...in the best way. Many years from now they too will be immediately drawn back to a time and place that moved them. It's the circle of World Cup life. #WeAre26 https://t.co/wNBZd7ZxPD— Alexi Lalas (@AlexiLalas) May 17, 2023 “The FIFA World Cup 2026 is going to be game-changing,” Gai said. “So, we wanted to create a game-changing brand. With an identity that is more inclusive, that captures the unique identities of each host city, and one with which people can proudly display and wear.” Wednesday night's logo unveiling was part of an hour-long event called #WeAre26 that aired on FS1 and Universo. Ad Age Breakout Brand Leaders New award honors the people behind emerging brands Enter here

See FIFA's logo for 2026 World Cup

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