May 18, 2023


LOS ANGELES (May 18, 2023) — Building on the successful FIFA World Cup 26™ Official Brand launch last night, which featured legends of the game, special guests, and a drone show at the iconic Griffith Observatory, the Los Angeles World Cup Host Committee is proud to unveil the Official Host City Brand today with a signature video as part of the WE ARE 26 global campaign. The brand system introduces the world to the tournament’s new emblem, typeface, and more with the distinct flavors of Los Angeles. The WE ARE 26 campaign has been designed to empower individuals, communities, and cities to play integral roles in the manifestation of the FIFA World Cup 26™ brand.

The video released in conjunction with the entire Los Angeles brand provides a visual journey across the cityscape and the many soccer fans who embody the spirit of the beautiful game. A deeper look into the brand system can be found on where the bold marks and vibrant colors are on full display. All those interested can follow along @losangelesfwc26 to experience the brand in living motion as the host committee travels down the road towards FIFA World Cup 26™.

“Today’s launch is the culmination of an exciting collaboration between FIFA and the 16 Host Cities,” said Colin Smith, COO World Cup, FIFA. “Months ago, we embarked on a creative journey together to ensure that the colours, cultures, people, and places synonymous with each city were ingrained in every element of the city brand identities. We’re all thrilled to be able to reveal this unique artwork to the world along with our country and city partners and can’t wait to see them applied to channels and locations intended to excite and welcome fans for 26.”

With three Host Countries, 16 Host Cities, and 48 teams, the FIFA World Cup 26™ is set to become the biggest single-sport event of all time and FIFA has developed an Official Brand to match. Given the immense stature of this tournament, FIFA held the Official Brand launch event at one of Los Angeles’ most renowned landmarks—the Griffith Observatory. The central aim of the Official Brand is to support the FIFA World Cup 26™ in becoming the most inclusive and diverse sporting event in history as the tournament is expanded from 32 to 48 teams. That ethos is also translated into the bespoke Host City editions to authentically represent the culture within each.

Full Press Release in English

Full Press Release in Spanish

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