With just over three years to go, the countdown to the world’s biggest soccer tournament officially began on Wednesday night with the reveal of the visual identity of the 2026 World Cup in North America.
FIFA, along with broadcasters Fox Sports and Telemundo Deportes, unveiled the 2026 World Cup logo on Wednesday, May 17 during a brand launch event at the Griffith Observatory in Los Angeles, one of 16 cities in Canada, the United States and Mexico. It will host matches during the tournament.
The logo features the large numbers “2” and “6” stacked on top of each other, with the FIFA World Cup™ and the FIFA wordmark on top. It primarily appears with white numbers on a black background, but can be adapted to a wide range of background colours.
” [This tournament] “It will shake these three countries,” FIFA President Gianni Infantino said at the opening ceremony.
Along with the main logo, each host city will have its own bespoke branding that “embodies its world-famous culture and heritage that will be immersed in millions of international fans when it launches in 2026,” according to FIFA. Each of the 16 host cities will host their own event on Thursday, May 18, revealing their unique local mantra to the residents of that city.
For the first time in history, the tournament trophy and the year of hosting are depicted, forming an innovative design language that underpins the FIFA World Cup logo for 2026 and beyond. The trophy and Image of the Year allow for customization to reflect the uniqueness of each host, while creating a brand structure that will be recognizable for years to come.
“The official branding introduces fans to the tournament’s new crest, stunning font and color scheme, three exciting elements that will bring this tournament to life in the months and years to come,” said Romy Guy, FIFA Commercial Director. But it also goes beyond that, as we open up countless opportunities for local communities and our partners to incorporate their own stories. A local football fan, international star or popular website, the brand will highlight the distinctive aspects and emphasize the inclusive and diverse aspect of the 48-team FIFA World Cup.
With an expanded 48-team stadium, a new 32-team knockout stage, and 104 matches in total, FIFA expects the 2026 World Cup to be “the biggest sporting event ever.” It will start in June 2026 and end with the final game on July 19, 2026 and will likely take place at MetLife Stadium in East Rutherford, New Jersey.
The 2026 tournament will be the third time that North America will host the World Cup. Mexico hosted the tournament in 1970 and 1986, while the United States hosted it in 1994.