On Wednesday, 17 May 2023, the FIFA World Cup™ Trophy, a highly esteemed and internationally recognized sports symbol, was revealed as a prominent feature of the FIFA World Cup 26™ Official Brand.
This marks the first time in history that the actual trophy, alongside the year of the tournament, has been incorporated, creating an innovative design concept that forms the foundation of the FIFA World Cup™ emblem for 2026 and future editions. This unique approach allows for customization to reflect the distinctiveness of each host, while establishing a consistent brand structure for years to come.
In a momentous event held at the iconic Griffith Observatory in Los Angeles, USA, the Official Brand of the FIFA World Cup 26™ was unveiled. During the launch, an exciting campaign called "WE ARE 26" was introduced, aiming to involve people, places, and communities in the unveiling of the FIFA World Cup 26™ Official Brand. The campaign showcases portraits of individuals and locations that hold their own remarkable FIFA World Cup stories. It invites everyone to be part of the journey, capturing the diverse experiences and anticipation that await fans in 2026. With "WE ARE 26," everyone is empowered to contribute to the vibrant tapestry of this momentous event.
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“WE ARE 26 is a rallying cry,” said FIFA President Infantino. “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.’
“The tournament will enable each host country and participating team to write their own page in the history books of FIFA World Cups, and this unique brand is a major step on that road to 2026.
“In just a few hours, the 16 amazing Host Cities will make all of this even more colourful and exciting as they launch the individual brands developed by FIFA. 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 LA 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.”
