About
The 2026 FIFA World Cup, marketed as FIFA World Cup 26™, will be the 23rd FIFA World Cup, the quadrennial international men's soccer championship. It will be jointly hosted across 16 cities in three North American countries; the main host being the United States, while Canada and Mexico will be auxiliary hosts – the first tournament to be hosted by three nations.

Challenge
Deliver an integrated strategy and masterplan to drive fan acquisition by developing an authentic range of experiences, built around a broad range of demographic requirements. Supported by an enhanced brand ecosystem that would deliver a FIFA branded product across three countries and multiple cities while aligning to the requirements of all official partner brands.

Solution
The FIFA World Cup™ arouses emotions, stirs passion for the game, an event where skill and talent are celebrated, uniting and lifting the human spirit. This unity and spirit formed the foundation of the strategy and creative direction, allowing the unified combination of three host countries and multiple, diverse cities staging the tournament around the main attraction – the beautiful game.