LOS ANGELES — The World Cup is returning to North America for the first time since 1994. And Los Angeles is set to play a significant role in the tournament.
FIFA revealed its 2026 World Cup brand launch on May. 17 at The Griffith Observatory. The event featured soccer icons, guests, and a drone show as they announced each of the host cities’ branding and unveiled the World Cup logo.
Los Angeles is running under the slogan “We are Los Angeles,” and its distinct variation of the World Cup logo features mostly red, yellow, and blue colors.
“As a lifelong sports fan and SoCal native, I can’t imagine any event more thrilling than a World Cup held right here in Los Angeles,” said actor and LAFC owner Will Ferrell. “We’ll take any excuse for celebration in Hollywood, but there’s no better reason than the biggest sporting event ever. This brand feels like all the best parts of Los Angeles: sunny skies, wavy ocean, and bright smiles. This should be fun!”
Los Angeles, inside of SoFi Stadium, is one of the 16 host countries for the 2026 World Cup, which will be held in Mexico, Canada, and the United States. This will be the second time Los Angeles will host World Cup games, but the first time for the recently built SoFi Stadium; previous games were held in the Rose Bowl Stadium in 1994. There, Brazil defeated Italy on penalties, 3-2, after 120 scoreless minutes.
Boston Consulting Group for UBC conducted a survey in 2017, according to the press release finding that a “top-tier” host city could expect a “net benefit of $480 million in new activity.” This impact looks to be headed to Los Angeles in 2026, and the Host committee will conduct a study to learn more about the impact on the city.
“The FIFA World Cup 26™ brand launch for Los Angeles is more than just a grand reveal, it’s a statement of intent to the world that we remain the premier destination for the biggest sporting events across the globe,” said president and chief executive officer (CEO) of Los Angeles Sports & Entertainment Commission, Kathryn Schlossman. “And while we have great aspirations for the tournament’s potential to grow soccer in every one of our fellow Host Cities and Countries, we’re dedicated to the many channels in which this brand can impact the lives of the Los Angeles community.”
More information about Los Angeles’ role is available on LosAngelesFWC26.com. FIFA also launched social media pages under the tag @losangelesfwc26 to promote the host city.