Philly’s branding for 2026 men’s FIFA World Cup unveiled
FIFA and the local organizing committee revealed the brand and logo, setting off a day of local events across the city.
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“The FIFA World Cup might actually give Taylor Swift a run for her money,” joked Host City Executive Meg Kane as the city unveiled the local logo and branding for Philadelphia being one of 16 host cities in the next FIFA men’s World Cup in 2026 on Thursday, May 18, in front of Lincoln Financial Field.
Kane was joined by City Representative Sheila Hess, and Philadelphia Eagles President Don Smolenski to launch the first of three publicity events to take place Thursday.
“Today is a long time coming,” said Kane. “When the city first started bidding for the World Cup, it was two days after the NFL draft in 2017. And now six years later, we launched the brand for World Cup 2026. And for the next three years, ‘We are 26’ will be our rally cry.”
The loud and bright logo is similar to that of the local logos of the other 15 host cities across North America, including in Canada, and Mexico. The main “We Are 26″ tournament branding was launched by FIFA Wednesday night at a theater show in Los Angeles.
“It will unite host cities and our city and invite the world to not just the biggest sporting event in the globe. But also the biggest 40-day party we have ever seen. The FIFA World Cup might actually give Taylor Swift a run for her money,” Kane added.
The Philly design could likely be confused with the Brazilian national team’s colors, featuring royal and light blue, a very bright green, a yellow, a red, and others.
“Our colors are bright, bold, vibrant, and definitely make their presence known. Just like Philly, you can't miss them,” said Kane.
There are also small details in the design meant to signify the city’s two most well-known images — the Liberty Bell’s crack and the Art Museum’s steps,
“This will be a visual reminder to every fan who comes here that this city and this stadium have been chosen to host the world in just three short years. It will also be a reminder that the Commonwealth of Pennsylvania and this region is home to many of the world's greatest soccer players,” Kane added.
The banner unveiling at Lincoln Financial Field stars U.S. men's National Team and Chelsea FC star Christian Pulisic. The Hershey, Pennsylvania native is poised to lead the U.S. team on a deep tournament run after a Round of 16 finish at the 2022 World Cup last winter.
Any updates or changes to the banner could include bringing on Brenden and Paxten Aaronson, two American brothers playing for German club Eintracht Frankfurt and England’s Leeds United, respectively.
“It is going to be a year to remember. I know that we, the city of Philadelphia, are ready to embrace this opportunity,” said Hess. “And we cannot wait to truly welcome fans around the world to share the authentic Philadelphia fan experience.
“We may even show them how they can climb those light poles right to get a little taste of what it's like to be a true Philadelphian,” she added.
Hess, who serves as the premier PR, marketing and promotional department of the city, highlighted not just the cultural impact that the global sporting tournament will have on Philly, but also its economic impact.
For the first time in the tournament’s over century-long history, the World Cup will include 48 teams, an increase of 16. The total number of games played will jump drastically from 64 to 104, and the number of games played by teams reaching the final four will increase from seven to eight.
The tournament is expected to last between 38 and 40 days, an increase from 32 days compared to the 2014 and 2018 tournaments.
“The FIFA World Cup will be the largest, the most inclusive and diverse sporting event ever, uniting the entire world on this vast stage and engaging millions of fans across 16 stadiums and billions worldwide,” she said.
The impact this world class event will have on this city is unmatched from the significant economic boost, which is what we also like to say to the lasting impact on our neighborhood and our communities,” Hess added. “We are absolutely thrilled to share our home with the world.”
The other publicity event to take place on Thursday was a flag-raising on the plaza of City Hall’s north side.
At LOVE Park, there was a display for fans to visit all day.