Today, the countdown for the “beautiful game” to come to the beautiful city of Toronto officially began as the City of Toronto unveiled its Host City specific FIFA World Cup 2026TM official brand and new #WeAre26 awareness campaign. With blue and green brand colours, a Toronto emblem depicting the FIFA World Cup trophy and a bold typeface, Toronto is ready to be a proud host city for FIFA World Cup 2026.
Yesterday, the Fédération Internationale de Football Association (FIFA) launched the FIFA World Cup 2026 tournament brand with a special broadcast presentation in Los Angeles, United States, one of the other 15 Host Cities for the tournament.
Toronto’s local campaign and brand launch is the first public rallying cry and the next step in bringing the FIFA World Cup 2026 to life in Toronto. The City worked closely with FIFA to help define Toronto’s Host City brand attribute.
Toronto’s FIFA World Cup 2026 brand is now showcased on the new Host City website.
Today’s celebrations include lightings of both the Toronto Sign and CN Tower in blue and green, branded signage across the city on some bus shelters and TTC platform screens, illumination of screens at Yonge-Dundas Square and in libraries, as well as a special youth soccer scrimmage and clinic at Toronto Stadium (BMO Field) with national team players. Local influencers will be present at the event to amplify the enthusiasm for the world’s game in Toronto.
With more countries, cities, teams and matches, the FIFA World Cup 2026 is expected to be the most inclusive and diverse sporting event ever, uniting the entire world on a vast stage and engaging millions of fans across 16 stadiums and billions worldwide. The games and their legacy are expected to generate significant economic, cultural and community benefits for Toronto by creating thousands of jobs, welcoming visitors from across the globe and generating hundreds of millions of dollars in local gross domestic product. The tournament is also expected to drive growth in local participation in soccer through role models, enhanced playing facilities, and improved coaching and organizing capacities, contributing to the games’ legacy beyond the next three years.
Toronto will host multiple matches at Toronto Stadium and major fan events across the city for the duration of the tournament. FIFA will determine which tournament matches will be played in Toronto at a later date.
In 2018, the FIFA World Cup 2026 was awarded to a joint bid by Canada, Mexico and the United States. This year, FIFA expanded the tournament from 80 to 104 matches to be staged across 16 cities in North America, of which 10 matches are expected to be in Canada.
Up-to-date tournament information is available on the new FWC26Toronto Instagram account. Tournament hashtags are #WeAre26 and #WeAreToronto.
A special video showcasing Toronto’s Host City branding for FIFA World Cup in 2026 is available here.
Media can reach out to media@toronto.ca for brand assets, b-roll and photos.
Quotes:
“I’m delighted to celebrate Toronto’s unique Host City brand ahead of FIFA World Cup 2026. The brand launch is the first opportunity for people in Toronto and across North America to be publicly engaged and show their enthusiasm and passion for this global event. I’m excited for the City of Toronto to be showcased on the world stage, with an event touching all neighbourhoods, building a sense of anticipation and camaraderie for the next three years and beyond. Toronto is a proud host of FIFA World Cup 2026 and is getting ready to welcome the world.”
– Deputy Mayor Jennifer McKelvie (Scarborough-Rouge Park)
“FIFA World Cup 2026 is expected to generate significant economic, cultural and community benefits for Toronto by creating thousands of jobs, welcoming visitors from across the globe and generating hundreds of millions of dollars in local economic development. We are looking forward to welcoming the world to Toronto.”
– Councillor Shelley Carroll (Don Valley North), Chair of the Economic and Community Development Committee
“I’m very excited to welcome the world to Toronto as we host the FIFA World Cup 2026. The tournament is a unique opportunity to showcase Toronto on the world stage and grow local participation in soccer, a legacy that will extend far beyond 2026.”
– Councillor Jaye Robinson (Don Valley West)
“Toronto is home to over 200 different cultures, backgrounds and communities that mix together to create the vibrancy that is at the heart of our city. The qualifying teams for FIFA World Cup 2026 and visiting fans from around the world will find Torontonians ready to welcome them and cheer alongside them throughout the tournament. This opportunity to position Toronto alongside our fellow 2026 host cities, as part of the FIFA brand launch, will elevate Toronto’s profile on the global stage and signals the start of our efforts as a host city to welcome the world for FIFA World Cup 2026.”
– Scott Beck, CEO and President, Destination Toronto
“Toronto is renowned around the world for so many things, especially its famed and historic sporting scene. The launch of Toronto’s Official Host City Brand today, and the FIFA World Cup 26™ in three years’ time, will add yet more memorable sporting moments to Toronto’s history books. We were lucky enough to have embarked on this creative brand journey together with our city partners, ensuring the people, communities and iconic destinations synonymous with Toronto were ingrained in every element of its tournament identity. We’re thrilled to be able to reveal it today and look forward to visiting the city very soon to see the brand exciting local residents and fans and seeing it adorning various iconic locations across Toronto.”
– Colin Smith, COO, FIFA World Cup
Toronto is home to more than three million people whose diversity and experiences make this great city Canada’s leading economic engine and one of the world’s most diverse and livable cities. As the fourth largest city in North America, Toronto is a global leader in technology, finance, film, music, culture and innovation, and consistently places at the top of international rankings due to investments championed by its government, residents and businesses. For more information visit the City’s website or follow us on Twitter, Instagram or Facebook.
Media contact: Media Relations, media@toronto.ca