City of Toronto unveils #WeAre26 campaign and local Host City brand for FIFA World Cup 2026TM

2023 May 19

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 for brand assets, b-roll and photos.