Superstars at the opening ceremony and an unprecedented show during halftime of the final match: FIFA, in celebration of World Cup 2026, aims to deliver a global cultural event through an exceptional music program aimed at expanding its audience beyond just soccer fans.
The celebrations began on Wednesday, the eve of the tournament, with music concerts in Mexico City, Toronto, and Los Angeles.
The first matches will take place in Mexico on Thursday, and in Canada and the United States on Friday. In the stadiums, the opening ceremonies will give significant space to music. The main idea behind all these events is the same: to bring together top global stars and prominent regional names on one platform.
Among them are global pop superstar Katy Perry, 90s Canadian sensation Alanis Morissette, Atlanta rapper Future, Brazilian urban pop star Anitta, Thai K-pop icon Lisa, and Nigerian Afrobeats star Rema.
Alongside them, lesser-known artists on the global stage but prominent in their countries include the famous Mexican band "Los Angeles Azules", Canadian-Moroccan Bollywood sensation Nora Fatehi, and French rapper Vegedream, known for the hit "Ramenez la Coupe à la Maison".
Clayton Duran, founder of a company specializing in music business management and a professor at New York University, states, "We see a highly coordinated effort from FIFA and its marketing teams to make music a common thread uniting diverse audiences around the world."
This effort is not new; the global football body launched the "FIFA Sound" program in 2021, described as a "strategy to reach global audiences through a shared passion for football and music".
Fans are looking forward to the World Cup and its entertainment events.
The highlight of this powerful rise will be during halftime of the final match on July 19 in the suburbs of New York, where for the first time there will be a musical show featuring three global stars: American Madonna, Colombian Shakira, and South Korean band "BTS".
Hugh Evans, the head of the "Global Citizen" organization partnering in producing the show, explains that the programming is designed "with a spirit aimed at uniting the world".
He adds that the show envisioned by Chris Martin of the band "Coldplay" aims to showcase "what brings us together" and "the best of humanity".
The production cost of this event is equivalent to that of the halftime show at the "Super Bowl", the final of the U.S. football league which is a global reference in this field watched by a wide audience around the world, costing between 10 and 20 million dollars according to sources.
Artists will participate in this show voluntarily. With expectations of viewership reaching around two billion people, a record number for a musical event, the show is intended to support an education fund established by FIFA in collaboration with "Global Citizen", at a time when the organization is often criticized for prioritizing financial gains.
As for the official song of the World Cup, FIFA has chosen a surefire name: Shakira, the singer of the song "Waka Waka" which was the anthem of the 2010 World Cup and achieved global success. Her new song is titled "Day Day" and features Nigerian Burna Boy, blending Latin pop with Afrobeats rhythms.
The song is part of an official album with 18 tracks, featuring names such as electronic group "Major Lazer", "King of Reggaeton" Daddy Yankee, and the "Rolling Stones", in a mix of multiple musical styles.
Participating in these global concerts represents a huge opportunity for artists to enhance their fame.
Clayton Duran states, "Participation in an event like this can lead to increased streams and revenues associated with the broadcasts, as well as attract new audiences who may purchase concert tickets in the future."
It’s not only the artists seeking to expand their fame. For Madonna, who is 67 and has not had significant success since her album "Confessions on a Dance Floor" in 2005, the July 19 concert represents an opportunity to revive her shine, coinciding with the promotion of her new album "Confessions 2" expected to be released on July 3.
Duran notes that "leagues such as the NFL have also strengthened their presence in music marketing, as has Formula One."
He adds, "These competitions around the world are well aware that a well-thought-out music marketing strategy offers virtually unlimited points of contact with the audience."