‘We are Boston’: State leaders unveil host city brand for FIFA World Cup 2026

Boston unveils the official host city brand for the FIFA World Cup 26, inspired by centuries of revolutionary history, vibrant culture, and deeply rooted soccer culture.

“The We Are Boston” brand was revealed at a special launch at Big Night Live in Boston on Thursday, with state and city leaders, Patriots owner Robert Kraft, and president of Boston Soccer 2026, Brian Bilello.

This is the first time the World Cup will be back in the U.S. since 1994 when Foxborough was home to a historic quarterfinal match between Spain and Italy.

“Boston is a well-suited city to bring the World Cup to North America. I am grateful for the partnership of the state, the city, and the fans,” said FIFA President Gianni Infantino. “I would also like to give a special thank you to Robert Kraft for his efforts to help bring the World Cup back to North America.”

In June 2022, FIFA named Boston as one of the 16 Host Cities selected to host the World Cup, marking the return of the world’s biggest sporting event to the city. Boston will also host fan fests throughout the city, providing fans with or without match tickets the opportunity to engage and enjoy a festival atmosphere with fans from around the world.

“Massachusetts is honored to host the FIFA World Cup in 2026. This is an incredible opportunity to welcome thousands of athletes and fans to our great state and introduce them to our amazing restaurants, hotels, and entertainment venues, including of course Gillette Stadium,” said Governor Maura T. Healey.

FIFA World Cup 26™ will be the largest to date, with 104 matches across three countries featuring 48 teams from around the world.

“The good news is we have 3.5 years so there’s going to be a lot of planning,  a lot of coordination that needs to take place around transportation around various activities happening in different places, permitting the like working through all of that with communities,” said Governor Healey.

Boston boasts a rich history of international soccer including three previous editions of soccer’s men’s and women’s premier global tournament.

Foxborough also hosted the FIFA Women’s World CupTM in 1999 and 2003 and has played host to numerous historic World Cup Qualifiers for the United States Men’s and Women’s National Teams.

The Boston Consulting Group’s research has estimated that Boston can expect an estimated 450,000 global visitors, with a projected net economic impact of up to $500 million.

The cities officially selected to host World Cup matches in the U.S. are: New York/New Jersey (MetLife Stadium), Los Angeles (SoFi Stadium), Dallas (AT&T Stadium), San Francisco Bay Area (Levi’s Stadium), Miami (Hard Rock Stadium), Atlanta (Mercedes-Benz Stadium), Seattle (Lumen Field), Houston (NRG Stadium), Philadelphia (Lincoln Financial Field), Kansas City (Arrowhead Stadium) and Boston (Gillette Stadium), Mexico.

This is a developing story. Check back for updates as more information becomes available.

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