FIFA turns 2026 World Cup into a global music spectacle with star-studded shows

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Sport 11-06-2026 | 12:56

FIFA turns 2026 World Cup into a global music spectacle with star-studded shows

From opening concerts across three continents to a historic halftime show in New York featuring Madonna, Shakira and BTS, FIFA is betting big on music to expand football’s global reach and reshape the tournament’s cultural identity.

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FIFA turns 2026 World Cup into a global music spectacle with star-studded shows
World Cup. (Agencies)
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Major global stars at the opening ceremony and an unprecedented show during the halftime break of the final match: the International Federation of Association Football (FIFA), on the occasion of the 2026 World Cup, seeks to present a global cultural event through an exceptional musical program aimed at expanding its audience beyond football fans.

 

 

Music at the heart of the opening

 

The celebrations began on Wednesday, on the eve of the tournament’s kickoff, with musical 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. At the stadiums, the opening ceremonies will dedicate significant space to music. The central idea behind all these events is the same: bringing together major global stars and prominent regional names on a single stage.

 

Among them are American pop star Katy Perry, the Canadian singer Alanis Morissette who rose to fame in the 1990s, Atlanta-based rapper Future, Brazilian urban pop star Anitta, Thai K-pop icon Lisa, and Nigerian Afrobeats star Rema.

 

Alongside them, less globally known artists will also take part, though they are major names in their own countries, such as the famous Mexican band Los Ángeles Azules, Canadian-Moroccan Bollywood singer Nora Fatehi, and French rapper Vegedream, known for his famous song “Ramenez la Coupe à la Maison” (Bring the Cup Home).

 

Clayton Doran, founder of a music business management company and professor at New York University, says: “We are seeing a highly coordinated effort by FIFA and its marketing teams to make music a connecting thread that brings together diverse audiences around the world.”

 

This effort is not new, as the global football governing body launched the “FIFA Sound” program in 2021, described as “a strategy to reach global audiences through the shared passion for football and music.”

 

 

Massive show during the final

 

The highlight of this rising momentum will take place during the halftime break of the final match on July 19 in the suburbs of New York, where, for the first time, a concert featuring three global stars will be held: American Madonna, Colombian Shakira, and the South Korean group BTS.

 

Hugh Evans, head of the organization “Global Citizen,” which is a partner in producing the show, explains that the program was designed “in a spirit aimed at uniting the world.”

 

He adds that the show, envisioned by Chris Martin, the singer of Coldplay, aims to highlight “what unites us” and “the best of humanity.”

 

The production cost of this event is comparable to that of the Super Bowl halftime show, the final of the American football league, which is considered a global benchmark in this field and is watched by a huge audience worldwide, ranging between 10 and 20 million dollars according to sources.

 

The artists will participate in the show on a voluntary basis. With an expected audience of around two billion viewers, a record for a musical performance, the show is expected to contribute to supporting the education fund established by FIFA in cooperation with Global Citizen, at a time when the organization is often criticized for prioritizing financial gains over other considerations.

 

 

A new hit song for Shakira?

 

As for the official World Cup song, FIFA has chosen a guaranteed success name: Shakira, the artist behind “Waka Waka,” the anthem of the 2010 World Cup which achieved global success.

 

Her new song is titled “Dai Dai” (come on, come on or go, go), and she performs it in collaboration with Nigerian artist Burna Boy, in a blend that combines Latin pop with Afrobeats rhythms.

 

 

Shakira. (Agencies)
Shakira. (Agencies)

 

 

The song is part of an official album featuring 18 tracks, with contributions from names such as the electronic group Major Lazer, “King of Reggaeton” Daddy Yankee, and the Rolling Stones, in a blend that brings together multiple musical styles.

 

 

An artist’s dream

 

Participation in these global events represents a major opportunity for artists to boost their fame.

 

Clayton Doran says that “taking part in such an event can lead to an increase in streaming numbers and streaming-related revenues, as well as attracting new audiences who may buy concert tickets in the future.”

 

It is not only artists seeking to expand their popularity who are involved. For Madonna, who is 67 years old and has not achieved major success since her 2005 album Confessions on a Dance Floor, the July 19 concert represents a chance to revive her prominence, coinciding with the promotion of her new album Confessions 2, expected to be released on July 3.

 

Doran notes that “leagues such as the NFL (National Football League) have also strengthened their presence in music marketing, and the same applies to Formula 1.”

 

He adds: “These competitions around the world are well aware that a well-designed music marketing strategy enables almost unlimited points of contact with audiences."

Tags
FIFA ، football ، World Cup ، Mexico ، Canada ، United States ، Shakira ، Madonna ، Sports Events ، Global Stars ، 2026 World Cup ، Katy Perry ، Mexico City ، Formula 1 ، Waka Waka ، Dai Dai