Serving as an official Los Angeles World Cup Host City
Supporter and Official Tourism Board Promoter, Los Angeles Tourism has launched
a global 2026 campaign inviting fans around the world to “Start Your World Cup Experience”
in LA.
The city prepares to host eight matches and 39-days of
fan engagement for FIFA
World Cup 2026 and visitors will be treated to world-class sports, culture,
entertainment, culinary experiences and a slate of new openings.
“As we prepare for one of the biggest years in our city’s
history, this campaign reflects our commitment to the thousands of Angelenos
and hundreds of local businesses who depend on tourism,” said Eileen Hanson,
Chief Marketing Officer, Los Angeles Tourism in a statement.
She added, “As an official Los Angeles World Cup Host City
Supporter, the World Cup offers a moment to showcase the creativity, diversity,
and spirit that sets Los Angeles apart, and we’re proud to welcome fans as they
begin their journeys here.”
Running across key domestic and international
markets—including the United Kingdom, Australia, Mexico, South Korea, and U.S.
cities such as New York, Chicago, San Francisco, Phoenix, Portland, Detroit, San
Diego, Santa Barbara, Sacramento, and Washington, DC—the campaign features
a comprehensive mix of TV, CTV, digital display, search, social media, and
large‑format
out‑of‑home
placements designed to inspire travel ahead of this historic moment.
In London, a premium Waterloo Station takeover transforms
one of Europe’s busiest hubs into a celebration of LA and the game, highlighted
by a January 28 activation with five‑time Freestyle Football World
Champion, Andrew Henderson. Exclusive creator‑driven content has been rolling
out globally, including work from UK‑based creator Rich McCor, whose
storytelling brings the campaign’s message to
life.
Los Angeles Tourism is collaborating with United Airlines in
Australia to promote service to LA through a targeted paid media investment
focusing on Sydney, Melbourne and Brisbane.
Volaris in Mexico will continue operating a flight with Los
Angeles branding and be integrated into a 360-campaign with Televisa. In South
Korea, the campaign comes to life through a 3D billboard in Seoul’s iconic K‑Pop
Square featuring select LAFC players including international superstar Son
Heung-Min.
Los Angeles Tourism has also been working closely with digital
platform OneFootball, with more than 645 million monthly fans connecting LA to
one of the world’s most passionate online football communities.
At the heart of the campaign is a multilingual resource
hub where visitors can explore neighborhood itineraries, cultural guides,
and the popular culinary feature on A Taste of the World Cup in LA.
Los Angeles Tourism has also worked closely with the Los
Angeles World Cup 2026 Host Committee to curate a 39-Day Fan Experience Guide
and calendar highlighting community and fan events, as well as the official Los
Angeles World Cup 26 Fan Zones.
Locally, the tourism agency will introduce a World Cup décor
package for Member businesses to welcome fans, activating it at the official
FIFA Fan Festival, transforming the historic Los Angeles Memorial Coliseum into
a global celebration of football and culture from June 11-15. Hours of
operation, daily programming, and more details will be released in March.
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