We Are Boston was unveiled today as Boston’s Host City Brand for the FIFA World Cup 26 TM, marking a major milestone on the road to the fourth FIFA World CupTM hosted in the city, including one previous men’s edition (’94) and two editions of the women’s tournament (’99 and ’03).
The We Are Boston creative vision celebrates a vibrant city steeped in over 400 years of history, driven forward by a pioneering spirit rooted in the birth of the American Revolution that has fostered a hub of innovation, creativity, and culture that spans a diverse tapestry of 23 distinct neighborhoods.
Boston’s Official Host City Brand was revealed at a special launch at Big Night Live in Boston on Thursday, May 18. Robert Kraft, chairman & CEO of the Kraft Group and honorary chairman of the 2026 World Cup United Bid Group, Jonathan Kraft, president of the Kraft Group, Martha J. Sheridan, president and CEO of Meet Boston, and Brian Bilello, president of Boston Soccer 2026 and the New England Revolution, were joined by Massachusetts Governor Maura Healey, Lieutenant Governor Kim Driscoll, Boston Mayor Michelle Wu, and Massachusetts State Representative Aaron Michlewitz (3rd Suffolk District) to unveil the city’s official brand and celebrate Boston’s rich soccer history and the cultural and economic significance of the FIFA World CupTM returning to Boston.
“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. 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,” said FIFA President Gianni Infantino. “As the Honorary Bid Chair, Robert Kraft was instrumental in making the event possible and he is a key reason why we’ll be enjoying matches in Boston and across North America in 2026.”
“When I was first asked by U.S. Soccer to serve as honorary chairman of the United bid committee, it was an honor for me to play a role in bringing the World Cup back to the United States for the first time in what will be more than 30 years,” said Robert Kraft, Chairman and CEO of the Kraft Group. “With Boston’s rich culture, its place in history, and New England’s century-old love of soccer, hosting the World Cup in Boston is a perfect fit.”
“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. “We look forward to continued partnership with FIFA, the Kraft Group, the City of Boston and other stakeholders to welcome the world to Massachusetts.”
“Massachusetts is a leader on the global stage, and we are excited to shine once again during FIFA World Cup 26. We’re proud to host this impactful event here and to show so many people from across the world what Massachusetts is all about,” said Lt. Governor Kim Driscoll. “Soccer brings together all different cultures and unites us under our shared passion for the game, and we are delighted to have the opportunity to be a host city of the FIFA World Cup.”
“The City of Boston is thrilled to welcome visitors from around the globe as the FIFA World Cup returns to Massachusetts,” said Mayor Michelle Wu. “Boston is a city of champions, hub for the arts and innovation and a world class destination with opportunities for everyone to experience. We’re excited to showcase all that our vibrant city has to offer to soccer fans around the world as they come to celebrate the beautiful game.”
In June 2022, FIFA named Boston as one of the 16 Host Cities selected to host FIFA World Cup 26TM, 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. 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 legislature is committed to working with Meet Boston and their partners on opportunities to host impactful global events such as FIFA World Cup 2026 matches,” said Representative Aaron Michlewitz. “These events drive immense economic activity and the dividends ripple out across our diverse communities and businesses. As a host city, this is an amazing opportunity to showcase Boston and the Commonwealth on a world stage.”
“Boston is truly the world’s gateway to the United States and New England. The FIFA World Cup’s return to our great city in 2026 is another tremendous opportunity to show many thousands of visitors from around the globe, and millions more watching from home, why Boston is one of the world’s premier destinations to visit or live,” added Martha J. Sheridan, President and CEO of Meet Boston. “We Are Boston perfectly embodies this city’s pride in our history, defiant spirit, innovation, and of course, our passion for sports and soccer especially.”
FIFA World Cup 26™ will be the largest to date, with 104 matches across three countries featuring 48 teams from around the world. Boston boasts a rich history of international soccer including three previous editions of soccer’s men’s and women’s premier global tournament. Foxborough was home to the 1994 FIFA World CupTM, including a historic quarterfinal match between Spain and Italy, before also hosting the FIFA Women’s World CupTM in 1999 and 2003. Foxborough has also played host to numerous historic World Cup Qualifiers for the United States Men’s and Women’s National Teams.
Additional details including the tournament schedule, number of games to be hosted in Boston, and ticketing information will be made available by FIFA in the future. Follow @FWC26Boston on Instagram, Twitter, and TikTok, or visit BostonFWC26.com, for all the latest updates.
Follow @FWC26Boston on Instagram, Twitter, and TikTok, or visit BostonFWC26.com, to stay current on Boston’s preparations to host FIFA World Cup 2026TM and upcoming key dates. The launch of We Are Boston followed FIFA’s launch of the Official Brand and Emblem of the FIFA World Cup 26TM at a special event in Los Angeles on May 17. For more, visit FIFAWorldCup.com or search #WeAre26 on any social media platform.