2026 FIFA World Cup sparks cultural, ceremonial and soft‑power impact

Creative director Marco Balich explained how his firm Balich Wonder Studio is designing three distinct opening ceremonies and a unified closing show for the 2026 FIFA World Cup, which will be hosted jointly by the United States, Canada and Mexico. Balich said the events aim to celebrate each nation’s identity while delivering a common message of unity for billions of viewers.

An interdisciplinary research project, published in three volumes by il Mulino, uses football as a lens to explore social identity, conflict and economic change, arguing that the sport remains a universal language that reflects contemporary society.

A commentary in The Economist notes that, unlike other cultural products that have become fragmented, sport—particularly global tournaments like the World Cup—continues to attract massive, cross‑border audiences, acting as a counter‑trend to cultural decentralisation.

Despite the United States team exiting early, the tournament highlighted American cultural influence, with visitors experiencing U.S. food, retail and technology, reinforcing the country’s soft‑power appeal on the world stage.