The Los Angeles Tourism & Convention Board has launched a global advertising campaign ahead of the FIFA World Cup 2026, encouraging fans to “Start Your World Cup Experience in LA.” As an official supporter and promoter for Los Angeles as a host city, the board is preparing for eight matches and 39 days of fan activities during the tournament.
Eileen Hanson, Chief Marketing Officer at Los Angeles Tourism, said, “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. 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.”
The campaign will be seen across major domestic and international markets such as the United Kingdom, Australia, Mexico, South Korea, and U.S. cities including New York and Chicago. It includes television ads, digital displays, social media content, search marketing efforts, and large-format out-of-home advertisements.
A notable feature in London is a takeover of Waterloo Station with displays celebrating both Los Angeles and soccer. This included an event on January 28 with freestyle football champion Andrew Henderson. The campaign also features digital content from creators like Rich McCor.
To reach travelers globally, Los Angeles Tourism is working with brands familiar to audiences in each market. In Australia, it has partnered with United Airlines for targeted advertising in Sydney, Melbourne, and Brisbane. In Mexico, Volaris continues its branded flights as part of a broader promotional effort with Televisa. In South Korea’s K-Pop Square in Seoul, a 3D billboard spotlights LAFC players including Son Heung-Min.
Additionally, Los Angeles Tourism is collaborating with OneFootball—a digital platform connecting more than 645 million monthly football fans—to engage online communities worldwide.
A multilingual resource hub at DiscoverLA.com/FIFAWorldCupLA provides information about neighborhoods, cultural attractions, culinary offerings tied to the World Cup theme (“A Taste of the World Cup in LA”), as well as guides for community events and official fan zones developed alongside the local Host Committee.
For local businesses in Los Angeles expecting increased visitors during the tournament period from June 11-15 at sites like the Memorial Coliseum (which will host FIFA Fan Festival events), there will be opportunities to participate through special décor packages designed by LA Tourism. Details about programming will be announced in March 2026.
This initiative follows other high-profile sports events hosted by Los Angeles—including NBA All-Star Weekend and upcoming Olympic Games—highlighting its role as a center for global sports and culture.
