For nearly a century, FIFA has considered the World Cup not only a sporting event but also a cultural platform, cooperating with artists and designers to shape how the tournament is perceived and experienced outside the pitch. Take a few examples to look deeper into how the World Cup has influenced art, design and visual culture over time and space.
Identity design
Major international events must always maintain a subtle balance. They need to create a sense of unity without overshadowing local identity. Since the first tournament in 1930 until now, World Cup posters have played the role of "graphic ambassadors", conveying the characteristics of the host cities and countries into images for global audiences, reflecting changes in politics, cultural values and how each host country wants to be recognized by the world.
The 1990 World Cup poster in Italy is a clear example. Designed by Italian artist Alberto Burri, they combine references from ancient Rome with modern abstraction, placing the tournament in the thick history of Italy but still using the visual language of that time.
In 2026, that tradition continues with a series of official posters of the host cities, each work created by a different artist and shaped by the location it represents. Instead of introducing a unified face, this series of posters is seen as a collection of separate perspectives. When placed next to each other, they reflect the spirit of "We Are 26", showing that many voices can share a moment without being the same.
Record the moment
Photography helps shape how the World Cup is experienced and remembered. In addition to recording matches, photography can place the tournament in a larger cultural and historical context.
With the 1986 World Cup in Mexico, photographer Annie Leibovitz was authorized to create a series of promotional images for the tournament. Instead of just focusing on activities, she approached the project as a portrait of the location, developing over the past year with many trips across Mexico. The series of 13 World Cup Soccer Series posters connected contemporary players, the ball and images of people with the ancient history of Mexico, often placed in the context of archaeological sites and iconic landscapes.
The photo set has attracted international attention, introducing Mexico as the host country with a profound cultural continuity, and reminding viewers that sports only achieve complete meaning through the place and how it is observed.
Design in motion
The design not only appears in images but also in items used throughout the tournament, such as the official match ball of the 2026 World Cup, Trionda, created by Adidas. This name originates from 2 ideas: "Tri" represents the 3 host countries, and "onda" means "wave" in Spanish, suggesting common energy throughout North America.
The combination of red, green and blue along with flexible geometry strengthens the feeling of movement and unity, while the triangle in the center represents the cooperation between the partners behind the tournament.
More than just a game
For many years, Nike has used the World Cup as a platform for cultural-oriented storytelling. Exploiting music, youth culture, humor and street style, these campaigns connect past legends with new generations, shaping how football is present in everyday life. As a result, something is understood immediately, without translation.
One of Nike's most memorable examples is the "Winner Stays" campaign in 2014 for the World Cup in Brazil, capturing the energy of amateur football matches, where children immerse themselves in the abilities of superstars like Cristiano Ronaldo, Neymar or Gerard Pique. Full of fun and aspiration, it touches the simplest dream of this sport: In a moment, anyone can become great.
What makes the works effective is the closeness. Even without understanding sports, emotions are still fully conveyed.
Endless stadiums
One of the longest traces of the World Cup is architecture. A long time after the crowd left, stadiums continued to shape the way cities gather and remember.
The earliest example is Centenario Stadium in Montevideo, built in just 9 months for the first World Cup in 1930. Built during Uruguay's 100th anniversary, the stadium was designed as a greater work than just a place to watch football. Its modern form, highlighted by the tall ceremonial tower called Torre de los Homenajes, has become a monument, declaring the eternal status of football in public life.
In 1983, FIFA recognized it as a World Football Historical Site, as a reminder that architecture has the ability to carry memories forward.
