Louise Blais, Former Canadian Ambassador to the U.N.

Fellow, North Capital Forum 2023

For the first time in its history, the next Men’s FIFA World Cup will be hosted by not one or two, but three countries in North America. The most watched tournament on the planet will span 16 cities across the territories of the United States, Canada, and Mexico and will take place from June 11 and July 19, 2026. This novel format will present logistical challenges, but also vast opportunities. By spreading the hosting sites, the economic benefits will be shared throughout the region.

Apart from the economic boom that hosting the World Cup generates, it is also a massive public relations opportunity to brand a country and foster national pride. With three countries involved in 2026, the initial tug will be to push national symbols and narratives. However, we should resist this tendency and where possible, use this mega endeavor to collaborate, define a continental identity, and foster a stronger sense of belonging to our region, a North American Way.

Indeed, the World Cup will present a golden opportunity to leverage our complementary continental strengths and harness this moment of shared purpose.

Here are some ways that the host countries could build a North American spirit that could far outlast the tournament:

1. Joint Opening Ceremony: The opening ceremony of the 2026 World Cup could be a joint effort, featuring performers and artists from all three countries. This would be an opportunity to showcase the diverse cultures and traditions of North America while emphasizing the shared values and interests that unite the region.  Special attention should be given to the Theme Song. Shakira’s Waka Waka (This Time for Africa) is a good example of promoting a region as opposed to a specific country.

2. Joint Fan Zones: The three host countries could collaborate on creating fan zones in each of the host cities, where fans from the three countries could gather and watch matches, enjoy food and drinks and celebrate together. These fan zones could feature music, dance, and other cultural activities from all three countries, emphasizing the unity of North America.

3. Joint Infrastructure Projects: The three host countries could collaborate on infrastructure projects related to the tournament, such as transportation and accommodation. By working together to provide seamless and efficient services for fans and visitors, the host countries could demonstrate the benefits of cross-border cooperation and promote greater unity and integration.

4. Joint Cultural Festivals: Leading up to the tournament, the North American countries could organize a joint touring music festival featuring artists from all three nations. One of the festivals could be streamed online as a teaser for the Tournament.

5. Joint Exhibitions: Back in the late 1990s the Museum of Women in the Arts in Washington DC, organized an exhibition bringing together for the first time, the works of Frida Kahlo, Georgia O’Keeffe, and Emily Carr. This was a great and early model for exploring our artistic landscape. Using this as an idea, we could envisage joint touring exhibitions on indigenous history and art, anthropology, and modern and contemporary art. The exhibitions could first tour North America but could then travel the world after the tournament.  Corporate sponsors and the three governments could help fund these projects.

6. Joint Tourism Experiences/packages: The three countries could join forces to organize guided tours for visitors and fans that span all three countries. The industry could work to design new packages that would outlast the tournament.

7. Leveraging political engagements: The annual North American Leaders Summit (NALS, i.e. three Amigos Summit) from 2023-2026 could become a touchstone to highlight this joint programming. One of the NALS could include the mayors of all the host cities.

8. School and University Exchanges: Teacher kits could be developed to help raise awareness in North American youth about their neighbors. We could explore joint virtual classes and school exchanges. This could include the involvement of universities in creating integrated academic programs and strengthening relations.

9. Economic Partnership: The host countries could explore joint sponsorship opportunities with FIFA. At the same time, national business organizations like the Business Council of Canada, the American Chamber of Commerce, and the Consejo Coordinador Empresarial in Mexico could organize trilateral projects. These initiatives could leverage the timing of USMCA’s renewal in 2026 to foster greater ambition for the trade agreement, rather than a defensive narrative.

10. Joint Legacy Projects: The legacy of the 2026 World Cup could also be a joint effort, with host countries working together to create lasting benefits for citizens and communities. For example, the tournament could be used as an opportunity to invest in sports facilities for youth, promote sustainable development, and improve social and economic outcomes across the region. We could also explore creating a North American Youth Soccer Cup.

These ideas are only a starting point. By working together to create a seamless and integrated tournament experience, the three host countries of the 2026 FIFA World Cup could project continental unity and promote collaboration and cooperation in North America.

Cultural, Public, and Sports Diplomacy can be the engine for greater integration between the three countries. This approach has the potential to facilitate improved trade, greater labor mobility, and the elimination of persistent social barriers that persist in our societies.

With a combined population of over 40 million, the American, Canadian, and Mexican diasporas residing in each other's countries can serve as a great platform for fostering the North American Way. By leveraging the unique cultural strengths and perspectives of each country, we can develop a more cohesive and integrated society, promoting greater cooperation and mutual understanding across the region.

Will we seize this one-in-a-generation opportunity or let it pass us by?

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