LOS ANGELES—The Los Angeles Tourism & Convention Board (LA Tourism) has launched a global advertising campaign inviting visitors to “Start Your World Cup Experience in LA” as the city prepares to host matches and fan events for the FIFA World Cup 2026™.
The spring campaign positions Los Angeles as a gateway for international fans planning trips around the tournament. The city is scheduled to host eight matches and 39 days of fan engagement tied to the event.
“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,” says Eileen Hanson, chief marketing officer for LA 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 run in domestic and international markets, including the United Kingdom, Australia, Mexico, and South Korea, as well as such U.S. cities as Sacramento, San Diego, San Francisco, Santa Barbara, Phoenix, Portland, Detroit, Chicago, New York, and Washington, D.C. Advertising placements include television, connected TV, digital display, search, social media, and large-format outdoor ads.
LA Tourism is partnering with several travel and media brands for the campaign. In Australia, it is working with United Airlines to promote flights to Los Angeles from Sydney, Melbourne, and Brisbane. In Mexico, Volaris will continue operating a Los Angeles-branded aircraft and participate in a campaign with broadcaster Televisa. In South Korea, a 3D billboard in Seoul’s K-Pop Square will feature players from the Los Angeles FC, including Son Heung-Min.
Los Angeles Tourism is also collaborating with OneFootball, a digital soccer platform with more than 645 million monthly users.
At the center of the campaign is a multilingual online hub for visitors, which features neighborhood itineraries, cultural guides, and culinary features. The tourism board has also worked with the Los Angeles World Cup 2026 Host Committee to develop a 39-day fan experience guide and calendar of community events, along with information on official fan zones.
Locally, the organization plans to offer World Cup-themed décor packages for member businesses, which will be activated during FIFA Fan Festival, June 11-15 at the Los Angeles Memorial Coliseum. Additional details are expected in March.
The campaign comes as Los Angeles prepares for a series of high-profile sporting events, including Super Bowl LXI and the 2028 Summer Olympics, further elevating the city’s global profile.
