How FIFA's We Are 26 Campaign, Turned the 2026 World Cup Into a Global Movement

My final capstone project for the M.A. in Strategic Communication at the UNC Hussman School of Journalism and Media examined how FIFA's We Are 26 campaign transformed the 2026 FIFA World Cup from a global sporting event into a year-round cultural movement. Through a strategic communication lens, I analyzed how FIFA used storytelling, audience participation, brand partnerships and host city activations to build engagement far beyond the matches themselves.