The closing of the 2026 World Cup promises to be a historic cultural event, with an halftime show that will bring together renowned artists BTS, Madonna and Shakira. The show, which already generates great expectations, aims to raise US$100 million for a charitable fund. The initiative takes place after a remarkable opening ceremony, which distributed performances across three countries.
The current edition of the World Cup has already established itself as the biggest of all time, being the first to be hosted by three nations: Canada, the United States and Mexico. The tournament, which runs until July 19, has gained an additional entertainment component through an official collaboration between FIFA and the Global Citizen organization. The halftime show was curated by Chris Martin, lead singer of Coldplay, who defined the format of the presentation and selected the artists. To add to the festive atmosphere, iconic Muppet characters such as Kermit and Miss Piggy will also make special appearances.
The choice of main artists was carefully crafted to provoke a global phenomenon. By bringing together the colossal impact of K-pop with the group BTS, the strong representation of Latin culture with Shakira — who will release “Dai Dai”, a song made exclusively for the competition — and the timeless legacy of the Queen of Pop, Madonna, the event aims to connect different generations and cultures in a broadcast watched by billions of viewers around the world.
The power of fans in ticket sales
The unprecedented convergence between music and sport is expected to drive unprecedented demand for tickets. Industry experts indicate that a significant part of the public will seek tickets not primarily for the competition on the field, but for the rare chance to watch these three music powerhouses meet. FIFA’s strategy of directing US$1 from every ticket sold for all championship matches to the FIFA Global Citizen Education Fund aims to capitalize precisely on the immense mobilization capacity of these fan communities, known for quickly selling out box offices at shows around the world.
O fundo tem como objetivo primordial expandir o acesso a um ensino de qualidade e à prática de esportes em comunidades que enfrentam vulnerabilidades, e já conseguiu arrecadar mais de US$ 30 milhões em doações antecipadas. In official statements, the artists themselves celebrated the purpose behind the union of talents.
“Participating in the World Cup final in support of the fund is deeply meaningful to me. Every child deserves access to quality learning, because education expands possibilities,” said Madonna.
Shakira, who sits on the fund’s advisory board, emphasized the fusion of her two greatest passions: “I’ve spent my life doing two things: creating music and building schools. My hope is that, on the world’s biggest stage, the importance of investing in children’s education will steal the spotlight.”
The group BTS, in turn, reinforced the transformative role of their art, adding: “Music is the universal language of hope and harmony, and we are honored to celebrate this power by connecting millions of viewers.”
The long-awaited halftime show will be held on Sunday, July 19th, directly from MetLife Stadium, taking place between the first and second halves of the World Cup grand final.