FIFA seems hell-bent on destroying the World Cup brand (with the help of Shakira and Justin Bieber)
(Image credit: Lars Baron via Getty Images / Jamie McCarthy via Getty Images) Copy link Facebook X Whatsapp Pinterest Flipboard Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter The FIFA World Cup is arguably one…
(Image credit: Lars Baron via Getty Images / Jamie McCarthy via Getty Images) Copy link Facebook X Whatsapp Pinterest Flipboard Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter The FIFA World Cup is arguably one of the simplest brands around. Sure, every four years we get a new logo, a new ball design and a new host nation. But ultimately, unlike the offside rule, the core proposition is beautifully uncomplicated. World teams play football and try to win a big trophy.Naturally, this year FIFA looked at this immaculate piece of brand equity and thought, What's missing is a pop concert! (Image credit: Hannah McKay/Reuters)Yes, in what looked like a brazen attempt to turn the World Cup into the Super Bowl, FIFA gave this year's final a halftime show; an 11-minute circus featuring appearances from Madonna, Justin Bieber, BTS and, perhaps most fittingly, the Muppets. The result was perhaps the most spectacular (and expensive) identity crisis I've ever witnessed.Latest Videos FromWatch full video here: Now, I'm not curmudgeonly enough to suggest that football and music shouldn't mix. Nor that a little halftime entertainment is an inherently bad thing. But when the world's biggest sport tournament suddenly tries to borrow someone else's personality, the results are going to be jarring. The FIFA World Cup Final 2026™ Topps Halftime Show - YouTube Watch On The Super Bowl halftime show works because it's authentic to the brand. Spectacle and excess are in its DNA. The event is as important as, if not more important than, the game. It doesn't pretend not to be a corporate behemoth. That's why the best Super Bowl ads are such a big deal.But the World Cup isn't supposed to feel like a circus. Yes, there's ceremony, but it isn't the same kind of overly stimulating spectacle. The tension is in the simplicity; billions of people focussed solely on the football, without the distraction of Shakira and her truthful hips.Judging by the reaction online, In wasn't the only one who hated the whole thing. "#pleasejustf*ckoff", The Cure's Robert Smith posted in response to the show, while countless viewers took to X to decry the spectacle.Get the Creative Bloq NewsletterSign up to Creative Bloq's daily newsletter, which brings you the latest news and inspiration from the worlds of art, design and technology.Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsorsDear FIFA,We want our beautiful game back.Yours sincerely,EVERYONE. pic.twitter.com/WA4lCOr8mkJuly 19, 2026Football fans around the world watching the World Cup Final "half time" show: pic.twitter.com/8rcVOC57qOJuly 19, 2026And there's context here that makes the Super Bowl-esque halftime show even more uncomfortable. The controversy surrounding FIFA's decision to overturn a red card at the behest of Donald Trump was already doing serious reputational damage to the US-hosted tournament.FIFA president Gianni Infantino argued that the halftime show will help modernise the World Cup. If that means turning it into a Super Bowl-style celeb-fest, then I'm not sure the beautiful game has a beautiful future. Daniel JohnDesign EditorDaniel John is Design Editor at Creative Bloq. He reports on the worlds of design, branding and lifestyle tech, and has covered several industry events including Milan Design Week, OFFF Barcelona and Adobe Max in Los Angeles. He has interviewed leaders and designers at brands including Apple, Microsoft and Adobe. Daniel's debut book of short stories and poems was published in 2018, and his comedy newsletter is a Substack Bestseller. View More You must confirm your public display name before commenting Please logout and then login again, you will then be prompted to enter your display name. Logout LATEST ARTICLES1FIFA seems determined to destroy the World Cup brand (with the help of Shakira and Justin Bieber)25 Samsung Galaxy S26 Ultra camera features that will improve your travel photography3This opera company's bold rebrand aims to prove Timothée Chalamet wrong4Want to design a giant mechanical cat? These are the 3 best CAD laptops right meow5From armour to adventurous character illustrations, this self-taught artist worked on League of Legends and Dark SoulsSource: Creative Bloq AI — Published — Category: Image AI