Copacabana beach woke up transformed into a global stage. Amid music, art and football, FIFA set the journey toward the FIFA Women’s World Cup 2027 in motion with a presentation that was far more than a ceremonial act: it was a cultural statement. Brazil, with its unmistakable energy, welcomed the tournament that will, for the first time in history, be held in South America, in an event that blended popular tradition, identity and the symbolic power of the world’s most universal sport.
In this vibrant setting, FIFA officially unveiled the tournament’s brand: the emblem, the slogan GO EPIC, and a sonic identity inspired by Brazilian rhythms. The ceremony brought together legends of both women’s and men’s football, reinforcing the idea of one football family projected toward the future. Local culture took center stage and served as the connecting thread to present a World Cup that aims to be inclusive, joyful and deeply connected to the Brazilian spirit.
An emblem that unites symbols, movement and identity
At the heart of the presentation stood the official emblem, a visual piece rich in meaning. Inspired by the Brazilian flag and the geometry of a football field, the design emerges from the fusion of the letters “W” and “M”, initials of “Women” and “World” in English, and “Mulheres” and “Mundo” in Portuguese. The resulting figure conveys movement, mastery and a symbolic reading that connects women’s football with the global stage.
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The emblem not only pays tribute to the colors and shapes of the Brazilian flag, but also reflects the intention to place women’s football at the center of the global sporting scene. The aesthetic choice seeks to engage with the country’s history as a host of major events while projecting a new narrative in which women take a leading role on football’s greatest stage.
Sound, streets and voices telling the story of Brazil 2027
The slogan GO EPIC was presented as a direct invitation for fans around the world to be part of an unforgettable journey. This was complemented by a sonic identity inspired by samba, percussion and Afro-Brazilian heritage, designed to accompany the tournament across all platforms and touchpoints. The sound, available on streaming services and on FIFA’s official YouTube channel, becomes an emotional vehicle that connects culture and sport.
Before the official broadcast from a hotel in Copacabana, Atlântica Avenue turned into a living canvas thanks to an urban art festival that revived a distinctly Brazilian tradition: painting the streets when the country hosts a World Cup. In a video message, Marta highlighted the nation’s deep emotional connection with football and the excitement surrounding the hosting of this tournament. Meanwhile, Gianni Infantino emphasized Brazil’s total commitment to making this event a turning point in the history of women’s football.
