2026 World Cup final to host first Super Bowl-style halftime show
FIFA is bringing an 11-minute Super Bowl-style halftime show to the 2026 World Cup final, marking a stark shift in the commercialisation of the sport for European audiences.
Justin Bieber will join Madonna, Shakira and BTS for an 11-minute halftime show at the 2026 World Cup final. Curated by Coldplay's Chris Martin, the performance on 19 July at MetLife Stadium in East Rutherford, New Jersey, will be the first of its kind in the tournament's history. The extensive lineup also features Burna Boy, Venezuelan conductor Gustavo Dudamel, the PS22 Chorus, and characters from Sesame Street and the Muppets.
For European audiences, the addition marks a stark shift in the commercialisation of the sport. The move continues a pattern of Americanisation that includes the introduction of scheduled breaks, effectively dividing matches into four quarters to mirror the commercial structure of the NFL. For broadcasters and sponsors, a dedicated 11-minute entertainment slot during the final represents a highly lucrative new advertising window.
FIFA is actively framing the spectacle as a philanthropic endeavour rather than a purely commercial one. The performance will support the FIFA Global Citizen Education Fund, a landmark initiative aiming to raise $100 million. Throughout the 2026 tournament, $1 from every ticket sold to matches will be directly donated to the fund to expand access to quality education and football for children globally.
“The FIFA World Cup brings the world together in a way nothing else can,” Bieber said. “I’m grateful to be part of this Halftime Show, and even more grateful knowing it’s already helping expand access to education for children around the world.” Hugh Evans, CEO of Global Citizen, noted the scale of the broadcast. “This is the single largest gathering of artists united for a cause since Live Aid, and it could well be the most-watched 11 minutes of broadcast music performance in history,” Evans said.
The charitable focus arrives at a critical time for FIFA's public image. The governing body continues to navigate persistent allegations of corruption, while recent officiating decisions during the tournament have sparked international controversy. Notable incidents include a controversial red card reversal following a phone call from Donald Trump, and an all-Argentinian referee lineup for the France versus Morocco match.
Trump is also scheduled to present the trophy at the final. Against this backdrop of political and sporting scrutiny, the high-profile halftime show offers FIFA a visible platform to highlight its education fund and redirect the narrative surrounding its global operations.
