President Claudia Sheinbaum presented the Social World Cup, a plan that aims to extend the celebration of next summer’s World Cup through tourism, cultural and sporting activities across the country. The strategy aims to exploit the World Cup platform to “build an inclusive celebration that brings football to all neighborhoods, districts and cities of Mexico,” explained Gabriela Cuevas, government representative at FIFA for the organization of the 2026 World Cup. Although the promotion of tourism and culture constitute the main axes, the Government also intends to exploit the euphoria aroused by the largest sporting event in the world and transfer it to the field of sports infrastructure through more than 5,000 tasks. among which the broadcast of matches in public squares, the valorisation of museums and archaeological areas stand out; and the massive organization of football cups and tournaments across the country.
Broadcasting of matches in the squares and Magical Villages
The plan presented by the Government provides for the free broadcast of the matches – without specifying how many – in the squares of the main cities of the country, in addition to the 177 Magic Cities recognized by the Ministry of Tourism. It is an attempt to emulate Fan Fests, large festivals organized by FIFA for more than two decades that include broadcasts on giant screens, concerts and a food offering in World Cup host cities that expand the World Cup experience beyond the stadiums. In addition to the three Mexican venues (Guadalajara, Monterrey and Mexico City), Cuevas announced the broadcast of the matches on giant screens that will be located in the capitals of each state in the country.
Tourism
One of the pillars of the strategy is the promotion of tourism, an activity that will reach record numbers with the World Cup showcase. The government has announced the launch of an app for mobile phones who will act as a tour guide for the more than 5.5 million extra visitors who will land in the country during the World Cup. The platform will combine both places of interest in each city and suggested routes, as well as tournament-specific information.
The flavors of Mexico de mis will be added to the tourist offer of the capital, the gastronomic exhibition in Campo Marte and the Los Pinos cultural center which will take place from 11 June to 19 July which will bring together culinary tastings with entertainment spaces and craft sales spaces.
Improvements in archaeological zones and museums
The Secretary of Culture, Claudia Curiel, announced that the agency has started working on the improvement of 12 museums and 46 archaeological zones under the responsibility of the National Institute of Anthropology and History (INAH): in the center of the country, the focus will be on Teotihuacan, the second most visited archaeological zone nationally and the closest to the capital, and Cuicuilco, south of Mexico City; Guachimontones in Jalisco and Boca de Potrerillos in Nuevo León will also be renovated for the arrival of tens of thousands of domestic and foreign visitors. The country’s most emblematic museums, such as the National Museum of Anthropology, Chapultepec Castle and the Templo Mayor will also be part of this renovation program, the details of which are not yet known.
Curiel also explained that museums managed by the Institute of Fine Arts (INBAL) such as the National Museum of Art (MUNAL), the Museum of Modern Art (MAM) and the Museum of the Palace of Fine Arts will reorganize their permanent collection with new curation, in addition to night visits and tourist circuits that will be announced soon. Culture will also organize three textile art meetings that will take place in each of the World Cup venues: the Edificio Arróniz (Guadalajara), Fundidora Park (Monterrey) and the Los Pinos cultural complex (Mexico City), together with the opening of the Textile Museum of Indigenous and Afro-Mexican Peoples, a new space in the Historic Center of the capital that will bring together the diversity of the country’s designs and techniques.
Employment
The plan will also extend Jóvenes Construyendo el Futuro, the job placement program launched by López Obrador in 2019. In April 2026, the Ministry of Labor will open a registry for 5,000 beneficiaries who will be responsible for activities related to tourism, cultural promotion and welcoming travelers during the World Cup. In exchange, they will receive the minimum wage and social security for three months, a period which can be extended to the twelve months of coverage of the social program.
Sports infrastructure and school tournaments
The Government has announced the first edition of a national school football cup for students of all levels, as well as a series of tournaments, the opening of 377 football schools and the rehabilitation of more than 4,000 fields and public spaces, taking advantage of the fever that the World Cup will bring with it. The Secretary of Science, Rosaura Ruiz Gutiérrez, presented a Robotics World Cup that will bring together students from around the world in two categories, one aimed at the secondary and high school level, and another open.
Mexico will host 13 World Cup matches which will be played in three venues, Mexico City, Guadalajara and Monterrey. Five matches will be played in the capital, including the opening of the World Cup – next June 11 between El Tri and a rival to be defined – and the third and final match of the Mexican team in the group stage. In Guadalajara, home of four matches, Mexico will play its second match of the tournament on Thursday 18 June; while Monterrey will also host four matches, none of which are for the national team. After the group stage, World Cup euphoria will migrate north to venues mostly spread across the United States and a couple more in Canada. The Azteca Stadium will close out World Cup activity in Mexico after hosting the round of 16 on June 30 and another round of 16 match on July 5.
