For decades, the FIFA World Cup final has belonged to football. This year, however, the biggest match on the planet borrowed a page from another sporting giant.
In a move widely seen as inspired by the NFL’s iconic Super Bowl halftime spectacle, FIFA staged its first-ever halftime show, transforming the World Cup final at New York New Jersey Stadium into a global event that blended football, music and social impact.
The production featured an all-star cast led by Madonna, BTS, Justin Bieber, Shakira and Burna Boy. Curated by Coldplay frontman Chris Martin and produced by Global Citizen, the show gave football its own version of the blockbuster halftime performances that have become a defining feature of American football’s biggest game.
The comparison was almost unavoidable. For years, the Super Bowl has evolved beyond a championship contest into one of the world’s largest entertainment showcases, with halftime performances often dominating headlines and social media long after the final whistle. FIFA appears to be embracing a similar formula, recognizing that the World Cup already commands the largest global audience in sports and now has the opportunity to broaden its cultural reach.
Yet FIFA insisted the show was never meant to be entertainment for entertainment’s sake.
Instead, the halftime production became the centerpiece of the FIFA Global Citizen Education Fund, an initiative aimed at expanding access to quality education and football opportunities for children around the world.
“Football, music and social impact will come together,” FIFA said when it unveiled the initiative in May, describing the World Cup final as “the greatest show on earth” with the power to unite billions behind a shared cause.
The performances reflected football’s universal appeal. Madonna opened with Music alongside Brazilian legends Ronaldo Nazário and Ronaldinho. BTS energized the crowd with Dynamite, Justin Bieber performed Everything Hallelujah with a surprise Ted Lasso appearance, while Shakira and Burna Boy delivered the tournament anthem Dai Dai. Coldplay and New York’s PS22 Chorus closed the show with Believe in Love.
Whether the halftime show becomes a permanent World Cup tradition remains to be seen. But its successful debut suggests FIFA is expanding its playbook, turning the world’s biggest football match into a broader entertainment platform where elite sport, global music and social purpose share the spotlight.
