Los Angeles Tourism launches new World Cup UK campaign

New campaign celebrates LA’s culture, cuisine, entertainment, and the excitement building toward FIFA World Cup 2026™.

Los Angeles Tourism kicked off a global advertising campaign yesterday at Waterloo Station in London, inviting fans to ‘Start Your World Cup Experience in LA’.

As a FIFA World Cup 2026™ Host City, LA will welcome visitors to a year defined by world‑class sports, culture, entertainment, culinary experiences, and a slate of exciting new openings, setting the stage for unforgettable journeys in the City of Angels.

Commuters at London’s Waterloo station were treated to an unexpected spectacle as World Champion football freestyler Andrew Henderson wowed crowds at LA Tourism’s activation, set against the backdrop of LA’s advertising campaign, now live across the UK.

In addition to the giant ‘Waterloo Motion’ LED screen, the sports-driven campaign will appear across the UK on social media, online ads, out of home, and video on demand platforms over the next 10 weeks.

Francine Sheridan, Regional Vice President, Europe & ME at Los Angeles Tourism, said: “Our new campaign aims to inspire clients to kick off their World Cup experience in LA, and we’re confident our investment will result in an increase in bookings for the travel trade. The whole city will be buzzing with World Cup energy this summer, making it an amazing chance to experience the fan zones and watch football history unfold in the sports capital of the world.”

Andrew Henderson, World Champion Football Freestyler, said: “LA is an amazing city where you can explore iconic neighbourhoods or relax on the beach in the morning, then cheer on a World Cup match in the state-of-the-art SoFi Stadium in the afternoon. I love LA’s football culture and there’s always something new to discover every time I go back.”

As the global gateway to the West Coast, Los Angeles is the ideal starting point for fans planning their World Cup journey. Visitors can take in the electric atmosphere of SoFi Stadium, explore LA’s vibrant soccer community across clubs like LAFC, LA Galaxy, and Angel City FC, and immerse themselves in the city’s multicultural neighbourhoods. From beachside stays in Venice and Marina del Rey to walkable hubs like Koreatown, Hollywood and Downtown LA, Los Angeles offers world-class dining, museums, iconic nightlife and entertainment, and exciting attractions to extend a trip to see the matches into a memorable vacation.

There will be Los Angeles World Cup 26 Fan Zones, to bring the excitement of the event into neighbourhoods and celebrate the diverse communities, vibrant culture and passion for the game. The Fan Zones will offer extended viewing opportunities and interactive experiences around the greater Los Angeles region. Destinations will be transformed into the ultimate watch events for the biggest matches taking place over the 39-day tournament, making it accessible and welcoming for all fans.  There will be Fan Zones at numerous locations including The Original Farmers Market (18-21 June), Heart of the City: Union Station & LA Plaza de Cultura y Artes (25-28 June), Venice Beach (11 July) and West Harbor (14-15 and 18-19 July).

This campaign builds on the excitement around the city’s remarkable stretch of international events, from NBA All‑Star Weekend and the U.S. Women’s Open Championship, to Super Bowl LXI and the 2028 Olympic and Paralympic Games, putting Los Angeles at the forefront of global culture and sport.

At the heart of the global campaign is a multilingual World Cup hub at DiscoverLA.com/FIFAWorldCupLA, where visitors can explore neighbourhood itineraries, cultural guides, and the popular culinary feature on A Taste of the World Cup in LA, along with an upcoming citywide events calendar highlighting celebrations throughout the tournament.