The FIFA World Cup and the Art of Looking Away

When the Federation Internationale de Football Association (FIFA) unveiled the first wave of celebrity promotions for the 2026 FIFA World Cup, the messaging was familiar: unity, celebration and global connection through sport.

By Claire Masquida June 4, 2026 1 min read

Held every four years, the world’s largest international soccer (also known as football) tournament brings together national teams from around the globe to compete for the championship title. The right to host the World Cup is awarded through a competitive FIFA bidding process, with the 2026 tournament being awarded to a joint bid from the United States, Canada and Mexico.

But beneath the glossy advertisement campaigns and official anthems lies an institution repeatedly tied to corruption scandals, labor exploitation and human rights controversies that cannot be danced away by celebrity performances and spectacle marketing.

Loving the game should not require ignoring the systems surrounding it. Because behind every glittering opening ceremony is an uncomfortable question FIFA would rather audiences not ask: Who is paying the price for the spectacle?

Too often it is people whose labor, rights and well-being are treated as expendable.

The post The FIFA World Cup and the Art of Looking Away appeared first on Ms. Magazine.

Why this matters

The 2026 FIFA World Cup, jointly hosted by the United States, Canada, and Mexico, raises critical questions about labor exploitation and human rights. As the tournament approaches, the glossy advertisement campaigns and celebrity promotions may distract from the controversies surrounding FIFA. However, the issue of exploitation is not limited to the host countries, but is a global concern that affects marginalized communities, including women and LGBTQ+ individuals. The fact that FIFA has been tied to corruption scandals and human rights controversies in the past highlights the need for accountability and transparency. The exploitation of labor and disregard for human rights are issues that are also relevant to the reproductive rights and gender equity landscape in the United States, where access to fair labor practices and social justice are often intertwined with reproductive autonomy. As the tournament unfolds, it will be crucial to examine the ways in which FIFA's actions impact vulnerable populations and to consider the broader implications for social justice and human rights.

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