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By Seung-hee Ko, Herald Economy — BTS will deliver a message of global unity at one of the world’s most watched sporting events.
On the 14th, Big Hit Music, FIFA and Global Citizen announced that BTS will perform at the final of the 2026 FIFA North and Central American World Cup on July 19 at the New York–New Jersey Stadium in the U.S. The group will headline the tournament’s first-ever halftime show.
The halftime show will pair BTS with pop legend Madonna and Latin-pop star Shakira.
While the World Cup has traditionally centered on opening and closing ceremonies, organizers are introducing a halftime performance during the final for the first time in the tournament’s 96-year history.
Long a signature of the U.S. Super Bowl, the halftime show concept is being adapted for the North American World Cup. Coldplay’s Chris Martin will curate the production, aiming to combine musical ambition with social impact.
Since the 1990s, World Cup music has evolved as pop artists helped turn the tournament into a global cultural moment. Diana Ross performed at the 1994 U.S. World Cup, and Ricky Martin’s “La Copa de la Vida” at the 1998 France event helped cement that crossover.
Shakira has been a recurring World Cup presence — appearing in 2006 (Germany), 2010 in South Africa with “Waka Waka,” and 2014 in Brazil — earning her the informal title “Queen of the World Cup.”
BTS’s inclusion on the World Cup lineup is notable, too. It underscores how K-pop has grown into a broadly shared cultural phenomenon. While BTS member Jungkook performed at the 2022 Qatar World Cup opening ceremony, this will be the first time all seven members appear together at a global soccer event.
BTS will also use the platform to support Global Citizen’s campaign to raise funds for the FIFA Global Citizen Education Fund.
The members said, “Music connects generations and carries hope,” and they expressed deep pride in joining a campaign aimed at expanding educational opportunities for children worldwide.
Produced by Global Citizen, the show will feature characters from Sesame Street to playfully explore themes of education and unity. Through music, the World Cup’s stage could shift from pure competition to a moment of global solidarity and shared contribution.
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