As the countdown to FIFA World Cup 2026™ begins, Miami is not only gearing up to host one of the world’s largest sporting events but also laying the foundation for lasting community impact. Leading the charge is Janelle Prieto, Director of Marketing and Community for the Miami Host Committee, whose unique dual role as both chief marketer and community leader reflects the city’s commitment to balancing corporate partnerships with grassroots engagement. In an exclusive interview, Prieto offered insights into Miami’s strategic approach to the World Cup, focusing on marketing activations, infrastructure development, and community involvement, all of which provide significant opportunities for sponsors and businesses to get involved.
Authentic Community Engagement: “The Community is Our Number One Stakeholder”
For Prieto, Miami’s World Cup preparations aren’t just about grand events and international attention—they’re about the people who call the city home, especially its vibrant Hispanic community. “The community is our number one stakeholder,” she said, reflecting on her Cuban roots and deep connection to the city. Miami’s diverse population, a melting pot of Latin American and Caribbean cultures, represents a core asset in this event, offering rich engagement opportunities for brands that understand and respect the local context.
“One of our biggest goals is creating access,” Prieto emphasized. Miami’s role as a host city offers a rare opportunity to make meaningful changes to the way sports, particularly soccer, are accessed in underserved neighborhoods. She discussed the U.S.’s current “pay-to-play” model, which often excludes children in low-income communities from participating in sports. Through the World Cup’s legacy projects, the committee aims to address these barriers.
“We don’t want to reinvent the wheel,” she said, explaining how the committee is identifying and working with existing local groups already making an impact.
“We want to support them and give them the platform that the World Cup offers.”
For businesses looking to engage with the community, this emphasis on empowerment and sustainability opens the door to co-branded social responsibility initiatives. Companies can invest in community-driven infrastructure projects—like building soccer pitches in underserved areas—ensuring their contributions leave a lasting impact on Miami beyond 2026.
Infrastructure That Lasts: Building More Than Just Pitches
Infrastructure is another cornerstone of Miami’s World Cup preparations. Prieto noted that while many cities have soccer pitches, they often don’t reach the neighborhoods that need them the most. The committee’s focus is on sustainability—ensuring that any infrastructure built serves the local communities for years to come. This involves not only constructing sports facilities but also creating the programming and access needed to make those spaces truly impactful.
“You could build a pitch, but if you don’t have programming around it, that then becomes another overgrown space,” she explained. “We integrate local communities so they take ownership of these projects.”
By doing so, the World Cup’s legacy in Miami will endure long after the final whistle is blown, enhancing the city’s ability to host future events and strengthening community ties. This approach presents lucrative opportunities for brands and sponsors looking to align themselves with sustainable and socially responsible initiatives. Infrastructure projects offer high-visibility sponsorship options that can associate a brand with both community development and the excitement of the World Cup.
Co-Creating with Sponsors: Moving Beyond Traditional Partnerships
For businesses interested in partnering with Miami’s World Cup efforts, the message from Prieto is clear: it’s not just about tickets and suites. Sponsors are seeking more meaningful ways to engage with both the event and the community. “We co-create with sponsors,” she said, explaining how the Host Committee works closely with corporate partners to design activations that meet both their goals and the needs of the community.
“Everybody is looking for more than just tickets or a suite. They want to engage their employees, engage communities, and leave a lasting legacy,” Prieto explained.
This collaborative approach allows sponsors to tailor their involvement—whether it’s through community engagement programs, employee participation, or brand activations that tap into the city’s diverse fan base.
Given Miami’s multicultural population, particularly its strong ties to Hispanic and Latin American cultures, sponsors have a unique opportunity to create highly localized marketing efforts. “It’s not just activations—it’s infrastructure as well,” Prieto noted. This presents a powerful platform for brands to make a difference at the community level while gaining visibility on a global scale.
Ambassador Program: Amplifying Miami’s Global Voice
An integral part of Miami’s marketing strategy is the Ambassador Program, which will play a pivotal role in connecting the city to global soccer fans. The committee recently announced legendary Brazilian footballer Ronaldinho as the first official ambassador for FIFA World Cup 2026 Miami. However, as Prieto hinted, there are more ambassadors waiting in the wings.
“Today, we launched with Ronaldinho, but we have many other ambassadors who have already been involved in projects for us,” she shared. “These ambassadors will not only help boost Miami’s profile on the global stage but will also take part in community initiatives, creating content to be shared with over 250 broadcasters worldwide.”
From global stars to local heroes, this program will spotlight Miami’s unique blend of cultures and communities, providing sponsors with another avenue for engaging their audiences. For brands seeking to reach Hispanic and Latin American consumers, this ambassador program offers high-impact visibility and authenticity, allowing them to connect with the heart of the soccer-loving world.
Sponsorship Opportunities: An Invitation to Collaborate
For businesses looking to get involved, Miami’s World Cup preparations offer an array of sponsorship opportunities. Prieto and her team are working closely with FIFA and corporate partners to co-create customized sponsorships that go beyond the typical. Whether through community engagement, infrastructure projects, or high-profile marketing campaigns, sponsors will have the chance to make their mark on the world’s largest sporting stage.
“We have tons of opportunities,” Prieto said, underscoring the committee’s collaborative approach. “We work together to come up with creative ideas and partner to make this happen.” As 2026 approaches, the committee will continue to grow its team and expand its efforts, building a framework for businesses to engage in meaningful and innovative ways.
A World Cup for Miami, by Miami
As Miami prepares to host the FIFA World Cup 2026™, the city is poised to leave a lasting legacy that goes far beyond the excitement of the matches. With a focus on community engagement, sustainable infrastructure, and innovative sponsorships, the World Cup will serve as a catalyst for long-term growth and development. For sponsors and businesses, this is more than just an event—it’s an opportunity to invest in the future of Miami, its communities, and its role on the global stage.
With Janelle Prieto and the Miami Host Committee at the helm, the city is ready to welcome the world, while ensuring that the benefits of the World Cup are felt by the people who live and work in Miami long after the final game is played.
Now is the time for businesses to get involved, co-create with the community, and ensure their brand is part of this historic moment. Miami’s moment is here—and it’s inviting you to be a part of it.
