RIO DE JANEIRO — FIFA has officially launched the countdown to the FIFA Women’s World Cup 2027™ with a high-profile brand reveal in Copacabana, signalling a major milestone for the tournament and for women’s football in South America.
The star-studded event in Rio de Janeiro blended football, music, art and Brazilian culture, as FIFA unveiled the tournament’s official emblem, the GO EPIC™ slogan and a new sonic identity designed to unify the competition’s presence across digital platforms, broadcast and fan experiences.
The 2027 edition will be the first FIFA Women’s World Cup™ staged in South America, and FIFA positioned the launch as both a celebration and a statement of intent for the growth of the women’s game in the region.
“Brazil lives and breathes football, and you can feel the excitement here about welcoming the world and hosting a historic event,” said FIFA President Gianni Infantino.
“You can also feel something even more powerful, as this country is fully committed to making this a watershed moment for the women’s game. The official brand reflects the vision we share with our hosts: a joyful, impactful and truly Brazilian FIFA Women’s World Cup!”
At the centre of the reveal was the tournament emblem, which FIFA said draws inspiration from both the Brazilian flag and the geometry of the football pitch. The design is crafted from the union of “W” — representing “women” and “world” — and “M,” drawn from the equivalent Portuguese words mulheres and mundo.
FIFA described the emblem as symbolizing movement and mastery, while also offering a subtle tribute to Brazil’s national flag. The organization’s branding approach underscores its broader effort to elevate the women’s tournament’s global profile while embedding it in local identity.
The GO EPIC™ slogan, meanwhile, is intended as a call to action for fans worldwide, framing the tournament as a shared journey and “unforgettable adventure” for supporters, athletes and host communities.
In addition to the visual identity, FIFA introduced a tournament “Sonic ID,” a signature sound meant to bring the FIFA Women’s World Cup 2027™ to life through audio. Inspired by Brazilian rhythms, the sonic branding features samba-infused percussion and elements of Afro-Brazilian heritage, aiming to deliver what FIFA characterized as emotion and energy across the tournament’s touchpoints.
FIFA said the Sonic ID is available on various streaming platforms as well as on FIFA’s YouTube channel, expanding its reach beyond traditional marketing formats and into everyday listening environments.
The launch ceremony also emphasized unity across the sport, bringing together legends from both the men’s and women’s game. FIFA framed the presence of high-profile figures as a symbol of the broader football community standing behind the women’s tournament and its future.
In a video message, Brazilian national hero and global icon Marta highlighted the country’s relationship with the sport and the significance of hosting the tournament.
“Football is about love and Brazil loves football. Our country is ready to embrace the women’s game with pride, emotion and belief. This tournament will create unforgettable stories and reveal new heroes, inspiring girls and boys, women and men, and making our love for the game grow even stronger.”
Beyond the stage presentation, the launch included a large-scale public activation along one of Rio’s most recognizable waterfront corridors. Ahead of the live TV ceremony from a hotel in Copacabana, Avenida Atlântica was turned into a “living canvas” through a street art festival.
FIFA said the street art was inspired by a Brazilian tradition of painting streets when major tournaments — including the FIFA World Cup™ and the FIFA Women’s World Cup — arrive, using public spaces to express football culture and national identity.
The celebration in Copacabana reflects FIFA’s strategy to build momentum early for 2027, using cultural storytelling alongside sport to attract audiences and sponsors while positioning the women’s tournament as a major global event.
FIFA directed fans seeking more information to FIFA.com, where full event coverage is available. The organization also encouraged supporters to register their interest through FIFA.com/tickets to receive information on applying for tickets for the FIFA Women’s World Cup 2027™.
