Illustration Lettre de Los Angeles / 11 mai 2026 LOÏC LUSNIA
So far, all is quiet. With just one month to go before the start of the FIFA World Cup, almost nothing in Los Angeles signals that eight matches will take place at the ultra-modern SoFi Stadium in Inglewood, at the edge of the Californian metropolis. Nor is there any sign that the United States, co-hosting with Mexico and Canada, will stage the majority of matches for one of the world's most-watched sporting events.
Almost no billboards along the city's iconic highways or main streets like Sunset Boulevard make any reference to the upcoming tournament. Even McDonald's – an official sponsor – has merely printed the dates of the local matches on its takeout bags, without even mentioning the teams involved. Another curiosity: aside from a few caps, t-shirts, keychains and assorted FIFA-branded trinkets, official merchandise is scarce – an oddity in the kingdom of merchandising – and marketing campaigns have only just begun to appear in major stores.
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