SEATTLE – You may have seen social impact messaging at World Cup stadiums on your television screens. These were launched in May and are present at every stadium across a range of issues: peace, uniting the world, racism, education and being active. All are clearly appropriate. This is the biggest televisual event – what better time to send a message?
“Unite for inclusion” was missing from the May launch on social media, a collaboration between Fifa and Gianni Infantino. Its presence remains on Fifa’s website, together with the muti-coloured striped heart. It shows that Fifa are “committed to protecting and promoting all human rights and fighting all forms of discrimination, at all levels”.
During the Women’s World Cup in Australia in 2023, the “Unite for Inclusion” logo was present on big screens before each match and the messaging was visible throughout the tournament, where I travelled. In the USA, Mexico and Canada, it is deliberately nowhere.
There is one exception, an inclusivity island. This weekend, Seattle hosts its annual Pride Weekend and has designated Friday’s World Cup fixture in the city as a Pride match. It will be colourful, it will be aspirational, it will be proud and it will be brilliant.
