UTAG Leads FIFA Miami Host Committee Campaign on Unity and Immigrant Identity

UTAG served as agency of record for the FIFA Miami Host Committee, leading execution of "One Game One Passion": a campaign built on themes of unity and immigrant identity in Miami.

The independent shop worked alongside the Host Committee's in-house marketing team. The campaign centered on Miami's identity as an immigrant city, connecting FIFA's global reach to the city's multicultural foundation.

UTAG's appointment as AOR positions the agency within Miami's sports marketing infrastructure as the city prepares to host FIFA World Cup matches. The FIFA Miami Host Committee oversees local preparations for the tournament, scheduled for 2026.

The campaign title: "One Game One Passion" frames soccer as a unifying force across Miami's diverse population. FIFA World Cup matches will be held at Hard Rock Stadium in Miami Gardens.

UTAG operates as an independent agency. The Host Committee AOR assignment adds a civic sports marketing client to the shop's roster alongside its existing book of business.

The campaign launch comes as Host Cities across North America begin public-facing marketing ahead of the tournament. Miami is one of 16 host cities for the 2026 FIFA World Cup, jointly hosted by the United States, Mexico, and Canada.

No budget figures or campaign scope details were disclosed. UTAG won the assignment in a category where global networks and holding company agencies typically hold FIFA partnerships.