PRESS RELEASE

Visit Seattle Unveils Community Brand Playbook to Craft Unified Welcome for the City Ahead of FIFA World Cup 26™

The playbook aims to provide local businesses and organizations a comprehensive brand resource as the city prepares for visitors during one of the world’s largest sporting events

SEATTLE – Visit Seattle, the official destination marketing organization for Seattle and King County, is proud to release its Community Brand Playbook — a resource designed to unite the region under one vibrant identity during one of the world’s biggest sporting events.

With six matches and up to 750,000 people expected to take part in the fun throughout the region, the FIFA World Cup 26™ will be Seattle’s largest international event since the 1962 World’s Fair. Created by Visit Seattle and Seattle-based marketing agency Copacino Fujikado, the playbook offers branding guidelines that help local businesses, transit agencies, and other visitor-facing organizations showcase Seattle’s spirit and create a memorable experience for fans from around the world.

“Hosting six World Cup matches will put Seattle on the global stage like never before,” said Kelly Saling, SVP & Chief Sales Officer at Visit Seattle. “This playbook ensures our city looks and feels united, giving visitors and viewers worldwide a true sense of Seattle’s identity and soccer culture.”

The brand features bold, soccer-inspired designs anchored by Seattle’s iconic Space Needle, alongside playful messaging like “Let’s Play SEA 26,” which easily translates to other languages.

“Visit Seattle’s Community Branding Playbook is exactly the kind of inclusive, city-wide collaboration that will make the World Cup experience truly special,” said Peter Tomozawa, CEO of SeattleFWC26, the local organizing committee for Seattle FIFA World Cup 26™. “This playbook invites everyone to the party—whether you’re a multinational hotel chain or a family-owned restaurant in the CID, you now have the tools to welcome World Cup visitors in a way that feels authentically Seattle.”

The comprehensive playbook comes with alternate color palettes, patterns, and graphic elements to be adopted alongside a business’s existing branding on window clings, coffee cup sleeves, and more. It also includes best practices to help organizations apply the brand consistently and effectively.

“As the Port of Seattle gears up to welcome visitors from around the world through Seattle-Tacoma International (SEA) Airport and to the working waterfront, a united regional brand for visitors shows how we are ready to welcome the world to our region,” said Pearse Edwards, Port of Seattle senior director of external relations and World Cup lead. “Visitors will know from the moment they arrive at SEA and through their time in Seattle that the region is ready to show off its passion for soccer and as a great place to visit.”

Businesses and organizations interested in the Community Branding Playbook can download it at www.letsplaysea26.org. For a preview of the brand, visit www.visitseattle.canto.com/b/JOFCJ

About Visit Seattle:

Visit Seattle has served as the official destination marketing organization (DMO) for Seattle and King County for more than 50 years. A 501(c)(6) organization, Visit Seattle enhances the economic prosperity of the region through global destination branding along with competitive programs and campaigns in leisure travel marketing, convention sales, and overseas tourism development. Visit visitseattle.org.