From Messi and Inter Miami to World Cup, Royal Caribbean inks a new soccer deal
Royal Caribbean has been named an “Official Miami World Cup 2026 Host City Supporter,” the first so far. The formal designation allows the Miami-based cruise line to sponsor or be associated with events during the upcoming soccer tournament.
That includes partnering in the FIFA Fan Festival Miami, the official zone for soccer enthusiasts and fan activities at Bayfront Park in downtown Miami. The cruise line’s U.S. headquarters, next to PortMiami, are easily seen from the site.
A news release from Royal Caribbean and FIFA announcing the agreement on Tuesday didn’t have many details.
The announcement did say that “as part of the partnership, Royal Caribbean and the FIFA World Cup 2026 Miami Host Committee will bring to life a series of interactive activations designed to engage fans, families, and communities.”
For example, “Royal Caribbean will anchor its presence at the FIFA Fan Festival Miami with an interactive fan zone, offering fans unique experiences and engagement.”
Activities include appearances by soccer legends, whose names weren’t released. Most of the details of what will be offered are still in the works.
The two groups did note that the Fan Fest at Bayfront Park would become “the city’s central hub for World Cup celebration over 23 days during the tournament.” That includes showing live broadcasts of all World Cup matches on giant screens, hosting live entertainment and offering food from Miami restaurants or other businesses. .
The World Cup kicks off this year on June 11 in Mexico City. The United States, Canada and Mexico are co-hosting.
Miami is one of the tournament’s 16 host cities and holds four group-stage matches and three elimination-stage matches. All will take place at Hard Rock Stadium in Miami Gardens. The first four games are:
June 15: Saudi Arabia vs. Uruguay
June 21: Uruguay vs. Cape Verde
June 24: Brazil vs. Scotland
June 27: Portugal vs Colombia
The elimination games are July 3, 11 and 18.
The World Cup final takes place July 19 at MetLife Stadium in East Rutherford, New Jersey.
FIFA, the tournament organizer, has different levels of sponsorship, and is famously strict about protecting its top benefactors. The highest level, called FIFA Partners, includes Qatar Airways, Saudi Arabia oil giant Aramco and Coca-Cola.
Stadiums during the tournament have to cover up their corporate names if those companies are not top FIFA backers. So, MetLife Stadium will be referred to as New York New Jersey Stadium. Signs saying Hard Rock Stadium at the venue will be covered up, and it’ll be called Miami Stadium during the tournament.
That the Miami Host Committee brought in Royal Caribbean as a Host City Supporter suggests FIFA Partners, the highest tier, doesn’t yet include other cruise companies.
Royal Caribbean has been working toward the partnership for several years. In the summer of 2023, Royal Caribbean International was named Inter Miami’s main partner and official vacation partner.
In January 2024, soccer god Lionel Messi went on Royal Caribbean’s Icon of the Seas. The Inter Miami star served as a special guest for the vessel’s official naming ceremony ahead of its maiden voyage out of PortMiami.
On what then was the world’s largest cruise ship, he helped launch a new version of an Inter Miami jersey featuring the cruise line’s crown and anchor logo in pink, front and center.
While onboard the docked ship, the South Florida resident told guests: “This is a great honor and privilege for me. I know what this boat means for the city of Miami and the entire world, the Icon of the Seas, God bless the ship and all the people who will sail with her.”
Those bets the cruise line made a few years ago appear to have paid off now.
“With the World Cup creating once-in-a-generation momentum across South Florida, we’re excited to bring our spirit of innovation and hospitality to help welcome fans, families and visitors from around the world,” Royal Caribbean Group Chairman and CEO Jason Liberty said in a statement on Feb 3.
“Together with the Host Committee, we look forward to creating unforgettable experiences that will leave a lasting legacy for our community long after the final whistle.”
This story was originally published February 3, 2026 at 10:12 PM.