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K-pop sensation BTS is set to perform at the halftime show of the 2026 FIFA World Cup Final, marking the first time FIFA has ever included such a spectacle during the championship match. The performance will also feature Shakira and Madonna, signalling a significant shift in the way global sports entertainment is presented.

FIFA’s decision to incorporate a halftime show featuring globally renowned artists is largely attributed to BTS’s immense worldwide influence and their ability to engage a vast and dedicated fanbase, known as ARMY. The move is strategically aimed at attracting younger demographics and broadening FIFA’s digital footprint, tapping into the popularity of K-pop and leveraging the artists' significant social media presence.

The 2026 World Cup will be jointly hosted by the United States, Canada, and Mexico, and is expected to be the largest in history, featuring 48 teams. This expansion, combined with the introduction of the halftime show, underscores FIFA’s ambition to modernize the tournament and appeal to a wider global audience. The inclusion of BTS, Shakira, and Madonna represents a deliberate effort to transcend traditional sports entertainment formats and create a more immersive and engaging experience for viewers worldwide. The artists' global reach is anticipated to significantly amplify the visibility of the event and draw in fans who might not typically follow football.