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Creative Bloq

Technology

Joe Foley

Controversial half-time show could change World Cup branding forever

World Cup Football BTS Chris Martin Creative Bloq Madonna Shakira Fifa Global Citizen

FIFA World Cup 2026 half-time show poster.

For the first time in history, the World Cup Final will have a halftime show. Organised by Chris Martin of Coldplay, it will feature Madonna, BTS and Shakira in a star-studded spectacle that could last up to 25 minutes.

The line-up is incredible, and it's all for a good cause, but it also feels like the culmination of a controversial shift in World Cup branding. While Chris Martin says the intention is to bring people together, the announcement is already polarising opinion (also see the best and worst World Cup adverts of 2026).

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