Kick-starting the buzz for L.A.’s World Cup turn

The World Cup will be back in Los Angeles in a little more than three years, and if you haven’t got that marked on your calendar yet, you’re not alone.

“We are a little bit — I don’t know if jaded is the right word — because of everything that goes on in this market,” said Larry Freedman, co-president of the Los Angeles World Cup host committee. “We just had a Super Bowl. We just had the college football championship. The Lakers are in the Western Conference finals.”

So FIFA, global soccer’s governing body, held a star-studded party Wednesday at the Griffith Observatory to remind everyone the 2026 World Cup is on the way by unveiling the branding for the largest and longest tournament in history, one that will be shared by the U.S., Mexico and Canada. The tournament is also the first in which each of the 16 individual host markets, including Southern California, will have its own unique logo and brand, with patterns and colors that reflect those markets.

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