FIFA World Cup Final to Feature First-Ever Halftime Show Headlined by Madonna, Shakira, and BTS

The FIFA World Cup final is set to undergo a significant format change this summer, breaking a 96-year tradition. On July 19, the championship match at the New York New Jersey Stadium will feature its first-ever full halftime show, replacing the usual 15-minute period dedicated solely to punditry and tactical analysis. The performance will be headlined by pop icons Madonna and Shakira, alongside global K-pop phenomenon BTS.

Curated by Coldplay’s Chris Martin and produced by Global Citizen, the event aims to capitalize on the tournament’s massive viewership. The previous final in 2022 drew close to 1.5 billion viewers, and organizers expect the upcoming match to surpass those records. The decision to introduce entertainment mid-game follows a smaller trial run during the 2025 Club World Cup final, which featured a 25-minute performance by Colombian artist J Balvin. However, this marks the first time such a spectacle has been incorporated into the quadrennial national team tournament.

Beyond entertainment, the show will serve a philanthropic purpose. It is designed to raise funds for the FIFA Global Citizen Education Fund, an initiative with a goal of securing $100 million to expand access to quality education and football for children worldwide. The lineup reflects the international scope of the sport, combining musical influences from the United States, Latin America, and Korea. Shakira brings a longstanding connection to the event, having performed the 2010 official tournament song “Waka Waka (This Time for Africa).”

The broadcast of the final will reach a global television audience, presenting a major opportunity for media partners. While the specific broadcast rights holders for the final have not been detailed in the announcement, the event underscores the immense value of live sports content. Companies like Comcast Corporation, which operates extensive media and connectivity segments, remain central to the distribution of such high-profile international sporting events. Comcast’s stock was recently trading at $23.79.

What to watch

• Official broadcast ratings for the July 19 final following the event.
• Updates on the FIFA Global Citizen Education Fund’s progress toward its $100 million target.
• Future broadcast rights negotiations for the 2030 World Cup.

Source: original release