12:19, 20 July 2026
Words by Cheyanne Bryan, Editorial and Campaign Marketing Executive, London
In true American fashion, major sporting events need to be punctuated with a music show.
For the first time in FIFA World Cup history, halftime featured an ensemble music performance. Madonna, Shakira and Burna Boy, Justin Bieber, Gustavo Dudamel and BTS took to the stage, alongside many other surprise appearances.
However, the show was about far more than entertainment. Every performance was in support of the FIFA Global Citizen Education Fund, a joint initiative between FIFA and Global Citizen that aims to improve access to quality education and football opportunities for children around the world. The fund has set an ambitious target of raising US$100 million by the final match, with donations coming from governments, corporate partners, artists and football supporters alike.
The initiative has already passed the US$60 million (£45 million) milestone, with organisers confirming that every ticket sold for FIFA World Cup 2026 matches contributed US$1 towards the fund. Additional backing has come from organisations including Bank of America, Cisco and Sony, while artists such as Shakira have pledged proceeds from music royalties and tour ticket sales to the cause.
Following the final, UAE has reportedly pledged $5 million to the fund.
Since its launch, the fund has begun distributing grants to education organisations across 18 countries, with projects expected to benefit more than 400,000 children through improved access to schools, sports programmes and learning resources. Organisers hope the 2026 World Cup will leave a lasting legacy beyond the football itself, using the tournament's enormous global reach to create meaningful social impact.
At Smiley Movement, we like to elevate the work of charities across the world. Here are three charities whose causes align with the themes in this article.
FIFA Global Citizen Education Fund. This global initiative, launched by FIFA and Global Citizen, aims to raise money to improve access to quality education and football for children around the world. Find out more.
Right To Play. Operating in more than a dozen countries, this international charity uses play and sport to protect, educate and empower children facing adversity. Find out more here.
Magic Bus. An international charity using sport and mentoring to help children and young people escape poverty through education, life skills and employment opportunities. Support them here.
