“You Shape the Game”: FIFA Unveils Brand for the 2027 FIFA U-20 World Cup
Sport
FIFA has unveiled the official brand for the FIFA U-20 World Cup 2027™, which will be hosted by Uzbekistan and Azerbaijan. The slogan “You Shape the Game” encourages young footballers to pursue new achievements and highlights their role in the future of the sport.
The brand centres on the idea that the tournament gives emerging players an opportunity to showcase their talent, gain international experience and leave their mark on football history. The emblem incorporates national patterns and mosaic elements inspired by the cultural heritage of both host countries. Traditional motifs are reimagined through modern geometric forms and vivid colours.
At the centre of the emblem is a stylised letter “U”, representing the potential of a new generation of players. Blue-green, green, purple and red tones bring Uzbekistan and Azerbaijan together under a unified visual identity.
FIFA Secretary General Mattias Grafström said representing one’s country at a World Cup was a major achievement for young players. The tournament also gives them the chance to experience different football styles, adapt to new environments and compete against top players of their generation. He thanked both host countries for their cooperation and stressed FIFA’s commitment to helping participants fulfil their potential.
Rovshan Najaf, president of the Association of Football Federations of Azerbaijan, described the tournament as an important platform for player development, international experience and greater fan engagement. Ravshan Irmatov, first vice-president of the Uzbekistan Football Association, said he believed the event would strengthen ties between the two countries and attract football fans worldwide.
The 2027 edition will be the 25th tournament in the competition’s history, coinciding with the 50th anniversary of the inaugural event held in Tunisia in 1977. Diego Maradona, Lionel Messi and Erling Haaland all featured in the tournament during the early stages of their careers.
Brand launch events will continue in Baku and Tashkent, where the official emblem is set to be displayed at prominent city landmarks.
At the centre of the emblem is a stylised letter “U”, representing the potential of a new generation of players. Blue-green, green, purple and red tones bring Uzbekistan and Azerbaijan together under a unified visual identity.
FIFA Secretary General Mattias Grafström said representing one’s country at a World Cup was a major achievement for young players. The tournament also gives them the chance to experience different football styles, adapt to new environments and compete against top players of their generation. He thanked both host countries for their cooperation and stressed FIFA’s commitment to helping participants fulfil their potential.
Rovshan Najaf, president of the Association of Football Federations of Azerbaijan, described the tournament as an important platform for player development, international experience and greater fan engagement. Ravshan Irmatov, first vice-president of the Uzbekistan Football Association, said he believed the event would strengthen ties between the two countries and attract football fans worldwide.
The 2027 edition will be the 25th tournament in the competition’s history, coinciding with the 50th anniversary of the inaugural event held in Tunisia in 1977. Diego Maradona, Lionel Messi and Erling Haaland all featured in the tournament during the early stages of their careers.
Brand launch events will continue in Baku and Tashkent, where the official emblem is set to be displayed at prominent city landmarks.
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