However, the World Cup doesn’t begin when the whistle is blown. It begins on paper – with the artwork, logos and branding that encapsulate and define the event, and will be seen by millions across the world.

For the first time ever, the tournament is being held across three countries. Traditionally, the event is designed around the hosting country’s culture, but this year’s World Cup’s artistic direction must capture the wide range of distinct cultures and histories of the three countries, and numerous cities, while providing a cohesive design. It’s a massive creative challenge.

Maple the Moose, representing Canada, is a goalkeeper who embraces “creativity, resilience and unapologetic individuality”, according to the FIFA website. Striker Zayu the Jaguar reflects Mexico’s vibrant culture and heritage, with “a name inspired by unity, strength, and joy”. Clutch the Bald Eagle is a midfielder who unites people by embracing the wide range of US culture with “boundless curiosity and optimism”.

Beyond the logo and mascot, the tournament’s official promotional posters might be the most visually exciting design element, further representing the tournament’s diverse cultural identity.

For the first time, FIFA hired local artists in each city to create specific posters that capture the city’s personality.

For example, the New York/New Jersey poster features the torch of the Statue of Liberty, a famous symbol for freedom and equality. The Monterrey poster features multiple famous Mexican landmarks (such as the Cerro de la Silla mountains) while incorporating bright colours and geometric designs, such as the calaveras (skulls) from Día de los Muertos, to encapsulate the city’s vibrant culture.

We can’t talk about the tournament’s design without talking about the World Cup ball, one of the most iconic symbols of the sport. Made by Adidas, the ball is called Trionda, which translates to “three waves”.

The red ‘wave’ filled with maple leaves pays homage to Canada. America’s wave is blue with stars, and Mexico’s wave is green with an eagle on it. They all come together at the centre to form a triangle, representing unity.

Altogether, the brand design team of FIFA and local artists tripled their efforts and it shows. With the adaptable logo, trio of mascots who play as teammates, posters spotlighting each city, and an iconic match ball, World Cup excitement is already building up off the pitch, setting the stage for a tournament that is as special and diverse as the very game itself.