adidas turned BMO Stadium in Los Angeles into the city’s official World Cup hub on the night the 2026 tournament kicked off, pairing live football with the launch of a nationwide 3v3 competition and a free concert headlined by Peso Pluma. The event, built in partnership with the Los Angeles World Cup 2026 Host Committee, brought thousands of fans through the doors of BMO Stadium for what adidas is calling its “Home of Soccer” activation. The brand is the official sponsor of the 2026 World Cup, and this Los Angeles celebration was one part of a larger opening-night push that also included a simultaneous event in Mexico City.
adidas has been woven into the fabric of global football for decades, serving as kit supplier and tournament partner across World Cups stretching back to 1970. The brand’s connection to the sport runs through players, federations, and the ball itself, with adidas producing the official match ball for every World Cup since that era. In Los Angeles specifically, adidas has invested in the game at every level, from grassroots clubs to the professional sides that call BMO Stadium home, making the venue a natural centerpiece for this kind of activation.
The day at BMO Stadium opened with an Opening Match watch party for Mexico against South Africa, two federations that adidas sponsors, giving the crowd an immediate reason to gather. A second watch party for South Korea against Czechia kept the energy going into the evening. Alongside the football, adidas used the night to launch adiCup, its nationwide 3v3 tournament, with the first competitive matches played right there at BMO Stadium. U.S. national team players Emily Fox and Sam Coffey appeared on the sidelines, joined by former international stars Jürgen Klinsmann and Paul Pogba. adiCup will run throughout the summer, with the championship final scheduled for July 18 at the adidas Home of Soccer in New York City.
When the tournament matches wrapped, the music took over. DJ Noodles opened the concert portion before Peso Pluma closed out the night with a headline set. The performance was free and open to the public, pulling in fans who had spent the day watching football and playing in the early adiCup rounds. Peso Pluma’s presence was a deliberate choice for a Los Angeles event tied to a tournament with deep roots in Latin American football culture, connecting the sporting moment to the sound that has dominated the city’s airwaves.
The Los Angeles activation mirrors the same structure adidas ran in Mexico City on the same evening, meeting the World Cup at the intersection of sport, music, and local culture in the actual host cities. As the official tournament sponsor, adidas has events like this planned across North America for the duration of the six-week competition. If this event has you locked into the adidas football world, dig deeper into the brand’s full football footwear lineup or explore what else adidas has on the schedule across North America this summer.
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