​VANCOUVER, British Columbia (AP) — Amid the sea of large screens showing World Cup games and bustling food stalls featuring local specialties like poutine, Vancouver’s fan festival also highlights exhibits honoring the city’s Indigenous communities: the Squamish, Musqueam, and Tsleil-Waututh nations. Yet the First Nations’ involvement goes beyond the festival itself. They are partners with the local World Cup organizing committee, a collaborative approach that traces back to the tradition established during the 2010 Winter Olympics. This collaboration illustrates how Indigenous inclusion has become a growing feature of major sporting events, extending from the 2023 Women’s World Cup in Australia and New Zealand to the upcoming 2028 Los Angeles Olympics.
Vancouver’s aim was to ensure the First Nations had a seat at the planning table for the World Cup, while also providing a platform to raise awareness about the city’s Indigenous communities and to create a lasting legacy. “What we found in the 2010 Games, and again now, is that one of the main messages is to share the diversity of culture that we have. We’re not all the same, and I think that we don’t just live in history books—we’re living and thriving today,” said Tewanee Joseph, who oversees the major sports, entertainment, and marquee events for the Squamish Nation. Joseph previously served as CEO of the Four Host First Nations for the 2010 Vancouver Olympics, which took place on the traditional territories of the Squamish, Tsleil-Waututh, Musqueam, and Lil’Wat nations. The involvement of these groups in the Winter Games marked the first time Indigenous people were officially recognized by the International Olympic Committee as host partners.
Vancouver wasn’t alone in weaving Indigenous communities into its World Cup planning. In Seattle, the Puyallup Tribe served as an official Presenting Legacy Sponsor for SeattleFWC26, the city’s host organization. Toronto’s World Cup opening ceremonies included Indigenous dancers and Peguis First Nation musician William Prince, while the fan festival featured the Tkaronto Market, offering local crafts and artwork. In Mexico, FIFA collaborated with the National Fund for the Promotion of Handicrafts to promote Indigenous artisans’ soccer-themed folk art products.
Ahead of this World Cup, FIFA framed Indigenous engagement as “a central pillar of its sustainability and human rights strategy,” emphasizing respectful collaboration with communities across all three host countries. In 2023, FIFA partnered with the Office of the United Nations High Commissioner for Human Rights for the Unite for Indigenous Peoples campaign. This initiative was a centerpiece of the 2023 Women’s World Cup, hosted by New Zealand and Australia, with FIFA, guided by a panel of six Indigenous women, ensuring the inclusion of both Australia’s First Nations and New Zealand’s Māori cultures.
Indigenous terms were integrated across platforms and signage for enhanced visibility and SEO, underscoring a commitment to meaningful inclusion and recognition. The broader arc of these efforts signals a shift toward sustained engagement with Indigenous communities in major sporting events—one that seeks not only to celebrate cultural diversity during tournaments but to nurture ongoing relationships, education, and opportunity long after the final whistle.