Building Community at the 2026 World Cup
The World Cup brings millions of people together around a shared love of football and builds a sense of global community. Every host country becomes a true melting pot and as we saw across the country, even when against one another’s teams, there was a sense of camaraderie and unity. Fans gather with friends, support their teams, and connect across cultures and borders. Every tournament reminds us of how sports can build community and opportunities for meaningful connections. That same spirit is at the heart of Fair Trade.
This year, Fair Trade USA™ partnered with Fair Trade Los Angeles and Senda Athletics to celebrate the game while highlighting the dedicated athletes and fans behind it. From Fair Trade Certified™ products on football’s biggest stage to bringing fans together at the world’s first Fair Fan Zone, we saw how sports can create connections both on and off the field.
Football Builds Community
For Santiago Halty, founder and CEO of Senda Athletics, football has always been about finding community.
During a recent episode of Fair Trade LA’s Fair Talks podcast, Santiago joined Sian Brown of Fair Trade USA to discuss responsible sourcing, building an ethical brand, and how Senda is helping lead positive change in the sporting goods industry.
Santiago shares his experience moving from Argentina to the United States for college and how the game helped him find a sense of home:
“Football became my refuge, my place to be. You know, when I was feeling homesick and when I was missing my community, I was playing with people from all over the world. And it felt like home, even though I was thousands of miles from home.”
That experience inspired Santiago to build Senda Athletics around the same values that football gave him: community, opportunity, and respect for the people behind the game.
Senda Athletics & Fair Trade Certified
More than 15 years ago, Senda Athletics became the first company to produce Fair Trade Certified soccer balls, proving that high-performance sporting equipment can also support workers and their communities.
Through Fair Trade Certified, Senda’s supplier factories have invested in projects that improve everyday life for workers and their families. These projects have included clean water access, school supplies for workers’ children, health education, eye exams, and access to affordable groceries. This year marked another milestone.
In May, Senda launched the world’s first Fair Trade Certified football cleats, expanding its commitment to ethical sourcing and worker well-being. The cleats reached football’s biggest stage when Cabo Verde goalkeeper Josimar Dias, aka Vozinha, wore them during the World Cup. Together, they demonstrated that elite athletic performance and responsible sourcing can go hand in hand.
From the Field to the Fair Fan Zone
On July 11, Fair Trade Los Angeles hosted the World’s First Fair Fan Zone in partnership with Fair Trade Certified™ and Senda Athletics in Southern California. Fans gathered at Watch Me! Sports Bar to watch the quarterfinal match while enjoying interactive experiences including live screen printing, candle making, face painting, henna art, a football skills challenge, a kids’ zone, giveaways, and a Fair Trade marketplace featuring vendors representing 18 countries. Attendees also had the opportunity to win Fair Trade Certified footballs and cleats from Senda Athletics.
As Rebecca Dunn, Executive Director of Fair Trade Los Angeles and host of Fair Talks, shared:
“With the World Cup and Olympic Games coming to Los Angeles, we wanted to demonstrate that Fair Trade has a place in the fan experience. The World’s First Fair Fan Zone proved that people are excited to connect with ethical businesses while celebrating the world’s biggest sporting events.”
The Fair Fan Zone demonstrated how sports can create opportunities for education, connection, and action. It introduced fans to Fair Trade businesses, connected them with certified products, and showed how everyday purchases can support workers and farming communities around the world.
Keeping the Momentum Going
We were proud to see Fair Trade on the World Cup stage, bringing fans together in celebration and community. We’re excited to keep that momentum going.
Whether choosing Fair Trade Certified products, supporting businesses committed to responsible sourcing, or gathering with your community to celebrate the world’s favorite game, every decision helps build a more equitable future.
As Santiago shared during the Fair Talks podcast: “Small decisions matter.”
This year’s World Cup reminded us that football has the power to unite people across cultures and continents. We’re looking forward to creating more opportunities for our community to connect through Fair Trade. Join our online community to stay up to date on upcoming events, stories, and ways to get involved.