Los Angeles targets UK fans as it kicks off World Cup campaign

Los Angeles Tourism kicked off a spring global advertising campaign yesterday (January 28) at Waterloo Station in London, inviting fans to ‘Start Your World Cup Experience in LA’.

Commuters watched world champion football freestyler Andrew Henderson perform against the backdrop of the advertising campaign for LA, which is a Fifa World Cup 2026 host city.

In addition to the giant ‘Waterloo Motion’ LED screen, the sports-driven campaign will appear across the UK on social media, online ads, out-of-home, and video-on-demand platforms over the next 10 weeks.

Francine Sheridan, Europe and Middle East regional vice-president at Los Angeles Tourism, said: “Our new campaign aims to inspire clients to kick off their World Cup experience in LA, and we’re confident our investment will result in an increase in bookings for the travel trade.

“The whole city will be buzzing with World Cup energy this summer, making it an amazing chance to experience the fan zones and watch football history unfold in the sports capital of the world.”

Football freestyler Andrew Henderson added: “LA is an amazing city where you can explore iconic neighbourhoods or relax on the beach in the morning, then cheer on a World Cup match in the state-of-the-art SoFi Stadium in the afternoon.”

Visitors can explore LA’s soccer community with clubs such as LAFC, LA Galaxy, and Angel City FC, as well as the city’s dining, museums, nightlife and entertainment.

There will be fan zones in several neighbourhoods which will offer extended viewing opportunities and interactive experiences around the greater Los Angeles region.

Fan zone locations including The Original Farmers Market (June 18-21), Heart of the City: Union Station & LA Plaza de Cultura y Artes (June 25-28), Venice Beach (July 11) and West Harbor (July 14-15 and 18-19).

The city is also host to other international sporting events, from NBA All‑Star Weekend and the US Women’s Open Championship, to Super Bowl LXI and the 2028 Olympic and Paralympic Games.

A multilingual World Cup hub at has been created at DiscoverLA.com/FIFAWorldCupLA.