The 2026 World Cup final at New Jersey’s MetLife Stadium on 19 July will break with a century of tradition, as football’s showpiece match pauses for an 11-minute halftime extravaganza. Curated by Coldplay’s Chris Martin, the performance will feature a global pop coalition: Shakira, Justin Bieber, Madonna, BTS, and Nigerian star Burna Boy, alongside the Venezuelan conductor Gustavo Dudamel and a New York primary school choir. The event, organised in partnership with the anti-poverty movement Global Citizen, aims to raise $100 million for children’s education and football projects worldwide.

Simultaneously, the commercial machinery around the tournament is on full display. Christie’s in New York has announced a week-long online auction beginning 22 July, offering the very ball used in the final, as well as the yellow crop top and trousers Shakira wore in the music video for “Dai Dai”, the official World Cup song. The Colombian singer’s outfit from the halftime show itself will also go under the hammer, alongside signed jerseys from Lionel Messi and the United States men’s team. Proceeds will flow to the same FIFA Global Citizen Education Fund, linking the spectacle directly to its charitable aims.

Yet the initiatives have not been universally embraced. Viewed from European football circles, the introduction of a Super Bowl-style halftime show and the auction of luxury memorabilia have intensified a long-running debate about the sport’s accelerating commercialisation. Online criticism flared after FIFA announced that Louis Vuitton would supply a custom-made trophy case for the final, a partnership that extends a relationship dating back to 2010. For traditionalists, the fusion of high fashion and the sport’s most sacred object symbolises a shift away from the game’s working-class roots.

On the pitch, the tournament is reaching its climax. The first semi-final pits France against Spain, while England face Argentina in the other last-four tie. The final at the 82,500-capacity MetLife Stadium will be the culmination of a tournament that opened in Mexico and has been framed by FIFA as a celebration of football’s unifying power. Shakira, who performed the official song at the opening ceremony, described the event as a moment where her twin passions for music and education converge.

The halftime show, strictly limited to 15 minutes including setup, will be followed by the trophy presentation, with US President Donald Trump expected to hand the prize to the winners. The auction, meanwhile, will open three days after the final, offering fans a chance to own a piece of a World Cup that has already made history before a ball is kicked in the title match.