FIFA has today unveiled the Official Brand for the FIFA U-20 World Cup 2027™, inviting the next generation of football stars to write their own history in Azerbaijan and Uzbekistan. With “U Shape The Game” as its Official Slogan, the brand puts young players and the fans who follow their journey at the heart of the tournament.

Addressing players and fans directly, “U Shape The Game” captures the sense of possibility that defines the FIFA U-20 World Cup – an opportunity to make a breakthrough, forge new connections and help shape the game’s future.

Drawing on the heritage of Azerbaijan and Uzbekistan, the tournament’s visual identity takes inspiration from local tiles and mosaics, reimagining these traditional elements through contemporary patterns, colours and gradients designed to resonate with a new generation.

The Official Emblem features a bold and distinctive U, reflecting the potential of young footballers to shape the game’s future and placing players and fans at the heart of the tournament. The U20 shapes of the emblem also form the basis of an energetic pattern that extends across the tournament’s Official Look.

A vibrant palette of teal, green, purple and red, enhanced by dynamic gradients, completes the visual identity, bringing the two host countries together under a shared tournament brand.

FIFA Secretary General Mattias Grafström said: “For these young players, representing their country at a FIFA World Cup is an achievement they will carry with them throughout their careers. It is also a challenge – facing different styles of football, adapting to new surroundings and competing against the best of their generation. “U Shape The Game“ speaks directly to them: this is their stage to make their mark.

“Together with our co-hosts Azerbaijan and Uzbekistan, whom I thank for their excellent cooperation, we want to give them the support to perform at their best at the FIFA U-20 World Cup 2027, and an experience that stays with them long after the final whistle.”

The launch celebrations will extend across both host capitals later today, with prominent landmarks in Baku and Tashkent set to display the Official Emblem as preparations for the tournament gather momentum.

AFFA President Rovshan Najaf said: “The FIFA U-20 World Cup 2027 provides an important opportunity for young footballers from different countries to showcase their talent, gain valuable international experience, and take an important step forward in their careers. We believe that, beyond being a high-level sporting competition, the tournament will serve as an important platform for the development of young players and for further enhancing fan engagement.”

Uzbekistan Football Association First Vice-President Ravshan Irmatov said: “The FIFA U-20 World Cup 2027 provides young footballers with a great opportunity to showcase their talent on the international stage, gain valuable experience, and take the next step in their professional careers.

“We believe that the FIFA U-20 World Cup 2027, to be hosted by Uzbekistan and our brotherly nation of Azerbaijan, will further strengthen the ties between our countries and earn the recognition and appreciation of football fans around the world.”

The FIFA U-20 World Cup 2027 will be the 25th edition of the competition, marking 50 years since the inaugural tournament in Tunisia in 1977. Diego Maradona, Lionel Messi and Erling Haaland are among the players who have graced the event, whose next chapter will offer a new generation the chance to make their mark and fans the opportunity to discover tomorrow’s stars.

Fans interested in attending the FIFA U-20 World Cup 2027™ can register their interest at FIFA.com/tickets to receive information about ticket sales.