Tashkent, Uzbekistan (UzDaily.uz) — FIFA has unveiled the official brand for the 2027 FIFA U-20 World Cup, which will be held in Uzbekistan and Azerbaijan.
The tournament’s slogan, “U Shape The Game”, is intended to inspire young footballers to showcase their talent and leave their mark on the history of the sport.
The brand concept highlights the youth World Cup as a platform where promising players can demonstrate their abilities, gain international experience and make a name for themselves on the global stage.
The official emblem draws on the cultural heritage of Uzbekistan and Azerbaijan. National ornaments and mosaic motifs have been reinterpreted in a contemporary design combining traditional patterns, geometric shapes and vibrant colours.
At the centre of the emblem is a stylised letter “U”, symbolising young footballers’ potential to shape their own futures and influence the development of the game. The colour palette combines blue-green, green, purple and red shades, bringing the two host countries together in a unified visual concept.
FIFA Secretary General Mattias Grafström said that representing one’s country at a World Cup was an important milestone in a young footballer’s career.
The tournament also offers players an opportunity to experience different playing styles, adapt to new environments and compete against some of the strongest players of their age from other countries.
Grafström said FIFA would work with Uzbekistan and Azerbaijan to create the conditions necessary for participants to fulfil their potential and enjoy an unforgettable experience.
Launch events for the brand are planned in the capitals of both countries. As preparations for the tournament progress, the official emblem will be displayed at prominent landmarks in Baku and Tashkent.
Rovshan Najaf, president of the Association of Football Federations of Azerbaijan (AFFA), said the tournament would give young players an opportunity to compete internationally, gain experience and take an important step in their sporting careers. He also expressed confidence that the competition would increase fan interest in football and support the development of young talent.
Ravshan Irmatov, first vice-president of the Uzbekistan Football Association, said hosting the tournament in Uzbekistan and Azerbaijan would strengthen ties between the two countries and attract football fans from around the world.
The 2027 U-20 World Cup will be the 25th edition of the tournament. It will take place in the year marking the 50th anniversary of the first world youth championship, held in Tunisia in 1977.
Over the years, the competition has featured players who went on to become global football stars, including Diego Maradona, Lionel Messi and Erling Haaland.
The 2027 tournament will once again give young players a chance to establish themselves on the international stage while offering fans an opportunity to watch potential future stars of world football.
