June 13 – Concacaf’s ‘This is Ours’ campaign will hit the ground running with a promotional blitz spanning television, digital platforms and stadium display, built around themes of unity and regional pride. It’s slick packaging for a competition that continues to capture the imagination of the region.
“This is an important and fulfilling moment for Concacaf, to launch a Gold Cup campaign so uniquely embedded in the harmony and buzz that the sport and this amazing tournament creates across the region,” declared general secretary Philippe Moggio.
“The campaign really drives home the passion of the tournament and, as we enter the quarter finals, the drama will undoubtedly reach new and higher levels once we kick-off on June 14.”
The tournament brings together 15 regional qualifiers alongside invited guest Saudi Arabia – a curious addition but one that underlines the importance of competitive matches in a high-stakes tournament format.
Spread across 14 stadiums in 11 host cities, the Gold Cup maintains its traditional format: group stage from June 14-24, with knockout rounds culminating in Houston’s NRG Stadium final on July 6. It’s the 18th edition since 1991, arriving less than a year before the 2026 World Cup provides the region with genuine global significance.
The campaign’s emphasis on unity and community spirit feels particularly relevant in the light of the continued protest against U.S. President, Donald Trump, brazen attacks on immigrants who make up a substantial percentage of supporters of the competing teams.
Moggio speaks of “drama reaching new levels,” and with the tournament marking its 18th edition and the last opportunity for World Cup hosts, Mexico, Canada and the U.S to compete in meaningful competition, drama, will be in evidence as minnows aim to shock the big fish of the region.
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