World Cup 2026: Maple, Zayu and Clutch as digital heroes
Playable mascots for youth: How FIFA is combining three identities for the 2026 World Cup.
FIFA has revealed the trio for the 2026 World Cup: Maple the Moose, Zayu the Jaguar and Clutch the Eagle. These characters mark a strategic move as they will be playable in video games for the first time to directly appeal to younger audiences. Maple represents Canada, Zayu represents Mexico and Clutch represents the USA.
Each mascot is designed to reflect the specific culture and identity of each host country. The decision to use these characters not just as advertising figures, but as active avatars in digital media underlines the change in FIFA's marketing. The tournament will take place in three countries for the first time, presenting a complex branding challenge.
