The Sweetest Moment of the World Cup Is This Pregame Tradition
Our take
The World Cup’s arrival, signaled by the imminent 2026 tournament, brings with it a familiar wave of excitement—and for many, a deeply cherished tradition. Beyond the high-stakes matches and global fanfare, the pregame ritual of players escorting children onto the field is a moment of quiet beauty and profound symbolism. It’s a tradition that transcends the sport itself, touching on themes of legacy, mentorship, and the passing of the torch. The visual impact is undeniable—the vibrant jerseys of seasoned professionals juxtaposed against the wide-eyed wonder of young fans—but the emotional resonance is what truly elevates this moment. As we gear up for the next iteration, it’s worth reflecting on why this seemingly simple gesture has become such a beloved staple of the World Cup experience, especially as the fashion world anticipates the event with collaborations like These New Fashion Collaborations Are Already Winning the 2026 FIFA World Cup. The ritual speaks to a deeper cultural understanding of sport as not just competition, but as a source of inspiration and connection across generations.
This tradition isn't merely a feel-good moment; it actively shapes the narrative of the World Cup. It softens the often-intense atmosphere, reminding audiences of the human element within the game. The children, representing the future of the sport, are placed centrally within this narrative, acknowledging the importance of nurturing young talent and fostering a love for the game. It's a visual representation of the cyclical nature of excellence—the current stars inspiring the next generation. Furthermore, the intentionality behind choosing these children, often from local communities or with personal stories of resilience, adds another layer of depth. It's a subtle yet powerful way to humanize the athletes and connect the tournament to the broader world. Understanding how these narratives are carefully crafted is becoming increasingly important in the influencer landscape, as seen in articles like Influencer Facts (No one told you!), which highlights the meticulous planning and strategy behind even seemingly spontaneous moments.
The increasing scrutiny and professionalism surrounding influencer marketing and brand partnerships has undoubtedly impacted how these moments are perceived and managed. While the tradition itself remains authentic, the awareness of its potential for brand storytelling and emotional engagement is heightened. Players are acutely aware that their actions, particularly these public displays of connection, are being documented and shared globally. This doesn't inherently diminish the sincerity of the gesture, but it does add a layer of complexity. It raises questions about authenticity and the potential for manufactured sentimentality, a concern that savvy influencers also navigate when assessing deals, as explored in How Do You Spot Red Flags in Brand Deal Emails as an Influencer?. The challenge lies in preserving the genuine emotional impact of the tradition while acknowledging its role within the larger ecosystem of sports marketing.
Looking ahead to the 2026 World Cup, it will be fascinating to observe how this pregame ritual evolves alongside the ever-changing landscape of sports media and fan engagement. Will the emphasis on visual storytelling and social media amplify its emotional impact, or will it become over-saturated and lose some of its inherent charm? The tradition's enduring appeal rests on its ability to tap into universal human emotions—joy, hope, and the desire for connection. Ultimately, the success of this ritual, and indeed the entire World Cup experience, will depend on its ability to balance spectacle with sincerity, competition with community, and the present with the promise of the future. What new narratives will emerge from this tradition as the game continues to globalize and connect with diverse audiences worldwide?
The World Cup 2026 is officially here, which means it's time for my favorite pregame ritual. If you've ever watched the opening ceremonies of a soccer match, you've probably noticed this sweet detail: the players always walk onto the field holding the hands of kids, who are dressed like an adorable little squad themselves. Or maybe you've seen one of the many videos that's gone viral, featuring a cute moment between a young fan and a soccer hero as they stand together on the field. Regardless, it always makes me tear up. There's something incredibly pure and heartwarming about watching the younger generation escort their heroes and role models onto the biggest global stage.
But how did the longstanding tradition responsible for cleaning me out of Kleenex even begin? It's rarely explained during international tournaments such as the World Cup or the Euros, but we did some digging to find out.
The children who walk out with the players are called "player escorts" or "mascot children," and they've been part of soccer games for well over 20 years now. One of the earliest photos of children walking as mascots was published in the Liverpool Echo after a November 1996 match between Liverpool and Everton. Beginning around 2000, the practice as it is today began: one escort for each player, rather than just one or two per team.
Early on, the practice of having children escort the players doubled as a way to raise awareness for charitable causes. Ahead of the 2002 FIFA World Cup, FIFA and UNICEF partnered on a program called Say Yes For Children, which aimed "to promote and protect the right of all children to healthy recreation and quality primary education," according to a 2002 UNICEF press release. The statement continued: "Children are being given a prime role at each match, accompanying each player onto the pitch in a symbolic action reminding football enthusiasts that they have a major role to play in building a world fit for children."
Starting in 2002, McDonald's became a key sponsor of the mascot program at the World Cup and European Championships, offering parents and children a chance to enter a sweepstakes to win one of those coveted spots. In 2014, McDonald's reportedly sent 1,400 kids from 70 different countries to the World Cup in Brazil, according to ABC News.
At the 2023 FIFA Women's World Cup in Australia and New Zealand, sponsor Commonwealth Bank created the CommBank FIFA Women's World Cup 2023 Player Escort Programm. Through the program, a total of 1,500 children between the ages of 6 and 10 accompanied players onto the pitch before matches throughout the tournament.
In other cases, however, being a mascot might be as simple as paying the price tag. A 2018 investigation by The Guardian revealed that a large number of Premier League teams often charge between £150 and £600 for kids to be escorts at a match. The "mascot packages" often include more than just a place as a mascot — kids are also given gear, autographs, or other swag — but the practice has drawn criticism for excluding kids from less affluent backgrounds.
This year, FIFA partners Quaker and Common Goal are facilitating the player escort program, using the opportunity to build awareness around daily nutrition for families and communities. After completing more than eight hours of educational programming focused on nutrition and wellbeing, 1,738 young people from underserved communities were chosen to "step onto soccer's biggest stage," per Common Goal.
"For many of these young people, this will be far more than a walk onto the pitch. It is a moment of recognition, belonging, and possibility on the biggest stage in football," said Mary Connor, Common Goal CEO. And for audiences, it's a reminder that there's more to soccer (or any sport) than the outcome of the game.
— Additional reporting by Alexis Jones
Amanda Prahl is a freelance writer, playwright/lyricist, dramaturg, teacher, and copywriter/editor. Amanda has also contributed to Slate, Bustle, Mic, The Mary Sue, and others. Alexis Jones is the section lead of the health and fitness verticals at Popsugar, overseeing coverage across the website, social media, and newsletters. In her seven-plus years of editorial experience, Alexis has developed passions for and expertise in mental health, women's health and fitness, racial and ethnic disparities in healthcare, and chronic conditions. Prior to joining PS, she was the senior editor at Health magazine. Her other bylines can be found at Women's Health, Prevention, Marie Claire, and more. 46214189Read on the original site
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