Despite Italy's absence from the field, the nation is making its mark on the upcoming World Cup. Balich Wonder Studio (BWS), based in Milan, will direct the opening ceremonies in three different countries for the first time. BWS, part of Banijay Entertainment, was chosen by FIFA to organize the opening event at the Azteca Stadium in Mexico City on June 11, as well as synchronized ceremonies the following day in Los Angeles and Toronto. The ceremonies will encompass the three host nations: Mexico, the USA, and Canada.

BWS has extensive experience, including organizing the opening and closing ceremonies of the 2022 World Cup in Qatar and working on 16 Olympic and Paralympic events and multiple global events, including the recent Winter Olympics held in Italy. "This will be a World Cup of innovations: three ceremonies in three different countries, 48 teams instead of 32, and for the first time, a creative studio handling both the Winter Olympics in Milano-Cortina 2026 and the World Cup in the same year," said Marco Balich, founder of BWS, in an interview with Reuters.

The ceremony in Mexico City will begin at 11:30 local time. The following day, similar ceremonies will be held in Los Angeles and Toronto at 13:30. Each event, lasting 30 minutes plus 15 minutes for protocol, will be linked by a shared creative concept that reinterprets the tournament through the lens of local cultures. Unlike the Olympics, where opening ceremonies include parades of athletes from competing nations, the World Cup events will be shorter and more streamlined, with matches taking place shortly after on the same venue.

The ceremonies will feature artists from around the world, including Katy Perry, Alanis Morissette, Future, Anita, Rema and Tiyla, Lisa, and Michael Bublé. Shakira is expected to perform the official World Cup song. Despite the absence of large-scale lighting or projection effects, the format of three nations presents new challenges. "The challenge is to conduct one event in three places effectively. Creating the right energy while respecting the identity of each country is crucial," explained Balich. The project has been in development for 18 months in Milan, with a core team of about 30 people, and approximately 300 workers in each of the three host countries, totaling around 900 people. "The costs covered by FIFA are not disclosed, but this is a significant investment," added the head of BWS.

For Italy, which has been absent from the tournament for a third consecutive time due to its failure to qualify, the studio's role ensures a presence on the biggest football stage – albeit this time behind the scenes.