With the FIFA World Cup 2026 underway, Seattle organizers have unveiled a new campaign celebrating the region’s LGBTQ+ community and its longstanding commitment to inclusion as the city prepares to welcome visitors from around the world.
The campaign, titled “Welcome to Seattle. This Is How We Pride,” launched May 19 and features more than 50 Washington voices sharing personal reflections on what pride means to them.
Participants in the campaign include athletes, artists, civic leaders, business owners and advocates from across the state. Featured voices include soccer stars Megan Rapinoe and Jess Fishlock, former NBA player Detlef Schrempf, Seattle Mariners broadcaster Dan Wilson, Seattle Storm player Jordan Horston, Seattle Kraken captain Jordan Eberle, former Washington Supreme Court Justice Mary Yu, and Puyallup Tribal Councilmember Annette Bryan, among others.
Built around the prompt, “I Pride by…,” the campaign consists of a series of short-form videos highlighting personal stories and experiences. Organizers say the goal is to showcase authentic expressions of identity while reflecting Seattle’s reputation as a welcoming and inclusive community.
“Seattle has always led with its values, and the World Cup gives us the opportunity to share those values with the entire world,” said Peter Tomozawa, CEO of SeattleFWC26. He described the project as a reflection of a city where belonging is “a lived experience” and an opportunity to demonstrate that visitors from all backgrounds are welcome.
Organizers estimate that Seattle will receive approximately 750,000 visitors during the six World Cup matches at Seattle Stadium, while broadcasts could reach more than two billion viewers worldwide. One of the matches is scheduled during Pride Weekend, creating what local leaders describe as a unique opportunity to highlight Seattle’s support for LGBTQ+ communities on an international stage.
Mayor Katie Wilson said the campaign reflects values that have long been part of Seattle’s identity.
“Seattle’s commitment to LGBTQ+ inclusion is woven into the fabric of this city, in our neighborhoods, our teams, our businesses, and our people,” Wilson said. “Hosting a World Cup match during Pride Weekend is a once-in-a-generation moment, and Seattle is ready to meet it.”
Councilmember Annette Bryan emphasized the importance of visibility and advocacy for LGBTQ+ individuals, noting that every member of the community deserves support and recognition regardless of sexual orientation.
The campaign was created through a collaboration between SeattleFWC26, communications professionals Michi Suzuki and Lisa Willis, and filmmakers Maggie and Lacy Kirkland. The project also features music from Seattle rock band Pearl Jam and local musician Amelia Day.
A public launch event held May 18 at Rough & Tumble Pub in Ballard drew approximately 200 attendees, including many of the campaign participants. The evening included screenings, performances and partnerships with women-owned and LGBTQ+-owned businesses.
Organizers are encouraging residents, businesses and community groups to join the initiative by sharing campaign videos and posting their own responses to the prompt “I Pride by…” using the hashtag #HowWePride.
