Soccer Chants: The Sonic Brands of World Cup 2026
Whether you call it soccer or football, there is no denying the excitement around this summer’s World Cup! And while everyone is playing the same basic game on the field, there is a distinct style of play for every country – from the tiki-taka passing of Spain and Argentina, to the speed and precision of Japan, the fluid ‘total football’ of the Dutch, the physicality and possession of England and Germany, and the grit and high tempo of the US. Each country has a distinct brand, and that identity extends to fans as well, especially when it comes to sound.
Audio plays a major role in the World Cup from broadcasts to the fan experience. Just recently, Madonna, Shakira, and BTS were confirmed to perform at the halftime show of the Cup Final. Each tournament even has an official soundtrack selected by FIFA (soccer’s global governing body) which represents the spirit of the global competition. Popular tracks include: “La Copa de la Vida“ by Ricky Martin for France 2002, “We Are One (Ole Ola)” by Pitbull for Brazil 2014; and this year’s anthem, “Dai Dai” by Shakira.
Perhaps one of the most powerful ways in which audio influences the tournament, however, is through crowd chants – sonic signatures that can instantly identify a nation and bond fans.
Music Forms a Collective Identity
While they likely evolved from ancient battle cries, soccer crowd chants as we know them today are thought to have originated in Britain during the 1880’s as a way for fans to show collective support of their team. What began as repetitive shouts evolved into variations of popular songs of the day. It is believed that English soccer club Norwich City was the first to have a club-specific chant with “On The Ball, City.”
Although chants began popping up at the club level in the late 1800’s, it wasn’t until the mid-1900’s that national team supporters widely adopted them. Travel costs and limitations had long prevented large groups of fans from following their teams abroad. As travel became more accessible, supporters increasingly arrived in force – and with a strong desire to cheer in unison. Chants not only created a collective show of support, but also gave fans a shared sense of identity and purpose during a match: the louder they sing, the more energy their team feels, and the more pressure their opponents face.
Why Chanting?
Chanting at soccer games goes beyond a mere desire to sing or yell – it taps into fundamental aspects of sociology, collective identity, and our need for belonging. When thousands of fans sing in unison they are participating in a shared emotional experience.
Researchers have found that collective musical experiences can strengthen social bonds and increase feelings of connection between individuals. This is because singing with others releases dopamine and oxytocin – often referred to as the “bonding hormone” – while also reducing stress and stimulating feelings of trust [Source: National Library of Medicine]. Scientists believe these shared musical rituals date back thousands of years, when synchronized chanting and drumming helped to reinforce group identity among early communities.
In a modern stadium, these same sociological dynamics are still at work. A chant transforms tens of thousands of strangers into a unified collective with a common emotional purpose. Add to the equation a high-stakes national team match, and these emotions become even more amplified.
Soccer Chants as Sonic Brands
While various soccer chants carry similar musical themes, each country has a distinct style and message. Here are a few to get you ready for World Cup 2026:
Argentina: “Vamos, Vamos Argentina”
Style: Percussive March
Message: Let’s go Argentina, we’re going to win!
England: “Three Lions”
Style: Britpop / Pub-Singalong
Message: Football’s coming home / the trophy is coming home to its English roots.
United States: “I Believe That We Will Win”
Style: Chant / Mantra
Message: I (collective) believe the US will win!
France: “Allez Les Bleus”
Style: French Pop / Chant
Message: Bring the cup home, come on Blues, come on!
Mexico: “Cielito Lindo”
Style: Mexican folk song
Message: Sing and don’t cry, because singing makes the hearts happy
Netherlands: “Links Rechts”
Style: Bavarian folk / Dance
Message: To the left, to the right / Everyone together celebrating the moment
Brazil: “Eu Sou Brasileiro”
Style: Samba-Reggae / Chant
Message: I am Brazilian, with much pride, with much love!
While new chants are continually added, each country has a core that remains consistent. Over time, these have become emotional shortcuts – instantly triggering feelings of pride, excitement, and belonging among fans.
This is the power of sonic branding.
The world’s biggest soccer nations show that sound does more than entertain; it creates emotional connection and unifies people around a shared experience. The same principle applies to brands. A sonic identity can communicate personality and build emotional resonance even without the presence of other brand assets – though when audio and visual branding work together, the impact becomes even more powerful.
If sound can create this level of passion and belonging for soccer teams, imagine what it can do for your brand.
Speaking of soccer chants, SAM was recently tasked with using several of the world’s most iconic cheers as part of the show theme for CNN World Sport. Check it out: