The Jumex Museum in Mexico City has launched a major exhibition titled "Football & Art: A Shared Emotion," timed to coincide with the city's role as a host for the 2026 FIFA World Cup. Curated by Guillermo Santamarina, the show features a diverse array of media including sculpture, photography, and commissioned installations from renowned artists such as Jeff Koons, Graciela Iturbide, and Marta Minujín. Notable works include a sculptural installation by the collective Tercerunquinto using salvaged seats from the Azteca Stadium and an embroidered piece by Sofía Echeverri honoring the 1971 Mexico Women’s National Team.
This exhibition is significant for its attempt to bridge the perceived gap between "highbrow" contemporary art and the mass appeal of global soccer. By framing the sport as a universal language, the museum explores complex sociopolitical themes such as gender inequality, national identity, and collective memory. It positions the soccer pitch as a space for critical thought and creative expression, utilizing the cultural momentum of the World Cup to engage a broader public audience with contemporary art practices.