Maple, Zayu und Clutch: Drei Maskottchen für eine Rekord-WM

22.05.2026 08:05 WC 2026

With Maple, Zayu and Clutch, FIFA has presented a mascot trio for the 2026 World Cup for only the second time – and has written a piece of marketing history in the process. The reason is obvious: the mega-event is taking place in three countries for the first time, in Canada, Mexico and the United States. Each host nation gets its own animal identification figure. Maple, the moose from Canada, takes on the role of goalkeeper. His name plays on the iconic maple leaf of the Canadian flag, and FIFA describes his character as down-to-earth, friendly and team-oriented. Zayu, the jaguar, represents Mexico and takes on the role of striker. The jaguar has been considered a symbol of strength, courage and spiritual significance in Mexican culture since the times of the Aztecs and Mayas – a deliberate connection of sport and cultural heritage. Clutch, the bald eagle from the USA, takes over the midfield. His name is an allusion to the omnipresent term in US sports of "clutch performance" – the ability to deliver in decisive moments. The premiere of the three figures took place with an elaborate campaign that was rolled out simultaneously on social media channels, streaming platforms and traditional TV. Animated short films show the trio training together, traveling between host cities and in humorous everyday scenes. In doing so, FIFA is deliberately targeting a younger audience: children and teenagers are meant to identify emotionally with the characters long before the kickoff in summer 2026. From a marketing perspective, the concept is highly interesting. While previous mascots like Naranjito (1982), Goleo (2006) or La'eeb (2022) were individual ambassadors each, a trio opens up completely new possibilities: merchandising in three variations, regionally different campaigns and targeted appeals to respective home markets. Industry experts expect record sales in plush toys, jerseys, school supplies and digital collectibles. In the first weeks after the presentation, the official FIFA stores reportedly registered a sharp increase in sales figures. The sporting presentation of the mascot roles is also cleverly chosen. Goalkeeper, midfielder and striker – together, Maple, Zayu and Clutch form a symbolic mini-team that stands for the cooperation of the three host nations. This message of cooperation is not insignificant politically, especially at a time when relations between the USA, Mexico and Canada are repeatedly subject to tensions. FIFA is thus using the trio as a diplomatic signal as well. Sportingly, all three hosts have reason to hope for a successful home World Cup. Canada wants to take the next step after their debut in Qatar in 2022 and reach the knockout round for the first time. Mexico traditionally counts among the strong CONCACAF representatives and dreams of advancing beyond the round of 16. The USA, in turn, are going into the tournament with a talented generation and enormous home advantage. Whether Maple, Zayu and Clutch ultimately become icons like Naranjito once was or World Cup Willie the lion from 1966 remains to be seen. But one thing is clear now: with their appearance, the three animals have opened the curtain for the greatest World Cup of all time – and have written a new chapter in sports marketing.