Campaignleveragesthe power of sport to educate, equip, and mobilise the public worldwide to recognisehuman traffickingsigns, dispelmyths and equip everyone withthe tools to access support
, /PRNewswire/ –It’sa Penalty today announcedtheroster of global and local partnerships and sports ambassadors confirmed toparticipatesofarinits most ambitious and far-reaching campaign in the organisation’s history,taking placeahead of theworld’s biggest soccertournament. Spanning three host nations and multiple sectors across travel, hospitality, transportation and media, the campaign is projected to surpass the organisation’s average global reach and engage millions worldwide.The campaign will unite leading global corporations,non-governmental organisations (NGOs), and professional soccer players to raise awareness of human trafficking, a crime affecting an estimated 50 million people worldwide, with a third being children. Additionalpartners and ambassadors will be announced in the coming months. Organisations interested in joining the campaign can reach out toPhilippa King at [emailprotected].
Human traffickingremainsone of the world’s fastest-growing criminal activities. Major sporting events, while not thecauseof trafficking, can magnify existing vulnerabilities, increase opportunities for exploitation, and highlightgaps in protectionparticularly faced by migrants, youth, and marginalized communities. Harnessing the international reach of the2026global soccer championship,It’sa Penalty aims to ensure that millions of fans, travellers, and local communities have access to vital information and tools to protect themselves and others.
TheIt’sa PenaltyHuman Trafficking PreventionCampaign runningahead of, andduring,the global soccer eventwill officially launch later in2026, with activities across airports, airlines, hotels, accommodation providers,transportation networks, media platforms, and fan venues throughout the 2026 host citiesspanning three countries (U.S., Mexico, and Canada). Awareness tools will include educational videos, reporting mechanisms, public myth-busting, training for frontline staff, and resources for fans, travellersand thegeneral public.
QUOTES
“The World Cup is one of the most powerful global moments to unite people behind a single purpose.By partnering with leading global brands and championing the voices of international athletes, our campaign will equip millions with the knowledge needed to recognise and report exploitation.Together, we are building a world where major events leave a legacy of protection, not vulnerability.”–Sarah de Carvalho, CEO,It’sa Penalty
“American Airlines has long partnered with law enforcement and non-profit organizations to help fight human trafficking, and we are proud to continue that work by joiningIt’sa Penalty’s largest ever Human Trafficking Prevention Campaign. We stand ready to help raise awareness around thisimportant issue.”—JillBlickstein, Vice President of Sustainability, American Airlines
“Human trafficking demands action from the hospitality industry. Through our partnership withIt’sa Penalty,we’reequipping accommodation partners across the US,Canadaand Mexico with practical tools to recognize and respond to exploitation. Our reach and close relationships with partners allow us to ensure this critical message reaches the frontline teams who can make a difference.”–Betsy Steckler, Regional Director of Partner Services in North America, Booking.com
“At Uber, safety is core to how weoperate, and human trafficking is a year-round issue that often goes unseen. Major events like the FIFA World Cup create an important moment to raise awareness and challenge myths. Through our partnership withIt’sa Penalty,we’rehelping drivers, riders, and communities recognize the signs of exploitation and respond safely.” —Meghan Casserly, Director of Public Policy, Safety and Accessibility, Uber
“We are committed to helping advance the global fight against human trafficking and exploitation. Combating these crimes requires worldwide, collective action. Through partnerships with experts, we equip our hosts, guests, and frontline teams with the training and tools to help recognize potential exploitation and put survivors first. As the FIFA World Cup brings millions of people together,we’reproud to again stand withIt’sa Penalty to help create more vigilant, informed communities.” ––Roger Kaiser, Vice President of Fraud & Safety Operations at Airbnb
“Every day the public learns more about the crisis of trafficking, and those of us in the gaming and hospitality industries must constantly evolve our actions to tackle this problem. As a partnerIt’sa Penalty helps global companies advance collective efforts to recognize warning signs and work with communities and law enforcement to disrupt human trafficking. Together we can make sure the World Cup leaves a positive andlasting legacyin every host community.” — Paul Pellizzari, Vice President, Global Social Responsibility, Hard Rock International & Seminole Gaming
“TheIt’sa Penalty team is relentless in their work to not only prevent exploitation but to also educate the public on the signs of trafficking. As a media partner helping to build awareness around these signs and prevention measures across the country,we’re grateful for organizations likeIt’sa Penalty for the work they do to help save lives.”–Debbie Cerrito,SeniorVice President, Business Development, iHeartMedia
Global Partners
It’sa Penalty is proud to announce a coalition of global partners committed to raising awareness, distributing educational materials, and amplifying the campaign’s message across travel, hospitality, and entertainment sectors. These organisations will support the campaign by providing training resources to staff, sharing awareness materials with customers, and helpingdisseminatethe campaign’s 30-second ambassador film.
- American Airlines
- Booking.com
- Uber
- Airbnb
Country Partners
- Hard Rock (United States and Mexico)
- iHeartMedia & iHeartImpact (United States)
- IHG Hotels & Resorts (United States)
LocalPartnerships Across North America
In addition to global partners,It’sa Penalty works with localNGO’sto help contextualise the campaign in each city.Local and regional collaborators will play an essential role in ensuring the campaign reaches communities in theUnited States, Mexico, and Canada, where the 2026globaltournamentwill be hosted.These organisations, alongside partnerships with airports and digital media companies, will support localised awareness tools, community engagement, and survivor-centred advocacy during the tournament build-up.
- City of Atlanta (United States)
- Office of Miami-Dade State Attorney (United States)
- WellspringLiving(United States)
- New Jersey Coalition Against Human Trafficking (NJCAHT)(United States)
- The Women’s Fund Miami Dade (United States)
- Ally Global Foundation(Canada)
- Fin deL’Esclavitud(Mexico)
- EducandoenRed (Mexico)
- Te Protejo México (Mexico)
- Agape(Mexico)
- Anthus(Mexico)
- ElPozo de Vida (Mexico)
ParticipatingAirlines
- British Airways
- Emirates
InternationalSoccerAmbassadors
It’sa Penalty is honoured to welcomethree world-recognisedsoccerfigures as global ambassadors for the campaignso far. Each ambassador will appear on campaign materials such as posters and billboards and in the 30-second awareness film, reaching millions of travellers through airline partners, digital platforms, and partner networks. Their collective influence spans North America, Europe, and Latin America – key hosting and viewing regions for thetournament.
- Tim Weah (United States)
- César Azpilicueta (Spain)
- Oribe Peralta (Mexico)
Visitwww.Itsapenalty.orgto learnmore, andstay tuned for further announcements on the It’s a Penalty 2026 HumanTrafficking Prevention Campaign.
AboutIt’sa Penalty
It’sa Penalty runs global awareness campaigns during major sporting events, reaching an average of180 million people per campaign, in partnership with sports ambassadors, the travel, hospitality and tourism sector, law enforcement, NGOs and government bodies. Alongside these campaigns, we work with businesses through specialistconsultancy and trainingtoidentifyand mitigate modern slavery risks, strengthen supply chain practices, and lead in preventing exploitation.We also leadCommonProtect, our advocacy programme driving legal reform and systems change across the Commonwealth to protect children from sexual exploitation and abuse (CSEA). Through education, training, awareness and targeted interventions, we collaborate with governments, businesses and communities to reduce harm and move towards a world free from exploitation and abuse.
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