Campaign rallies cities, multinational firms, NGOs, and elite athletes to inform, prepare, and activate millions across the globe

/PRNewswire/ -- It's a Penalty has introduced a pioneering global initiative to halt human trafficking in the run-up to the 2026 FIFA World Cup, forging alliances with top cities, international companies, non-governmental organizations (NGOs), and athlete representatives from the three host countries. This marks the group's most sweeping endeavor yet, set to involve millions around the world.

Extending across the United States, Mexico, and Canada, the drive targets vital areas like municipal and regional authorities, tourism, athletics, lodging, transit, and broadcasting. Drawing on soccer's power to connect people, It's a Penalty intends to heighten consciousness, build grassroots momentum, and arm at-risk groups, everyday citizens, and essential workers with skills to detect trafficking cues, gain knowledge, and obtain support.

Human trafficking ranks as one of the planet's swiftest-rising crimes, ensnaring about 50 million victims worldwide - roughly one-third children. While large-scale sports gatherings do not spark trafficking on their own, they can spike demand, overburden safeguards, and intensify perils for immigrants, women and girls, youth, and disadvantaged populations.

To counter these dangers, the campaign offers hands-on, survivor-focused resources such as instructional videos, outreach materials, alert systems, worker training programs, and specialized guides for supporters, visitors, and neighborhoods.

The effort assembles global enterprises, NGOs, and prominent soccer figures like Tim Weah (United States), César Azpilicueta (Spain), and Oribe Peralta (Mexico) to boost visibility and direct people to critical tools. With a history of touching over 180 million in just one host city, It's a Penalty is amplifying its influence nationwide through ties with local authorities and community groups.

The program debuts in May 2026, with media kickoffs in ten host cities: Miami, New Jersey/New York, Atlanta, Boston, Los Angeles and Kansas City in the United States; Vancouver in Canada; and Mexico City, Monterrey, and Guadalajara in Mexico. It will further span San Francisco in the United States and Toronto in Canada.

"The World Cup stands as a premier global occasion to rally behind a shared mission. Teaming with top brands and elevating athlete perspectives, our drive will furnish millions with vital insights to spot and thwart abuse. Collectively, we are crafting a legacy of safety rather than susceptibility for big events." - Sarah de Carvalho MBE, CEO, It's a Penalty

"Being selected by the 2026 FIFA World Cup Miami Host Committee to spearhead the anti-human trafficking outreach was a profound honor carrying immense duty. My task force and I have embraced this alongside local, state, and federal allies. Teamwork is crucial to triumphing over this modern slavery. We welcome 'It's a Penalty' and back their targeted media push, including our round-the-clock rapid response line." - Katherine Fernandez Rundle, State Attorney, Miami-Dade County

"At Fin de la Esclavitud, we hold that robust alliances are vital to battling one of the world's fastest crimes. In the last 18 months, we have collaborated with It's a Penalty and fellow civil groups in Mexico for one aim: upholding survivors' rights and shielding the vulnerable. Eradicating trafficking requires every sector and person's dedication to elevate silenced voices." - Diana Flores, President, Fin de la Esclavitud, Mexico

"As a survivor once detained at a major sports event while my exploiters escaped, I understand how victims get misjudged, ignored, and penalized over protected. That's why this matters. Trafficking predates events, but massive ones amplify risks and enable abuse in view. This alliance shifts the story, uniting survivors, officials, police, firms, and locals so knowledge sparks deeds. The true offenders are traffickers and purchasers gaining from agony, not the exploited. If it aids one person in being spotted, safeguarded, or trusted over charged, its impact outshines the match." - Gina Cavallo, Survivor Consultant and Vice President, New Jersey Coalition Against Human Trafficking

Further quotes are available upon request.

Global Partners

American Airlines
Booking.com
Uber
Airbnb

Country Partners

Hard Rock (United States and Mexico)
iHeartMedia & iHeartImpact (United States)
IHG Hotels & Resorts (United States)

Local Partnerships Across North America
In addition to global allies, It's a Penalty teams with regional NGOs to tailor the campaign locally. These groups, plus airport and digital media ties, will drive customized outreach, public involvement, and survivor-led efforts in the lead-up to the tournament in the United States, Mexico, and Canada.

City of Atlanta (United States)
Atlanta Alliance Against Trafficking
The State of New Jersey Department of Law and Public Safety (United States)
The State of New Jersey Department of the Treasury (United States)
Massachusetts Executive Office on Public Safety and Security (United States)
Office of Miami-Dade State Attorney (United States)
Missouri Attorney General's Office (United States)
Missouri Department of Transport (United States)
Wellspring Living (United States)
Saving Innocence (United States)
LA Regional Human Trafficking Task Force (United States)
New Jersey Coalition Against Human Trafficking (NJCAHT) (United States)
The Women's Fund Miami Dade (United States)
Ally Global Foundation (Canada)
Fin de la Esclavitud (Mexico)
Educando en Red (Mexico)
Agape (Mexico)
Anthus (Mexico)
El Pozo de Vida (Mexico)
United Nations Office on Drugs and Crime (UNODC)
Fundación Libera México
Consejo Ciudadano para la Seguridad y Justicia de la Ciudad de México
A21 (Mexico)
Government of Jalisco (México)
City of Zapopan, Jalisco (Mexico)
Pacific Airport Group (Mexico)
Expo Guadalajara (Mexico)
University Tecnológico de Monterrey (Mexico)
Government of Nuevo León (Mexico)
City of Guadalupe, Nuevo León (Mexico)
DIF Guadalupe, Nuevo León (Mexico)
Metrorrey, Nuevo León (Mexico)
Mobibus Transportes (México)
Instituto de Educación Socioemocional, Nuevo León (México)
Government of Mexico City
Metro CDMX
City of Álvaro Obregón, Mexico
Shogua Group (Mexico)
The Special Lecture Series on Human Trafficking and Violence UNAM (Mexico)

Other Participating Airlines

British Airways
Emirates

About It's a Penalty
It's a Penalty runs dynamic global awareness drives at major sports occasions, rallying officials, police, companies, and communities to stop mistreatment, exploitation, and trafficking. Averaging 180 million reached per host city, these efforts spur not just alertness but unified responses, policy shifts, and system upgrades. Beyond campaigns, it spearheads worldwide pushes via CommonProtect, enhancing laws and child safeguards in the Commonwealth against child sexual exploitation and abuse (CSEA). It also advises businesses via training and consulting to detect slavery risks, fortify chains, and lead prevention. This holistic strategy - blending outreach, lobbying, and business engagement - partners with leaders and locals to cut harm and foster an exploitation-free world.

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SOURCE It's a Penalty