• “FROM ROOTS TO SOUL” is an immersive experience inviting audiences to discover South American football from its deepest roots to its soul.
  
  
• The exhibition will take place on Lincoln Road in Miami and will be open to the public from June 14 to July 14, with free admission.
  
  
• The official opening will take place on Sunday, June 14, from 12 PM to 7 PM.
  
  
• The initiative is part of a broader ecosystem of activations developed by CONMEBOL under its “Dream Big” campaign, celebrating the unique spirit of the continent and the way millions of people experience football as part of their everyday lives.

CONMEBOL announces the launch of “FROM ROOTS TO SOUL”, an immersive experience inviting fans to discover the spirit and soul of South American football during the world’s biggest football event of the year.

Located on Lincoln Road, one of Miami’s most iconic destinations, the activation will run from June 14 to July 14 and will offer a unique journey where the history, culture and passion of South American football connect with new audiences from around the world.

– Built around the idea that every footballer comes from the same origin –

“FROM ROOTS TO SOUL” celebrates something the world cannot replicate: the way football is born in South America. It begins in its roots — in the neighborhoods, barefoot dribbles, in the heartbeat of jogo bonito. A passion that rises from the ground up, grows with its own identity and today transcends borders.

Inspired by that origin, the experience takes shape through a living tree with exposed roots — a symbol of the growth of South American football from its most authentic essence to its global impact. Through an immersive journey, history, identity and passion reveal how South America transformed football into a unique cultural expression.

South America has historically been one of the greatest sources of talent and passion in world football. With ‘FROM ROOTS TO SOUL’, we want to show the world where the essence of the world’s greatest football is born

Alejandro Domínguez

President of CONMEBOL

The experience brings together a range of interactive attractions designed to actively engage visitors, including:

• A museum and gallery showcasing milestones of South American football, featuring historic memorabilia from national teams spanning from 1930 to 2022.
• An exhibition of the most iconic trophies in South American football, including the CONMEBOL Copa América, CONMEBOL Libertadores, CONMEBOL Sudamericana and CONMEBOL Recopa.
• Interactive fan zones featuring games and football skills challenges.
• Dedicated spaces and experiences for children.
• Live activities and special programming throughout the duration of the activation.

In addition, “FROM ROOTS TO SOUL” will feature appearances by South American football legends, creating unique opportunities for fans to connect with some of the sport’s most celebrated figures and strengthening the emotional bond between football and its audience.

Through this initiative, CONMEBOL aims to further strengthen its position on the global stage, highlighting its role as a cradle of talent, history and passion in world football.

South American football has a unique way of connecting with people. With ‘FROM ROOTS TO SOUL’, we wanted to create an experience that brings together culture, storytelling and interaction to bring that emotion closer to fans, inviting them not only to witness it, but to become part of this South American identity

Claudia Cortázar

Marketing Director – CONMEBOL

“FROM ROOTS TO SOUL” is more than an activation — it is a unique invitation to rediscover football through its essence, understanding that its true strength is born from its roots.

General Information

• Location: Lincoln Road, Miami, USA
• Dates: June 14 – July 14, 2026
• Opening Hours: 12:00 PM – 7:00 PM
• Free admission and open to the public

CONMEBOL.com