Behind the spectacle of FIFA World Cup 2026, a quiet but consequential new role is operating at all 16 host stadiums — the Safeguarding & Anti-Discrimination Venue Manager, known as a SAM. Charged with protecting every fan and accreditation-holder from the moment gates open to the moment the last spectator exits, these officials represent one of the tournament's most significant off-pitch innovations.

What a SAM actually does

Each of the 16 stadiums at FIFA World Cup 2026 has a dedicated SAM whose responsibilities span the entire matchday. Before kick-off, SAMs support entry-point checks on flags and banners to ensure no discriminatory, offensive, or politically incorrect material enters the ground. During the match, they monitor the stands and respond to any reported incident — harassment, inappropriate behaviour, or racist comments. Once the final whistle sounds, they work to ensure every supporter leaves safely.