The 2026 World Cup: American Soccer Enters a New Era

For the first time in over 30 years, the FIFA Men’s World Cup returns to North America. But this time, the United States is no longer just a host, it’s a rising force in global soccer.

A viewership boom since 2018

Since the 2018 World Cup, American interest in international soccer has surged. In 2024, more than 50 million Americans watched matches with no U.S. team involved, a 60% increase compared to 2018.

• Premier League: 36.2 million American viewers

• Champions League: 21.8 million

Americans are no longer just watching, they’re understanding, analyzing, and experiencing the game with a European mindset.

The southern U.S: Soccer’s new heartland

While soccer’s growth is national, the South leads the charge, accounting for 41% of international match viewership.

• Key states: Texas, Florida, Georgia, North and South Carolina

• West South Central region: +120.8% viewership for LaLiga, +82.6% for Serie A

• Pacific region & California: Liga MX reigns supreme, fueled by deep Hispanic roots

These trends highlight a multicultural, globally connected, and passionate U.S. soccer fanbase.

2025 Club World Cup: A dress rehearsal for 2026

Before the global celebration in 2026, the U.S. will host the FIFA Club World Cup 2025, a historic first.

• A chance for cities, media partners, and sponsors to test their capabilities

• A preview of elite global club competition

• A live test for tactical systems, infrastructures, and fan narratives

This tournament will be key in positioning the U.S. as a true hub of the global game.

The new faces of fandom

Today’s soccer fans look nothing like those from a decade ago:

• 17% started following the sport within the last 5 years

• 35% are between 16 and 24 years old

• 53% are women, compared to 38% among long-time fans

• 29% identify as Black, vs. 16% among legacy fans

This new audience is younger, more diverse, and event-driven, a golden opportunity for long-term engagement.

A summer window with no competition

The timing couldn’t be better for the World Cup:

• NBA and NHL will be in offseason

• NFL won’t have started

• MLB will be midseason

That leaves soccer with a clear runway to dominate the media, social platforms, and cultural attention all summer long.

One nation, many allegiances

American fans often support multiple national teams, whether through heritage, favorite players, or playing style.

Yet, 60% say they feel more patriotic during the World Cup.

For brands, this offers a unique storytelling opportunity, blending pride and diversity in a way that reflects the modern American experience.

A marketing moment that speaks the world’s language

The 2026 World Cup offers unprecedented marketing potential:

• A younger, more female, and more diverse fan base

• Massive exposure across the entire country

• Powerful storytelling opportunities from Texas to New York, California to the Carolinas

The most impactful brand activations will embrace both stars and stripes and the global soul of football, capturing the true essence of soccer’s universality.