Alan Rothenberg, who led U.S. Soccer during the 1994 World Cup, returned to the public eye to discuss the upcoming 2026 tournament and its broader implications for the sport in the United States. He noted that the new edition arrives at a moment when soccer is already carving out a larger slice of the American sports landscape.
Echoes of 1994 and the Path Forward
Rothenberg drew a direct line between the 1994 edition, which sparked a surge in youth participation, and the expectations placed on the 2026 games, suggesting that the newer tournament could accelerate the sport’s integration into mainstream American culture.
When asked about the possibility of soccer becoming the No. 2 sport behind the NFL, he pointed to rising television ratings, growing MLS attendance and the increasing visibility of U.S. players abroad as evidence that the shift is already underway.
The conversation also turned to the growing presence of celebrities in global soccer, with Rothenberg observing that high‑profile investors see clubs as both cultural statements and lucrative ventures, a trend that could reshape ownership models.
Ticket pricing emerged as a pain point, and Rothenberg argued that FIFA could have mitigated the issue by adopting more flexible pricing strategies, such as tiered pricing based on regional economic conditions.
Finally, he shared a personal prediction: the final will likely pit Argentina against Spain, a clash he believes will showcase the tactical evolution that has defined the sport in recent years.