The recently concluded 2026 World Cup, staged on three continents, has left an indelible mark on how Americans view soccer. For the first time, a quarter of those surveyed admitted that the tournament was their initial exposure to the sport, and nearly half said they would now consider watching soccer instead of college football or the NFL.
A New Era of Soccer Fandom
Interest in Major League Soccer is surging, with more than half of respondents indicating they would be more inclined to follow an MLS team after the World Cup. Demographic breakdowns show Millennial men leading the charge, while Gen X women emerge as the most ardent supporters of the U.S. Men’s National Team.
Star Power and Jersey Preferences
When it comes to jerseys, Lionel Messi’s Argentina shirt tops the wish list, followed closely by Cristiano Ronaldo’s Portugal design. Erling Haaland’s Norway jersey captures the imagination of a younger audience, and Jude Bellingham’s England kit enjoys particular popularity among Millennial and Gen X women. These preferences underscore the global appeal of star athletes even in a market traditionally dominated by domestic sports.
Travel Plans and Future Engagement
Nearly half of those polled expressed a desire to travel to Europe to experience elite soccer live, a sentiment that reflects both the aspirational and experiential dimensions of fandom. At the same time, the tournament’s legacy appears to be reshaping viewing habits, as almost 49% of respondents would now choose soccer over college football and 39% would opt for it over the NFL.
Implications for the Sport’s Growth
The data suggest that the 2026 World Cup has acted as a catalyst for broader cultural acceptance of soccer in the United States. While the national team’s merchandise has not seen a corresponding surge in popularity, the overall rise in viewership, combined with heightened interest in MLS and overseas leagues, points to a sustained expansion of the sport’s fan base. Organizers and policymakers alike will likely view this moment as a pivotal opportunity to embed soccer more deeply into the American sporting fabric.