The 2026 World Cup: A Turning Point for American Soccer
Alan Rothenberg, the former president of the U.S. Soccer Federation and architect of the 1994 World Cup bid, returns to the conversation with a bold prediction. He argues that the 2026 tournament, co‑hosted by the United States, Canada and Mexico, will not merely add another global spectacle but will fundamentally reshape how Americans view the sport.
Rothenberg points to the already observable surge in attendance and television ratings as evidence that soccer is shedding its peripheral status. The United States‑Belgium match in the 2026 World Cup drew more than 50 million viewers, eclipsing the typical audience for NFL conference championship games and signaling a appetite that could rival the nation’s traditional sports powerhouses.
Major League Soccer, emboldened by a 10‑year, $2.5 billion partnership with Apple TV, has begun to outpace the NBA and NHL in average game attendance. The league’s recent advertising campaign, built around the slogan “Thanks World, We’ll Take It From Here,” reflects a confidence that the sport’s infrastructure is finally catching up with its ambitions.
Beyond the professional ranks, the development pipeline is strengthening. The Arthur M. Blank U.S. Soccer National Training Center in Atlanta, opened in May 2023, and the MLS Next youth initiative aim to nurture talent from the grassroots up, ensuring a steady flow of players who can compete on the world stage.
Challenges and Opportunities Ahead
Skepticism remains. Critics note that baseball and basketball still command deeper cultural roots, and the public’s acceptance of soccer as a mainstream favorite is a work in progress. Yet Rothenberg remains undeterred, asserting that within a decade soccer will clearly occupy the second spot behind American football, driven by a combination of better infrastructure, heightened competition for broadcast rights and a generational shift in sports consumption.