The World Cup Effect
The 2022 World Cup final between Spain and Argentina captured the imagination of American viewers, drawing 61.5 million people in front of their televisions. That figure, while impressive, still falls short of the roughly 110 million who tuned in for the Super Bowl, underscoring the NFL’s continued grip on the nation’s sports appetite.
Even before the match, former president Donald Trump was seen hosting a cocktail reception with FIFA chief Gianni Infantino, a sign of the tournament’s growing political and corporate cachet in the United States.
A New Era for U.S. Soccer
A recent YouGov survey found soccer ranked third among U.S. sports fans, trailing only the NFL and basketball, yet the same poll indicated that 57 percent believe the upcoming 2026 World Cup will further boost the sport’s popularity.
Major League Soccer has ridden that wave of interest, reporting a 33 percent rise in total attendance since 2018, now exceeding 12 million fans per season. The league’s numbers now rank second only to the English Premier League worldwide, and recent signings of high‑profile stars such as Antoine Griezmann, Robert Lewandowski and Lionel Messi have helped cement its stature.
Looking Ahead to 2026
European powerhouses have also turned the United States into a showcase, staging exhibition matches that draw capacity crowds. The presence of players like Kylian Mbappé and Vinícius Jr. has turned games into must‑see events, while the success of the Apple TV+ series Ted Lasso has introduced a broader audience to the rhythms of the beautiful game.
Looking ahead to 2026, when the tournament will be co‑hosted across North America, former president Trump has already expressed a desire to see the World Cup return while he remains active in public life, hinting at the event’s enduring cultural resonance.