The 2026 World Cup entered history as the largest tournament ever, featuring 48 nations and 104 matches spread across the United States, Canada and Mexico. Its unprecedented scale brought soccer into living rooms that had long ignored the sport, and the ripple effects are now evident in national attitudes.
A Quarter of Americans Experience Soccer for the First Time
A poll of 2,000 U.S. adults found that 25 % watched a match for the first time during the competition. More than half of those respondents said the tournament would make them follow an MLS team more closely, while 39 % indicated they would choose a soccer broadcast over an NFL game and 49 % would pick it over college football.
Global Stars Dominate Jersey Preferences
When asked which player’s jersey they most wanted to own, Lionel Messi’s Argentina shirt led with 52 % of votes, followed closely by Cristiano Ronaldo’s Portugal jersey at 44 % and Erling Haaland’s at 36 %. The popularity of these international icons eclipsed any interest in U.S. national team apparel, underscoring the tournament’s global pull.
Interest in attending elite matches abroad surged, especially among Millennials. Sixty‑five percent of Millennial men and 58 % of Millennial women said they would travel to Europe to watch top‑level soccer, a sentiment echoed by younger Gen X women who showed strong preference for Jude Bellingham’s jersey.
The tournament’s impact extends beyond viewership numbers. It has sparked conversations about the future of soccer in a country traditionally dominated by American football, baseball and basketball. While the shift is clear, organizers acknowledge that cementing soccer as a permanent obsession will require continued effort and exposure.