• by Danielle Oster , August 21, 2025

The 2026 World Cup will be a big moment for brands, and a competitive one.

A recent Harris Poll report, “America’s Surge in Soccer Fandom,” suggests that a rise in the popularity of soccer -- along with excitement over the tournament being hosted in North America -- presents distinct marketing opportunities for brands looking to connect with large audiences.

While the 72% of Americans who say they are interested in soccer is lower than the sport’s popularity in some other countries (92% for Mexico, 82% for the U.K.), that interest is rising. According to the Harris Poll, there has been a 17% increase in soccer fandom since 2020, and 45% of Americans say their interest in the sport is growing.

That the tournament will be hosted across 16 cities in North America, primarily in the U.S., further adds to that interest. Seventy percent of soccer fans surveyed said they were more excited for the 2026 World Cup, since it is being hosted in North America.

And fans do take note of brand involvement. According to Harris Poll’s report, 54% of soccer fans say they pay attention to which brands sponsor specific teams or events, with 55% saying they are more likely to purchase a product or service from a brand that sponsors their favorite team or player.

Modern soccer fans are very focused on their favorite star players. Sixty-one percent  said individual stars help “bring the sport to life for them,” and 47% said they follow individual players as much as, or more than, teams.

According to the report, brands can succeed with “athlete partnerships that authentically magnify athletes’ personalities while driving brand awareness.” The report pointed to longtime World Cup sponsors’ partnerships with Lionel Messi, Neymar Jr., and Raheem Sterling for its “The World is Yours to Take” campaign for the 2022 World Cup as one example of a successful campaign deploying the strategy.

“America’s Surge in Soccer Fandom” also stresses that brands shouldn’t ignore the rise in popularity of the sport among women. While men still account for 68% of soccer fans, women are engaged fans, too. Nearly a third of women soccer fans describe themselves as “obsessed“ or “dedicated” fans. Forty-two percent said the sport was an important part of their lives, and 50% said they bonded with friends and family over key soccer moments like the World Cup.