Soccer’s surging popularity in the United States could make the 2026 FIFA World Cup a pivotal moment for marketers, according to new research from the Harris Poll. The study finds that U.S. interest in the sport has risen 17% since 2020, with nearly half of Americans saying their enthusiasm is growing. Momentum that is especially strong because the tournament will be hosted in North America.
Seventy percent of soccer fans say they are more excited for the 2026 event specifically because of its location, and more than half say they notice which brands sponsor teams and events, the survey found. Fifty-five percent report being more likely to buy from a brand that supports their favorite team or athlete.