Soccer’s Growing Influence in the U.S. as the 2026 FIFA World Cup Approaches
As soccer gears up to take center stage in America, stadiums from the Kansas City Chiefs to the Philadelphia Eagles are set to host the 2026 FIFA World Cup—the first in the U.S. in over three decades. This event promises to draw soccer enthusiasts nationwide and attract more than 1.2 million international visitors, creating a vibrant atmosphere filled with passion for the sport.
Bret Myers, PhD, is a professor of the practice of Management and Operations at Villanova and a former consultant with the Philadelphia Union, the Columbus Crew and Toronto FC.
Villanova University’s sports business expert, Dr. Bret Myers, shared his insights on the evolving landscape of soccer in America and what the upcoming World Cup means for the sport domestically.
Soccer’s Rise in Popularity Since 1994
Q: The last World Cup game played on U.S. soil took place in 1994. How has soccer’s profile, and the American relationship with the sport, evolved since then?
Dr. Myers: Soccer’s growth in the U.S. since 1994 is evident through increased youth participation, the development of domestic professional leagues, and rising TV and streaming viewership. A recent Economist survey even highlights soccer as the country’s third most popular sport.
Factors contributing to this growth include the engagement of Millennials and Gen Z with the sport via social media and the popularity of EA Sports’ FIFA game, fostering brand and player recognition at home.
World Cup Promotions and Their Impact
Q: How effective are promotions surrounding the World Cup? And do domestic professional and youth soccer teams benefit from the interest cultivated?
DM: Unlike the 1994 World Cup, current promotions are less about generating interest and more about managing high demand, as indicated by high ticket prices. While youth soccer is thriving independently, MLS interest hinges on attracting top talent, exemplified by Lionel Messi joining Inter Miami, which boosted attendance and revenue.
Expanded Tournament: More Teams, More Excitement
Q: This year’s competition marks the first that will feature 48 teams, up from 32 previously. Could you speak about the logic and potential benefits of boosting the number of participants?
DM: Expanding the World Cup offers revenue benefits through increased matches and ticket sales, while also providing smaller nations a chance to compete on the world stage, adding an element of unpredictability during the group phase.
Rule Changes and Their Potential Impact
Q: As Sports Illustrated reports, a series of rule changes have been put into effect for the World Cup to “maximize fairness and eliminate the dark arts.” Do you see any of these tweaks meaningfully impacting the product on the pitch?
DM: While FIFA’s quest for a fairer and safer game is commendable, experimenting with rules during the World Cup may not be ideal. However, long-term changes addressing time-wasting and feigned injuries could enhance the sport’s integrity and fan experience.
Upcoming World Cup Stories to Watch
Q: What elements of the upcoming tourney have you most excited? Are there any particular trends or stories you suggest fans track?
DM: The mix of veteran players like Messi (38), Ronaldo (41), and U.S. team captain Tim Ream (38) alongside rising stars like Spain’s Lamine Yamal (18) and Brazil’s Estêvão (19) defies traditional age expectations. This dynamic makes the competition for the title of the world’s best player even more thrilling.
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