5 Min Read
Soccer Fandom Surges In The U.S. Ahead Of The 2026 World Cup
When you think of soccer powerhouses, Brazil, Argentina, Germany, Italy, or England probably top the list, not the United States. But that’s quickly changing. Soccer fandom is surging in the U.S., and the timing couldn’t be better: the World Cup is coming to North America in 2026. Recent Harris Poll data reveals just how quickly the game is gaining ground:
- How much of a soccer fan are you?: 72% of Americans are interested in soccer, with 20% describing themselves as “obsessed” fans.
- Interest in the sport continues to climb: 45% of Americans say their interest in soccer is increasing.
- Soccer may be more American than we think: 48% of fans agree that soccer is an important part of their culture.
- It’s the world’s most watched sporting event for a reason: 87% of U.S. soccer fans say they are interested in the World Cup.
- Home court hype: 70% of soccer fans agree that they are more excited about the 2026 World Cup specifically because it will be held in North America.
Takeaway: Americans’ surging interest in soccer makes the 2026 World Cup the perfect opportunity for companies to engage with the sport for the first time. More than half of fans (54%) agree that they pay attention to the brands who would sponsor soccer teams and/or events such as the World Cup. A similar number (55%), say they are more likely to purchase from a brand who supports their favorite teams or athletes. Download the report to see how companies can take advantage of this moment of soccer-fueled buzz.
Unpacking The Future Of Travel With Harris Poll CEO John Gerzema – PRSA
Last week, Harris Poll CEO John Gerzema joined Josh Earnest of United Airlines, Brian Kelly of The Points Guy, and Ray Day, APR of Stagwell to unpack the latest trends shaping the future of travel during a Public Relations Society of America (PRSA) Member Mondays session.
During the panel, John exposed Americans’ shifting travel habits, including a growing interest in “dupe destinations,” event travel, retail travel therapy, and the use of AI in trip planning. Here’s a quick peek at the data behind AI trip planning:
- We currently place our trust (and trips) in those we love: 61% of Americans primarily rely on recommendations from friends and family when choosing travel destinations.
- But technology could become our go-to travel agent: 54% of Americans think generative AI will be a game changer for vacation planning in the future.
- The future may be closer than we realize: 25% of Americans have already used AI in their trip planning.
Want more insights into the future of travel? Watch the full PRSA Member Mondays session.
The Evolution Of Tech In Small Businesses
Artificial intelligence (AI), 5G, augmented reality, business technology is evolving at a rapid clip. With fewer resources than America’s large corporations, it can be difficult for small businesses (SMBs) to keep up. Using data from QuestDIY by The Harris Poll, this report explores how SMBs feel about their company’s current rate of technological progress, and where they need support:
- SMB tech challenges: A survey conducted by the Harris On Demand team on behalf of NerdWallet found that 20% of SMB owners say that one of their greatest challenges is finding the right software/tools to efficiently run their business.
- Confident in their ability to overcome: The vast majority (95%) of SMB tech leaders are at least somewhat confident that their business can effectively address its most pressing technology challenges over the next year.
- AI works its way into America’s SMBs: 62% of SMB tech leaders say that their company has already adopted AI, or plans to adopt this technology within the next 1-2 years.
- What’s preventing tech investment?: When it comes to investing in new business technology, SMB tech leaders say that the top barriers include high upfront costs (36%), security concerns (35%), and integration complexities with existing systems (27%).
- An opportunity for technological improvement: Less than half (41%) of SMB tech leaders feel that their business’s current technology infrastructure fully supports their business growth goals.
Ready to unlock faster, clearer insights with QuestDIY? Request a demo to discover how our AI-powered platform can provide the data-driven insights you need.
Conversations With Harris Poll CEO John Gerzema From The SPORT BEACH Content Studio
While in Cannes last month, our CEO John Gerzema connected with corporate leaders on the issues shaping the future of business: marketing strategy, corporate reputation, and the fast-evolving landscape of artificial intelligence (AI).
Click on the video below to watch John’s interview with Michelle Froah, ETS CMO and Global Chief Marketing & Innovation Officer as they discuss employees’ efforts to remain relevant during this era of AI advancement:
Want even more insights? Explore the links below to watch more of John’s interviews from SPORT BEACH:
- John Gerzema x Eleanor Hawkins, Axios Journalist on Americans’ desire to slow the AI rollout, and the blurring between marketing and reputation.
- John Gerzema x Jonathan Adashek, IBM SVP of Marketing and Communications on unlocking the power of AI technology.
- John Gerzema x Micky Onvural, TIAA Chief Marketing and Communications Officer on how marketers can embody their company’s missions and values.
