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In 2026, the World Cup is coming to North America. From June 11th-July 19th, tournament play will be held across the U.S., Canada, and Mexico, marking the first time that the World Cup will be hosted on U.S. soil in more than 30 years.
Soccer is on Americans’ radar, and interest in the sport is rapidly growing. According to recent Harris Poll survey data, 72% of Americans are already interested in soccer, and 45% report that their interest is growing.
To help businesses make the most of the 2026 World Cup, we’ve dug into the data behind Americans’ soccer fandom to determine how U.S. companies can best engage. One trend we’ve noticed? U.S. adults are deeply loyal to individual soccer players, opening a key opportunity for brands to partner with popular athletes.
Looking for a more in-depth look into America’s growing interest in soccer? Download the full report – America’s Surge in Soccer Fandom.
Does your loyalty lie with a team, or with a soccer player?
Real Madrid, FC Barcelona, Manchester United. It’s not just the teams that carry substantial fanbases. Almost half (47%) of soccer fans agree that they follow individual soccer stars as much or more than they follow a specific team. A similar number (45%) agree that they have become a fan of a new team because a specific player started playing for that team.
Athlete fandom will play a significant role in how viewers decide which World Cup games to watch in 2026. More than half (55%) of soccer fans agree that they have a favorite player (or players) that they are excited to watch in the 2026 World Cup. While the majority (62%) of fans say that they will likely just follow overall teams/countries during the World Cup, 38% say that they are interested in, and will follow, specific players and their stories during the tournament.
Athletes create a valuable point of emotional connection
While only 9% of soccer fans can point to a specific athlete (e.g., Cristiano Ronaldo, Lionel Messi, Alex Morgan) as their first point of interest in soccer, 25% say that specific soccer players are an aspect of the sport they feel most connected to today.
Athletes bring heart and emotion to soccer, heightening the joy of a win or the pain of a loss. Six-in-10 (61%) soccer fans agree that individual athletes bring the game of soccer to life for them. Consequently, many fans keep tabs on their favorite players. One-in-five (21%) Americans say that they engage with soccer by following specific athletes on social media, slightly more than the number of U.S. adults (19%) who follow specific soccer teams or leagues.
How can brands tap into the connections fans have with their favorite athletes?
Companies looking to engage with soccer fans during the 2026 World Cup should look to partner with popular soccer players, rather than solely spotlighting teams or the sport at large. Authentically promote athletes that align with your brand personality and values, magnifying both your brand and theirs.
What brands have done this well? Consider Nike’s partnership with Serena Williams. The athletic apparel giant has not only highlighted her dominance on the court, but also celebrated Williams’ identity as a woman and mother. Or look to Gatorade’s commercial with Lionel Messi and Luis Suárez, which cleverly riffed on the players’ competitive friendship, while stressing the brand’s high-performance image. How do you plan to maintain this brilliant marketing balance during the World Cup?
Enjoy these soccer insights? For even more actionable data about consumers’ growing interest in soccer, download our Soccer Fandom report.
