With the start of the World Cup in Qatar, Americans will get a heavy dose of the world’s most popular sport. And that’s a taste of what will happen when the World Cup is here in 2026.
As she churned on an elliptical at a 24-Hour Fitness in Tustin, Rialto resident Shiana Washington looked at a nearby TV screen, saw a countdown-style clock that read “3 Days: 13 Hours: 19 Minutes,” and asked what she thought was an obvious question.In any other gym, in any other country, people would have thought Washington was joking. Here, her query only resulted in a little man-splaining.
Though marketing data and sports participation numbers and even TV and online audience ratings all suggest Americans play the game and watch the game and spend money on it, data is only part of the deal when it comes to measuring soccer fandom. For much of the world, the sport is simply bigger than numbers, offering meaning and solace to people in ways that aren’t easy to track.
That’s the time between the start of this World Cup and kickoff for World Cup 2026, which will take place in 16 North American cities, including Los Angeles. Such findings are part of why World Cup organizers FIFA are aiming this year’s U.S. marketing campaign “Only Forward/Solo Pa’lante” to younger people, and making that pitch in both English and Spanish.
For example, more than 6 in 10 Latinos in the U.S. who plan to watch the World Cup said that if their team wins the tournament, their euphoria would be a more exciting experience than getting married. And more than half said that at some point in their life they’ve skipped some important event – work, family gatherings – to watch an important soccer match.
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