Are Americans finally catching World Cup excitement for 2026?

Half of Americans surveyed admit indifference toward the 2026 World Cup despite host status.

Wild celebrations overshadow football buzz Across New York City, fans erupted in celebration, some standing atop vehicles on Manhattan streets, while thousands of miles away in Santa Monica, cheers echoed from beachfront bars. Yet this was not for a World Cup match but for a thrilling NBA Finals comeback by the New York Knicks against the San Antonio Spurs. This moment highlighted the challenge global football faces in the USA as the national team prepares to face Paraguay in its opening match. Soccer struggles to match the popularity of basketball or American football in the country, with recent surveys showing half of those polled do not care about the tournament. ## New York shows faint signs of football fever This marks the second time the USA hosts the men's World Cup, following its previous hosting in 1994, which significantly boosted football's popularity and helped create Major League Soccer. Yet today, excitement appears slow to build despite the tournament's return on American soil. Evidence of the upcoming event can be spotted in New York, where subway trains are adorned in national team colors. Huge billboards featuring Lionel Messi line Times Square, and fans stroll through the city in shirts of Morocco and Brazil, who face off Saturday in the first of eight World Cup matches at MetLife Stadium, renamed New York New Jersey Stadium for the tournament. ## Basketball dominates New York's sports scene Instead of football, New Yorkers are captivated by the NBA Finals, where the Knicks lead 3-1 against the Spurs and could clinch the championship for the first time since 1973 if they win Saturday. One fan remarked, 'You've seen Batman, right? You've seen Gotham, right? Man, Saturday night is probably going to be like that if the Knicks win.' He added, 'To be honest I haven't really kept up with anything about the World Cup. I don't care about anything other than the Knicks.' Another supporter, Frank, shared, 'I've been concentrating on my Knicks but once it's over I will definitely turn my focus to the World Cup. It's just that the Knicks have taken over everything right now in New York.' ## Los Angeles gears up with mixed excitement In Los Angeles, where the USA will play two of its three group matches, World Cup promotion is visible but subtle. Banners near Los Angeles Airport promote 'LA26' and the tournament, electronic displays rotate USA squad members, and a large mural in downtown LA features Argentina legend Lionel Messi. Some convenience stores sell World Cup merchandise. However, for those uninterested in football, the tournament’s approach may go unnoticed. One taxi driver, after transporting colleagues, expressed surprise, saying, 'There's a World Cup happening? Who's playing?' ## Organizers expect excitement to peak soon Larry Freedman, co-chairman of the Los Angeles World Cup Host Committee, believes the buildup has been gradual but is leading to a 'frothy frenzy.' He noted, 'It has been such a long time coming and with so many other sports and activities in LA people have been thinking about what they will do tomorrow, not two or three years out. But now we are on the eve of it kicking off people are getting very, very excited. We have a very diverse community here and people from all over the world who will have teams participating in this tournament.' ## Local fans anticipate tournament arrival In Santa Monica, Isaiah and Husna, both from Sacramento County, looked forward to experiencing the World Cup in LA. Isaiah said, 'I've never actually watched the World Cup but I will watch it this year. I think it will be exciting because it is here in LA now and LA is where it is at. It will be something different.' Husna added, 'Many people don't know what the World Cup is here, but now it is in LA and this is a big popular place they will know about it and watch it.' Both admitted they were unaware of the USA’s opening opponent. ## Young Americans show growing interest The younger generation, who did not experience the last USA-hosted World Cup in 1994, appear more excited about the tournament. Mahon, one such fan, said, 'We have watch parties set up so we are very excited for it. We do have a few friends who are not really into soccer but we are trying to get into them that we are Team USA - country pride.' He believes football has surpassed baseball in popularity but doubts it will reach the heights of American football or basketball. ## Scotland fans perplexed by American obliviousness Scotland returns to the World Cup for the first time in nearly 30 years, and their fans arriving in Boston have encountered Americans unaware of their presence. One fan shared, 'I went and posted a letter from America 10 minutes ago and the girl asked me what I was doing here and asked if I was on holiday.' He added, 'I had a Scotland top. She didn't even know the World Cup is on.' Another supporter noted, 'The pubs are brilliant but I don't think anyone knows that there is a World Cup on.' ## Ticket prices block family attendance One major barrier for fans, both local and international, remains the cost of tickets. Even as the USA's opening match approaches, tickets were still available, but the cheapest options started at $1,120, pricing out many families. In downtown LA, a family of four including Chris, Angie, Layla, and Lauren expressed excitement about having World Cup football nearby. Chris said, 'We have two girls in club soccer so we are very much fans. Unfortunately we will watch at home. The ticket prices and availability are a whole other subject.' Brennan, with his wife Erica and children Stephanie and Marcel, agreed, stating, 'If it was more affordable for families we would definitely go and check it out. Despite that we will still be excited and watch it from home.' ## USA performance key to long-term growth The USA team's success at the tournament will likely shape future interest, with prolonged participation expected to boost support. Earlier in the week, 30,000 fans registered interest for just 5,000 available tickets during a 30-minute training session. To attract new audiences, the team has embraced creative exposure tactics, including USA international Malik Tillman appearing on a fashion magazine cover wearing a hat resembling an elongated mushroom. USA defender Chris Richards commented, 'It's been sent around the group chat a few times.. there's some questionable pictures!' Mark McKenzie added, 'Ultimately it's about exposure. I'm always up for expressing ourselves in different ways.' ## 1994 legacy offers hope for football's future If these outreach efforts succeed and the USA performs strongly, the tournament could leave a lasting impact on football in America, much like the 1994 World Cup did by boosting the sport’s popularity and aiding the launch of Major League Soccer. The combination of innovative promotion and on-field achievements may finally ignite broader American enthusiasm for the global game.