Soccer is gaining ground in the U.S. ahead of the FIFA World Cup

The trend shown in the SportsIndex chart is not a straight line. Interest rose after the 2022 World Cup, fluctuated through 2024 and 2025, and then has climbed again with the 2026 event on the horizon. The broader pattern is clear: the FIFA World Cup now occupies a more prominent place in the U.S. sports landscape than it did four years ago.

That creates a different commercial backdrop for 2026. In previous cycles, brands may have treated the FIFA World Cup in the U.S. as a major global event with a relatively niche domestic fanbase. This time, the tournament arrives with a stronger base of U.S. interest, a younger fan profile, and the added advantage of local hosting.

Research from YouGov’s FIFA World Cup 2026 global brand handbook shows that nearly four in ten (40%) U.S. World Cup followers actively notice tournament sponsors, while 21% say sponsorship has influenced them to purchase or try a brand for the first time. Together, these factors could turn the World Cup from a short-term sports moment into a wider opportunity for brands to build relevance with an audience that is already becoming more engaged with soccer.