""The short answer is yes, the World Cup will be a watershed moment for soccer in America. However, it's unlikely to immediately lead to a significant increase in ticket sales for MLS and NWSL. Soccer fandom in America develops differently from that of other sports," said Darin W. White, executive director of the Sports Industry Program and the Center for Sports Analytics at Samford University, which next year will launch a major five-year study to explore how soccer can become mainstream in the U.S."
""The World Cup will bring millions of new Americans into the pipeline. Over the next few years we expect these new fans to progress through the pipeline, giving soccer a substantial enough fan base to tip the scales and help make soccer part of the ongoing mainstream sports conversation. I am confident that the World Cup will enable soccer to reach that critical mass.""
A Harris Poll found 72% of Americans express interest in soccer, a 17% increase since 2020, with one quarter identifying as dedicated fans and one in five calling themselves obsessed. Despite growing interest, MLS and NWSL have experienced falling attendance and TV viewership, and recent tournaments drew underwhelming crowds. The 2026 World Cup will begin in the U.S. and is expected to introduce millions of new fans who will progress toward deeper engagement over several years. Experts forecast the World Cup can help soccer reach mainstream critical mass, while Samford University will launch a five-year study on mainstreaming the sport.
Read at Los Angeles Times
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