A new survey shows more Americans are tuning in to the World Cup. Interest is rising, especially among younger and Hispanic audiences. Brand sponsorships are also gaining traction.
Media and publishing professionals tracking audience trends should note a significant shift in U.S. sports engagement: new survey data from Stagwell's The Harris Poll indicates a sharp rise in American interest in soccer, driven by the current World Cup.
The May survey, which included 2,148 U.S. adults, found that 50% of Americans are watching the World Cup. More than half of respondents (52%) said that hosting the tournament on home soil is making Americans bigger fans of the sport. Additionally, 27% reported being more interested in soccer now than a year ago, with a similar percentage attributing their increased enthusiasm directly to the World Cup. This marks a 10-point increase from the previous year’s Harris Poll on soccer fandom.
The data highlights that Millennials (62%), Hispanic Americans (63%), and hybrid workers (66%) are leading the surge in soccer interest. Among Gen Z, social media is a key driver, with 70% of new fans in this group citing it as their main influence, compared to 55% overall. The survey also found that 39% of Americans are already interested in the 2027 FIFA Women’s World Cup in Brazil, suggesting sustained engagement beyond the current event.
Brand sponsorships around the World Cup are resonating with viewers. According to the poll, 51% of Americans have noticed brands sponsoring or advertising during the 2026 World Cup. Of those, half say their opinion of sponsoring companies has improved. Among dedicated fans, 85% hope their favorite brands will participate in World Cup sponsorships.
Jennifer Musil, Global Head of Research at The Harris Poll, said the 2026 World Cup is actively converting passive observers into engaged fans, with more than one in four Americans reporting new interest in soccer because of the tournament. She described this as a clear example of how major cultural moments can reshape consumer behavior.
