As the 2026 FIFA Men’s World Cup prepares for its first matches on US soil, the global tournament faces a major uphill battle to capture mainstream public attention across the country — overshadowed by a historic NBA Finals run that has gripped major American cities and facing long-standing cultural gaps where other domestic sports reign supreme.
Across the United States, the immediate conversation is dominated not by international football, but by the New York Knicks’ stunning, record-breaking comeback against the San Antonio Spurs that has left the franchise one win away from its first NBA championship since 1973. Wild street celebrations erupted across Manhattan after the game, with fans climbing onto cars to cheer the historic victory, while even in beachside Santa Monica, bar crowds roared for the basketball result rather than any World Cup build-up. For many New Yorkers, the NBA Finals have completely crowded out any space for World Cup excitement. “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,” one Knicks fan told BBC Sport, echoing a widespread sentiment that even local organizers acknowledge.
This is only the second time the United States has hosted the men’s World Cup, 32 years after the 1994 tournament that reshaped American soccer culture, spurring growing popularity and paving the way for the creation of Major League Soccer. Three decades on, traces of the 2026 tournament are visible in major host cities: subway trains wrapped in US national team colors in New York, a giant Lionel Messi billboard in Times Square, street banners promoting the tournament outside Los Angeles International Airport, and a massive Messi mural in downtown LA. International fans have begun arriving, with supporters of Morocco, Brazil, Scotland and other nations spotted wearing team gear across host hubs.
Yet for casual sports fans and even many locals, the tournament has flown entirely under the radar. A Los Angeles taxi driver recently expressed complete surprise when told the World Cup was days away, asking “There’s a World Cup happening? Who’s playing?” Even visiting Scotland fans, who have traveled to Boston for their nation’s first World Cup appearance in 28 years, reported that most Americans they’ve interacted with have no idea the tournament is underway. “I had a Scotland top. She didn’t even know the World Cup is on,” one fan told reporters.
A recent national poll underscores this apathy: half of all surveyed Americans say they do not care about the tournament. Soccer has grown in popularity over the past 30 years, particularly among younger generations, but it still has not displaced the hold that basketball, American football and baseball have on mainstream US sports culture.
Compounding the challenge of low awareness is the issue of prohibitively high ticket prices, which have priced out many families and casual fans even among committed soccer supporters. Ahead of the US men’s national team’s opening match against Paraguay on Saturday, unsold tickets remained available, with the cheapest entry point sitting at $1,120 — a cost many households refuse to absorb. “We have two girls in club soccer so we are very much fans,” said Chris, a Los Angeles local, who explained he and his family would be watching the tournament from home rather than attending in person. “If it was more affordable for families we would definitely go and check it out,” added another local father Brennan, echoing that sentiment.
Host city organizers are optimistic, however, that excitement will build as the tournament progresses. “I think we have had a slow build that is leading to a frothy frenzy,” said Larry Freedman, co-chairman of the Los Angeles World Cup Host Committee. “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.”
Among younger Americans who never experienced the 1994 tournament, there are signs of growing enthusiasm. Many younger fans have organized watch parties, and are leaning into national pride to draw less interested friends into following Team USA. “I think it has surpassed baseball in popularity here, but I don’t think it will get as big as American football or basketball. People will get into it,” said one young LA fan. Even casual first-time viewers expressed excitement at getting to experience the global tournament on home soil: “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,” said Isaiah, a visitor from Sacramento County.
Organizers have also experimented with new outreach tactics to attract casual audiences, including featuring US international Malik Tillman on the cover of a major fashion magazine in an unconventional spread designed to boost exposure beyond traditional soccer circles. “Ultimately it’s about exposure. I’m always up for expressing ourselves in different ways,” said US center-back Mark McKenzie of the campaign.
Interest has ticked upward as the US opener approaches: 30,000 fans registered interest for just 5,000 available spots at a recent open US training session. How far the US team advances in the tournament will also play a key role in growing support: a deep run could mirror the 1994 tournament’s lasting impact, accelerating soccer’s growth in the US for decades to come.









