The 2026 World Cup generated no shortage of headlines. Most were about the soccer itself, which rarely disappointed across a tournament that stretched from June into mid-July. Some were not — and in a tournament co-hosted by the United States, those made for uncomfortable reading at home as much as abroad.
Across the US, the host cities can hold their heads up high, with tens of thousands of fans enjoying the hospitality and really getting into the spirit of the tournament from winners Spain to those who shocked the world like Curacao and Cape Verde. But what about those living in America, has the tournament done enough to catapult it alongside the big four sports?
Can World Cup Sponsorships Create a Lasting Commercial Legacy?
The World Cup undoubtedly demonstrated the appeal of football audiences in the United States, and this was noticed not only by traditional sponsors but also by industries such as the gambling sector, which is becoming increasingly prominent in sports.
The FIFA World Cup was marked by a large number of official partnership agreements with gambling companies. Seminole Hard Rock Casino became an Official Miami World Cup 2026 Host City Supporter, significantly strengthening its position as a global hub for world-class sports, culture, and entertainment.
The company created an interactive platform where fans learned about the brand and its loyalty program. In addition, contracts were signed with Betano, Kaizen Gaming’s betting brand, covering Europe and South America. Bet365 became the sponsor of SBS’s World Cup broadcast coverage in Australia.
All these deals opened the door to long-term partnerships in the future. Commenting on the broader commercial trend Britsino Casino experts say: “Major tournaments give gambling and entertainment brands access to highly engaged audiences at scale. The more important question is what happens after the tournament: whether these partnerships develop into longer-term relationships with leagues, clubs and fans..”
How Many Americans Watched the World Cup?
The numbers certainly suggest there will be a legacy. Pre-tournament research found that around 87 million people in the USA had at least some interest in the World Cup, with younger Americans especially interested in the tournament.
And that did translate into viewing figures on the screens. The USMNT broke records for a soccer game in their Group Stage opener, before smashing that again with an audience of more than 30 million viewers for their knockout game with Belgium.
Perhaps even more strikingly, the World Cup final drew a combined U.S. television audience of 66.4 million viewers, setting another record and very much suggesting that the sport is a mainstream US TV event.
The Type of Relationship Is Changing
Perhaps what is most important about those numbers is in the type of relationship that is being formed with soccer. Many tune in for the likes of the Olympics and World Cup games, but then as soon as a tournament finishes it’s forgotten about for another four years.
That does appear to be changing, with the stars on show during the World Cup, not just for the US team, but the likes of Brazil, Argentina, England and Spain inspiring American fans to explore players beyond their national teams, including MLS.
MLS executive vice-president, Dan Courtemanche, said following the tournament: “The World Cup has now exposed millions of people to Major League Soccer. We’re going to continue to capitalise on that momentum.”
Don Garber, MLS Commissioner agrees, stating the World Cup “has provided the ‘rocket fuel’ to grow the sport further”.
That rocket fuel has led to some MLS sides reporting sales increases of up to 150%, while the influx of superstars is only going to increase that.
MLS’ Rise in Talent a Boost for America
What is important is that MLS does bring in talent. The U.S. likes global stars, you only have to go back to the signing of David Beckham at LA Galaxy to see that, while of course you can drift further back to the days when Pele, Beckenbauer, Best and Cruyff were gracing the NASL.
Throughout the World Cup, fans were blessed by the world’s best talent, and, actually, MLS has already welcomed some pretty exciting players since then. Robert Lewandowski has joined Chicago Fire during the tournament, Antoine Griezmann has touched down in Orlando, Casemiro at Inter Miami, and that’s on top of Lionel Messi, Son Heung-Min, Thomas Muller and the many other superstars already in the league.
That’s only going to keep interest high and allow the league to grow further.
Will This Season Provide the Soccer Boom in the US?
There will be many first-time fans buying a ticket for an MLS game this season and that’s certainly moving the game in the right direction, however, the boom may arrive in the next couple of years as fans continue to be won over by “the beautiful game”.
The timing is fortunate: MLS had already approved its calendar overhaul before the World Cup, but the change could now help the league retain the audience the tournament created. Running alongside the likes of the Premier League, La Liga, Serie A and the Bundesliga.
This also includes transfer windows, which could bring the divisions closer together and, ultimately, improve the quality of MLS – which is only going to make it more attractive.
The Next Step for Soccer in America
The 2026 World Cup has clearly changed the scale of soccer’s visibility in the United States. Whether it has permanently changed American sporting habits is a harder question. Record television audiences and surging MLS ticket demand suggest the opportunity is real; the next test is whether those fans are still watching, buying tickets and following MLS a year from now.
