Soccer’s Uphill Battle for Hearts and Minds in the US Ahead of 2026 World Cup

Boston, MA – As the 2026 FIFA World Cup draws closer, the reality on the ground in the United States is stark: soccer, or “football” as it’s known globally, remains a distant second to the established sporting giants of baseball, basketball, and American football. The French national team’s pre-World Cup tour, with a recent stop in Boston to face Brazil, offered a revealing glimpse into the sporting landscape, where the round ball still struggles for mainstream attention.

The French squad’s arrival in Boston coincided with high-profile matchups in both the NHL and NBA – a Boston Bruins-Toronto game in hockey and a Celtics-Oklahoma City contest in basketball. A visit to the TD Garden, a 20,000-seat arena capable of rapid transformations from ice rink to basketball court, underscored the differing levels of cultural saturation. It quickly became apparent that for many American sports fans, soccer simply isn’t the primary focus.

A Different Sporting Hierarchy

Inside the TD Garden, conversations with fans revealed a clear preference for homegrown sports. “For me, it’s hockey, baseball, football, and basketball,” said one fan, Peter, while enjoying a $20 beer. He recognized only two players on the French national team: Kylian Mbappé and Antoine Griezmann, though he questioned whether Griezmann was still playing for the national side. Another fan, John, accompanied by his son, opted for a hot dog and pizza, stating, “Soccer isn’t clearly at the top of the list of sports most appreciated here. Hockey is the top! The atmosphere is huge, it’s boiling. For me, in order: it’s hockey, baseball, American football, and basketball!” When asked about Mbappé, he admitted, “Who? I’d like to say yes, but honestly, I don’t know who that is.”

Despite the overall landscape, the presence of star power does resonate. The attention surrounding the French captain, Kylian Mbappé, during his hotel appearances in Boston demonstrated that individual footballers can achieve celebrity status in the US. “Given how difficult it was to get out of the hotel, I think I’m not unknown here!” Mbappé reportedly quipped with a modest smile before facing Brazil.

MLS Growth and the World Cup Opportunity

Frédéric Lipka, Vice President of Major League Soccer (MLS), used the opportunity of the French team’s visit to promote the league. Speaking to French journalists at Foxborough Stadium, Lipka acknowledged the league’s ongoing development. “Yes, it’s growing in many ways, in the quality of the game and the players, we are more competitive. We hope the World Cup will also bring us visibility. Soccer in the United States is a bit of a blank page as our history is not very long yet.”

The arrival of high-profile players like Zlatan Ibrahimović and Lionel Messi has undoubtedly raised the profile of soccer in the US. The continued development of soccer-specific stadiums and infrastructure, coupled with increased investment in clubs and youth development, is aimed at growing the MLS. The league hopes the 2026 World Cup will attract 34 million new fans who will remain engaged with the sport beyond the tournament.

In Washington D.C., the French team found support from the local Brazilian community. The security measures in the capital city provided a more controlled environment than in Boston, but a group of 300 students from the French school Rochambeau were invited to watch the team train. One young student, Nathanaël, acknowledged that soccer isn’t always a common topic of conversation with his American friends. “Thanks to the arrival of Messi and soon the World Cup, there’s more interest, we talk about it a little with my friends, but it’s not as popular as in Europe.” Laurenne, a team manager with the French delegation, added, “We sometimes feel far from European soccer, and seeing our team here is a huge opportunity. The American football season is over, so we can finally talk soccer! We’re looking forward to the World Cup starting.”

The French team’s tour, and the upcoming World Cup, represent a crucial opportunity to further embed soccer into the American sporting consciousness. While it faces stiff competition from established leagues and a deeply ingrained sporting culture, the potential for growth is undeniable. The 2026 tournament isn’t just about the games themselves; it’s about building a lasting legacy for the world’s most popular sport in a market that has, until now, largely remained unconvinced.

Next up for the French national team is a friendly match against Colombia on March 31st in Washington D.C. Fans can follow updates and schedules on the official FIFA website: https://www.fifa.com/.

What are your thoughts on soccer’s growth in the US? Share your opinions in the comments below!