As the 2026 FIFA Men’s World Cup begins today, a new Harris Poll shows that 50% of Americans intend to watch at least one match on television, streaming platforms, or social media during the tournament’s 39-day run.
The survey reveals a notable surge in soccer interest driven by the event itself. More than one in four Americans (over 25%) say they have only recently become more interested in the sport specifically because of the upcoming World Cup. Millennials, Hispanic Americans, and hybrid workers are leading this growth in engagement.
Hosting the tournament in North America is broadening appeal beyond traditional soccer fans.
According to the poll:
- 52% of Americans say that major international sporting events hosted in North America are increasing their interest in sports they would not normally follow.
- 51% report noticing brands sponsoring or advertising around the World Cup.
- 50% say they hope their favorite brands become involved with the tournament in some way.
“The 2026 World Cup is doing something our data rarely captures in real time: converting passive observers into active fans,” said Jennifer Musil, Global Head of Research at The Harris Poll.
“More than 1 in 4 Americans say they’re newly interested in soccer specifically because of this tournament. That’s not just a sports story – it’s a signal about how major cultural moments reshape consumer behavior.”
The Harris Poll conducted the survey online in May 2026 among 2,148 U.S. adults. The findings highlight how the co-hosted event (United States, Canada, and Mexico) is creating a real-time shift in sports viewing habits and brand engagement across the country.