Soccer is booming in America, but will the fever last?
Soccer fandom is surging across the United States during the 2026 FIFA World Cup, with CNBC's Roger Bennett citing Americans' growing love for the game — yet The Seattle Times warns this fever will likely break once the tournament ends, echoing a long-standing U.S. challenge since the 1994 World Cup of turning World Cup buzz into everyday viewing habits.
Key Takeaways
- Roger Bennett told CNBC that Americans' love for soccer is climbing during the 2026 World Cup.
- U.S. fans' year-round NFL, NBA, and MLB habits make lasting soccer fandom hard to sustain.
- Visiting fans are turning Walmart, Buc-ee's, and ranch dressing into viral U.S. vacation moments.
- The hardest challenge is getting Americans to come back after the final whistle.
Why is soccer's popularity rising in the U.S. right now?
Roger Bennett, founder and CEO of Men in Blazers Media Network, joined CNBC's Squawk Box to discuss the ongoing 2026 FIFA World Cup and Americans' growing love for the game. Business Insider reports that millions of fans have traveled to watch the tournament, taking over not just 16 host cities but towns along the way.
The five-week schedule and range of venues have encouraged visitors to treat the trip like a full vacation. That broader enthusiasm aligns with what Bennett highlighted on CNBC: Americans' affection for soccer is climbing during this World Cup.
Will Americans keep watching soccer after the World Cup ends?
Probably not at this intensity, according to The Seattle Times. Americans already have a nonstop diet of NFL, NBA, MLB, NHL, and college football. Those leagues satisfy a day-to-day hunger other competitions do not.
The pattern mirrors the Olympics: fans watch gymnastics or swimming during the Games, then mostly tune out. The Seattle Times argues this could be the best men's World Cup ever, yet wishful thinking to believe it will carry into everyday fandom. For soccer, the hardest part has never been getting people to watch — it is getting them to come back. Explore more cultural shifts in our Future Tech & AI Wonders section.
Why are World Cup tourists flocking to Walmart and Buc-ee's?
With travel costs steep — Business Insider found following one team from opener to final could top $31,000 — fans are exploring everyday America. Dozens of Australian supporters visited a Walmart in Arlington, Texas, chanting "We're going to Walmart" before their Egypt match.
Ranch dressing became an unlikely souvenir. The TSA reminded tourists it must go in checked bags; Philadelphia International Airport began selling eight-ounce Hidden Valley Ranch bottles after security. Buc-ee's travel centers drew tourists with barbecue, Beaver Nuggets, and bargain sodas. Road-tripping fans also praised late-night Waffle House stops.
What does the 1994 World Cup era tell us about lasting U.S. fandom?
Bennett's CNBC segment spotlights Americans' growing love for soccer during the 2026 tournament. Yet The Seattle Times cautions that even a spectacular World Cup cannot easily displace entrenched American viewing routines.
Even after Belgium knocked the U.S. out 4-1, Business Insider notes America is still winning fans through the culture visitors discover. Whether that goodwill becomes weekly viewing remains the question linking the 1994 World Cup era to the 2026 tournament now underway.