{"id":657947,"date":"2025-12-27T14:24:58","date_gmt":"2025-12-27T14:24:58","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/657947\/"},"modified":"2025-12-27T14:24:58","modified_gmt":"2025-12-27T14:24:58","slug":"how-the-united-states-is-emerging-as-a-global-sports-powerhouse-ahead-of-the-2026-world-cup","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/657947\/","title":{"rendered":"How the United States is emerging as a global sports powerhouse ahead of the 2026 World Cup"},"content":{"rendered":"

The United States<\/b> is on track to become the new center of global sports<\/b>. And this is not just about 2026<\/b>, when it will host the biggest FIFA World Cup<\/b><\/a> in history, expanded to 48 teams. The process began in 2024 with the Copa Am\u00e9rica<\/b>, which ended with Argentina crowned champions, and continued in the middle of this year with the inaugural FIFA Club World Cup<\/b>, widely considered a success and backed by a key figure of influence: President Donald Trump<\/b>. Trump even took part in the final, not only during the trophy presentation ceremony but also joking and even dancing with Chelsea\u2019s victorious players.<\/p>\n

In addition to the 2026 World Cup, the United States is preparing to host what is widely regarded as the largest sporting event of all time, the 2028 Olympic Games<\/b><\/a>, <\/b>which will be held in Los Angeles<\/b> and promise to be among the most technologically advanced<\/b> in history. <\/p>\n

This week, The Athletic also reported that the 2028 Copa Am\u00e9rica could be staged in the United States<\/b>. According to the outlet, CONMEBOL and CONCACAF are already in talks, with the only obstacle<\/b> being the fact that the Olympics would take place in the same year.<\/b> For this to happen, the organizations would need to reschedule dates<\/b> so the events do not overlap.<\/p>\n

\"HowThe 2028 Olympic Games will be held in Los Angeles. CAROLINE BREHMAN<\/p>\n

A report jointly produced by FIFA and the World Trade Organization estimates that spending associated with the 2026 World Cup will generate a $17.2 billion impact on U.S<\/b>. GDP<\/b> and $40.9 billion globally. The tournament is also expected to create 185,000 full-time equivalent jobs in the United States<\/b> and 824,000 worldwide.<\/p>\n

The big remaining question is whether the United States will truly become the new global hub of sports in the coming years and whether it will manage to popularize soccer in the country<\/b>, where the sport still lags well behind others in terms of popularity. Competition<\/b> will come from the Middle East, and Qatar<\/b> and Saudi Arabia<\/b> in particular.<\/p>\n

\u201cPreviously known in the sports world mainly for the NBA and the NFL, the United States is now experiencing a growing move toward soccer<\/b>, partly driven by large-scale events. This agenda not only attracts international attention but also catalyzes investment in infrastructure, media, and advertising<\/b>, while creating a range of business opportunities<\/b> for the market, such as hospitality and premium services for fans,\u201d explains Joaquim Lo Prete, national manager at Absolut Sport.<\/p>\n

\u201cThe U.S. market<\/b> has become the epicenter of a globalized audience<\/b>. By hosting the world\u2019s most important soccer tournaments, the United States is establishing itself as a destination for global sports tourism<\/b>, offering a massive showcase for the sport that connects fans from every continent in a single place,\u201d says Thales Rangel Mafia, marketing manager at Multimarcas Cons\u00f3rcios.<\/p>\n

Amid all of this, major NBA and NFL games will continue to take place<\/b>, further energizing daily life in these cities and, as a result, bringing enjoyment to the tourists who will be in the area during these events.<\/p>\n

\"HowLeBron James is one of the United States’ biggest sporting stars. KATELYN MULCAHY<\/p>\n

\u201cTo give a sense of this expansion, FIFA moved its operations to Miami<\/b> in 2023, taking into account the investments made by the country\u2019s top league, Major League Soccer, especially after the arrival of stars such as Lionel Messi<\/a> and Luis Su\u00e1rez at Inter Miami. In addition, more than 100 employees from world soccer\u2019s governing body have relocated from its headquarters in Switzerland to Coral Gables<\/b>, which will house the organization\u2019s legal, audit, compliance, and risk management departments. The United States has begun to explore global events, investing heavily in soccer<\/b> and once again hosting major competitions. On the other hand, when it comes to American football<\/b>, the most popular sport among Americans, there has been a process of internationalization of brands<\/b>. In Brazil<\/b>, we have followed NFL games in recent years, but now we will also host college football events<\/b>, which attract a more engaged audience. We expect to welcome 20,000 American tourists<\/b> for the game in Rio de Janeiro,\u201d says Bruno Guilherme, CEO of Sports Business, the company responsible for organizing the game between the Virginia Cavaliers and the NC State Wolfpack<\/b>, which will be played at Nilton Santos Stadium in Rio de Janeiro in August 2026. <\/b><\/p>\n

The rise of the United States as a global sports hub is creating a domino effect: clubs, leagues, and stadiums in other countries are adopting more advanced technologies<\/b> to avoid losing relevance. Event operations in the U.S. are already based on automation, data intelligence, and integrated systems, setting a new standard of excellence that tends to be replicated internationally, says Tironi Paz Ortiz, CEO and founder of Imply Tecnologia.<\/p>\n

\u201cI believe brands can benefit enormously from the visibility and opportunities offered by major sporting events in the United States<\/b> in the lead-up to the 2026 World Cup<\/a>. By adopting an integrated and creative approach, leveraging sponsorships, strategic partnerships, engagement campaigns, and interactive consumer experiences, brands can increase visibility, build loyalty, and align with positive values<\/b>, ensuring a lasting and meaningful impact,\u201d says Wagner Leitzke, digital director at the agency End to End.<\/p>\n

\"HowFIFA President Gianni Infantino during a promotional event for the 2026 World Cup.ROBERTO SCHMIDT<\/p>\n

\u201cAfter several historical attempts to popularize soccer, the growing influence of Latino culture<\/b>, combined with the hosting of<\/b> major events<\/b> and the presence of top-tier stars<\/b> in the domestic league, has proven to be a winning formula for elevating the importance of the sport in the most competitive market<\/b> in the world. Competing for attention with the other four well-established major leagues is a major challenge, but soccer has everything it needs to solidify its presence <\/b>this time,\u201d analyzes Ivan Martinho, a professor of sports marketing at ESPM.<\/p>\n

According to Heraldo Evans, commercial and marketing manager at Recoma, the United States <\/b>is no longer just a major consumer market and is <\/b>positioning itself as a global hub for the sports industry. \u201cThe country has invested heavily in infrastructure, content, and experiences<\/b>, expanding interest in sports that historically were not part of the local imagination and attracting major global events to the country. This movement creates new business opportunities, draws an international audience<\/b>, and redefines standards for production and management in sports. For companies in the sector, such as Recoma, this scenario represents opportunities to integrate into an increasingly sophisticated ecosystem that values innovation, sustainable operating models, and projects capable of interacting simultaneously with different sports cultures. It is an environment that expands boundaries and requires all of us to think about sports in a more global way<\/b>.\u201d<\/p>\n

The Recoma executive emphasizes that the United States\u2019 approach follows a logic similar to China\u2019s in 2008. \u201cIdentify the sports with the greatest medal potential and direct investments toward them<\/b>. At the same time, the country is taking advantage of the renewal of the Olympic program, which has incorporated younger sports such as skateboarding, surfing, climbing, and breakdancing, bringing the Games closer to a new audience. By strengthening these sports and attracting sponsors who previously did not invest in the Olympic environment, the United States aims to reclaim its historic prominence<\/b> precisely in the edition it will host in Los Angeles.\u201d<\/p>\n

From soccer to football<\/b><\/p>\n

Donald Trump\u2019s<\/b> interviews are often surrounded by controversy or reveal new information. During the draw ceremony for the 2026 World Cup, the U.S. president once again mentioned, in a critical tone, a possible name change from \u201csoccer,\u201d typically used in the United States, to \u201cfootball,<\/b>\u201d which is commonly referred to as \u201cAmerican football\u201d, outside the U.S. \u201cIt makes no sense. We have to think of another name,\u201d he said briefly.<\/p>\n<\/p>\n

The statement came as no surprise. After the FIFA Club World Cup final earlier this year between PSG and Chelsea at MetLife Stadium in New Jersey, Trump<\/b> gave an interview to DAZN, the network that holds the competition\u2019s broadcasting rights, and said he was considering signing an executive order to require that the term \u201csoccer\u201d be called \u201cfootball\u201d in the United States. <\/b>\u201cI think we can do it. I think I could do it,\u201d he said.<\/p>\n

Trump was one of the guests of honor of FIFA president Gianni Infantino<\/b>, and the relationship between the two leaders has grown increasingly close. So much so that the U.S. president was one of the central figures in the award ceremony and trophy presentation <\/b>to Club the World Cup finalists, and FIFA itself maintains an office in Trump Tower<\/b> in New York in the run-up to the tournament.<\/p>\n

\"HowFIFA chief Gianni Infantino with US President Trump in the Oval Office.ANNA MONEYMAKER<\/p>\n

Soccer<\/b>, or in the future \u201cfootball,\u201d as Trump suggests, does not even rank among the five most popular sports in the United States<\/b>. It still trails American football (NFL), basketball (NBA), baseball (MLB), boxing, ice hockey (NHL), and even college football. Soccer may emerge later through Major League Soccer<\/b>, which has seen a surge in popularity over the past two years following multimillion-dollar investments in world-class players such as Lionel Messi<\/b>, now with Inter Miami.<\/p>\n

Trump has said he wants to see soccer grow in the United States, hoping it can soon match the country\u2019s other global positions. But could changing the name have any effect?<\/p>\n

\u201cI think it would be a historic change that would reveal a global truth: the United States resisted for years a sport invented by the English, not by Americans. More traditional fans will not like it. Fans of Latino heritage, who already make up nearly 20% of the population, will like it<\/b>, and its popularization will come in future generations<\/b>, who will learn to call \u2018f\u00fatbol\u2019 the sport played with the feet,\u201d analyzes Ivan Martinho, a professor of sports marketing at ESPM.<\/p>\n

\u201cThere could be a kind of antagonism, intentional or accidental, between soccer and American football. If it is a form of social engineering, it could even be part of a proposal for cultural division<\/b>. But it could also have a geopolitical agenda, linking the \u2018money\u2019 that is so strong in modern soccer with American football, involving Saudi Arabia, Qatar, and the Emirates,\u201d explains Alexandre Vasconcellos, regional manager at Flashscore.<\/p>\n

\u201cI think it helps to \u2018popularize\u2019 the sport in the U.S., even if it is through the force of controversy and antagonism.<\/b> Even if it is legally complex or practically unfeasible, at least in terms of everyday language, it can be quite effective at drawing attention and provoking divisions, for example between a more \u2018traditional\u2019 local population and another with a more cosmopolitan or internationalist outlook,\u201d the executive adds.<\/p>\n

\u201cItalians have \u2018Calcio\u2019 in the name of their federation instead of \u2018football,\u2019 and that is not a problem. What matters is the willingness of the most powerful president in the world to help the sport grow<\/b> in his country like nowhere else. The name is secondary if everyone knows what it refers to,\u201d says Thiago Freitas, chief operating officer at Roc Nation Sports. \u201cWomen\u2019s soccer is a success. The national team is even one of the global powerhouses. Men\u2019s soccer has not taken off yet and is in a phase of slow, gradual growth. In my view, changing \u2018soccer\u2019 to \u2018football\u2019 could cause unnecessary confusion<\/b>, especially because I do not believe that would be the trigger for a breakthrough. I prefer the formula of planning, strategy, investment, and time<\/b>,\u201d adds F\u00e1bio Wolff of Wolff Sports and Marketing. <\/p>\n

\u201cI think it would be interesting, but without major changes in the sport\u2019s evolution. Still, it is another positive point for the Club World Cup. The president clearly understood firsthand the power of soccer<\/b>,\u201d says Ren\u00ea Salviano, CEO of Heatmap and a sports marketing specialist who manages brand contracts involving professional athletes.<\/p>\n

\u201cAt a time when the United States is hosting the World Cup, aligning the name of the sport with international vocabulary has a strategic effect<\/b>. It makes global marketing easier, improves connections with new fans<\/b>, and strengthens synergy with brands and sports properties,\u201d concludes Wagner Leitzke, club director at End to End.<\/p>\n

Even weather-related stoppages<\/b> during World Cup matches can turn into opportunities for fan engagement and sponsor sales.<\/b><\/p>\n

Climate change has been altering the global sports calendar, creating impacts that go far beyond the sport itself. At the Club World Cup, six of the 59 matches played were affected by stoppages<\/b> due to \u201csevere weather alerts.\u201d Despite the logistical challenges, these moments also create opportunities for strategic actions by brands and sponsors looking to connect with fans<\/b> in creative ways and boost in-stadium consumption. Even at the Club World Cup, cooling breaks were sponsored.<\/b><\/p>\n

\"HowThe Club World Cup game between Pachuca and Red Bull Salzburg is delayed. Juan Ignacio Roncoroni<\/p>\n

\u201cOrganizers of the World Cup must be prepared for situations caused by climate change.<\/b> These require attention to public transportation and safe shelters for fans, but they can also be used to connect with supporters and generate value for sponsors<\/b>,\u201d says Anderson Rubinatto, CEO of Goola\u00e7o, a company specializing in sports events.<\/p>\n

During these pauses, the mobile phone becomes the fan\u2019s main ally.<\/b> Statistics and live score apps see spikes in usage while matches are suspended. This window, once viewed only as a problem, is now being seen as an opportunity for real-time digital activations.<\/b><\/p>\n

Creativity is a key differentiating factor in this scenario. With the support of technology, tools such as QR codes on stadium screens can direct fans to challenges, giveaways, or exclusive content<\/b> during forced stoppages. Joaquim Lo Prete, national director of Absolut Sport in Brazil, believes the key lies in offering something unique and time-limited.<\/p>\n

\u201cIt is possible to launch contests, giveaways, or challenges with instant prizes, such as products, discounts, or VIP experiences<\/b>, accessed through QR codes displayed on stadium screens or during broadcasts. The action must be exclusive to the moment of the interruption. With planning and strong execution, this strategy keeps fans engaged and also stimulates consumption<\/b>,\u201d he explains.<\/p>\n

\"HowThe NFL remains the USA’s No.1 sporting attraction. Jeffrey Becker<\/p>\n

In the United States, leagues such as the NFL, MLB, and MLS have been dealing with these types of situations for years<\/b>. While there is no specific federal legislation governing weather-related stoppages, each league follows its own protocols and carries insurance that covers financial losses caused by delays or cancellations.<\/p>\n

So-called event cancellation insurance is common and guarantees coverage in the event of unforeseen weather conditions<\/b>. In addition, policies such as the Weather Research and Forecasting Innovation Reauthorization Act help improve weather forecasting and risk monitoring for large-scale events.<\/p>\n

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