Recent data shows that businesses have a major chance to capture the attention of millions of dedicated football fans in the United States, while also appealing to an equally large group of casual viewers who may be watching the sport for the very first time during the FIFA World Cup 2026. The event will be hosted next year across the United States, Mexico, and Canada.
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Horizon Sports & Experiences shared an exclusive study with ADWEEK titled The United States of Soccer. This one outlines not only how brands can engage nearly 60 million existing football enthusiasts in the U.S., but also how they can reach the additional 59 million people expected to tune in for the tournament.
Despite not being regular followers of the sport. Understanding who these viewers are and what matters to them should be a top priority for companies during football’s biggest global showcase, and HS&E’s latest findings reveal why. Businesses that have yet to target either casual or devoted fans before the FIFA World Cup 2026 have more incentive than ever to do so.
According to the study, these potential viewers earn between $83,000 and $85,000 annually, significantly higher than the national median income of $72,000. Their average age range of 40 to 43 is also younger than the average U.S. consumer age of 47.
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USA FIFA World Cup: Kerry Bradley’s Perspective on Football’s Growth in the U.S.
HS&E predicts that as many as 12 million of these casual viewers will convert into football fans after the tournament. There’s a strong reason for companies to understand what sets new fans apart from long-time loyalists and tailor their strategies accordingly. Dedicated football supporters and less engaged World Cup viewers vary widely in terms of location.
Household makeup, preferred ways of consuming the sport, and even the personalities they admire within the game. HS&E advises that the most effective approach is to make campaigns as personalized as possible across digital, social media, experiential events, retail, and community outreach.
This creates a unique opportunity to engage both the committed, passionate football community. In addition, a fresh wave of fans drawn in by the excitement of the FIFA World Cup 2026 in North America. This has been a rewarding project for me personally and professionally, said Kerry Bradley, SVP of Strategy at HS&E.
I grew up with football and have had a front-row seat to its growth in the U.S. over the past few decades from a business perspective. Aimed at HS&E, when we talk about sports marketing, in addition to finding the most efficient, impactful ways for brands to succeed. We always stress that there’s no one-size-fits-all solution, especially in football.
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The Road to FIFA 2026: A Brand’s Moment to Act
Bradley emphasized that even if next year’s casual World Cup viewers eventually become more committed fans, their profiles and behaviors will still differ from those of existing supporters. For instance, only 39% of the World Cup 2026 surge audience is married, compared with 50% of long-term football fans.
Likewise, just 28% of these newcomers have children, compared to 43% of avid football followers. While women still make up a minority of FIFA World Cup viewers at 43%, their share is higher than the 37% they represent among the overall U.S. football fan base. This shift signals a growing diversity within the audience, one that brands can strategically embrace.
By way of the countdown to the FIFA World Cup 2026 continues, the findings from HS&E highlight an unprecedented marketing opportunity for brands. With the tournament set to captivate both lifelong supporters and a massive influx of first-time viewers across North America, businesses that act now can build fixed dealings with a diverse and evolving audience.
By embracing tailored, data-driven strategies, companies have the chance not only to ride the wave of World Cup excitement but also to convert casual spectators into loyal football admirers, creating an impact that will extend far beyond the final whistle in 2026.
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