For Soccer's Fan Report: What Brands Must Know About U.S. Fans Ahead of the 2026 FIFA World Cup

New data from For Soccer's 2025 U.S. Soccer Fan Report highlights Gen Z growth, multicultural engagement, and actionable insights for World Cup brand campaigns

NEW YORK, June 11, 2025 /PRNewswire/ -- Exactly one year from today, the largest sporting event in history, the 2026 FIFA Men's World Cup, kicks off across North America. For brands, it's a once-in-a-generation chance to build campaigns that authentically tap into the unique appeal of World Cup soccer and break into mainstream culture during a tournament projected to generate up to $40.9 billion in GDP.

But that's easier said than done in the U.S., where soccer fans are driven by diverse identities and motivations. That's why For Soccer, the preeminent soccer marketing, media, and experiences company in North America, has released new data and insights designed to help brands better understand and more effectively engage the soccer audience in the lead-up to the World Cup.

"Every World Cup sparks a surge in brand interest, and with the 2026 tournament on home soil, we expect unprecedented levels of engagement," said John Guppy, President of Growth Enterprises at For Soccer. "But to win the crowd, you must first understand the soccer core. We encourage brands to craft campaigns that unlock mainstream reach through insights that are both creative and culturally grounded in the game."

For Soccer's 2025 United States of Soccer research initiative—now in its 12th year—surveyed over 2,000 fans aged 16 and up, from newcomers to die-hards, across all 50 states. The research uncovers critical nuances from the rise of Gen Z, female, and multicultural fans, to the varied motivations behind team support. While 55% of fans name the U.S. as their top team, many also follow Mexico, Brazil, Argentina, and others, driven by heritage, player admiration, and style of play. The report outlines how fans segment into distinct behavioral profiles from loyal one-team followers to those who embrace multiple teams and shows how national pride intersects with a globally minded fan identity.

The data goes beyond demographics to help brands build smarter campaigns. It pinpoints the most engaged U.S. markets, reveals how patriotism spikes during global tournaments, and highlights the opportunity summer 2026 offers amid a relatively uncluttered sports calendar. 

"The brands that win in 2026 will see this not just as a media moment, but as a soccer-driven cultural movement," Guppy said. "Our research, and our broader agency work, is all about helping brands develop a sharper lens on how to get there."

Summary of topics covered:

• Demographic Trends: Age, gender, ethnicity, and length of fandom.
• Fan Motivations: Identity, heritage, player loyalty, and play style.
• Fandom Profiles: From single-team loyalists to global team supporters.
• Top National Teams Followed: U.S., Mexico, Argentina, Brazil, and more.
• Emotional Engagement: National pride and global identity crossover.
• Top Markets for Activation: DMAs with highest fan engagement scores.
• Media Consumption: TV viewership, digital behavior, and ticket interest.
• Strategic Timing: Why summer 2026 is key for soccer brand campaigns.

To explore the Insights Report, visit: Insights into American World Cup Fans

FOR SOCCER

For Soccer is the preeminent North American soccer marketing, media, and experiences company, focused on helping brands accelerate soccer growth through research, content, experiential marketing, sponsorships, and our owned properties of Alianza de Futbol and Black Star.

Contact:
Michael LoRe
michael.lore@forsoccer.com

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SOURCE For Soccer