Much has changed in the world since the United States last hosted the FIFA World Cup®. One thing remains constant, however: The quadrennial competition can produce some of the best drama in all of sports.
“The pageantry, nationalism, and beauty of the game make the World Cup so compelling,” said Mauricio Borrero, Ph.D., Associate Professor, Department of History, St. John’s College of Liberal Arts and Sciences, and a leading authority on global soccer’s signature event. “There is the appeal of friendly competition between nations; internationally appealing superstars; and the increasing number of fans able to travel to World Cup sites and the colorful, playful, and musical ways in which they show their affection for their teams.”
The US, Canada, and Mexico are jointly hosting the 2026 FIFA World Cup®, the first time the Cup has been played on US soil since 1994. Competition continues until the championship game in the New Jersey Meadowlands on July 19.
FIFA, the governing body of international soccer, expanded the field to 48 teams this year, making it the largest and potentially most lucrative World Cup ever, according to Dr. Borrero.
“It is nice to see countries that have never been to a World Cup, like Uzbekistan, get there,” Dr. Borrero said. “It has been close, but it has always seemed to miss. Scotland is another team that has been on the edge of qualifying in recent World Cups, but has not been able to take the last step. It will be nice to see them.”
Born to parents from Colombia—a nation deeply rooted in soccer—Dr. Borrero has been a fan, observer, writer, and lecturer on the sport for decades. His research interest in the World Cup grew out of his study of Soviet-era society, including the role of sports in communist cultures.
A sought-after media expert on the World Cup, Dr. Borrero has been interviewed by the BBC, Al Jazeera, and Time magazine. The 2026 World Cup has the potential to redefine soccer in the US, he said.
“I cannot think of anything that would have a stronger impact on the growth of the game in the United States than the World Cup,” Dr. Borrero said. “This tournament in particular has been so omnipresent and well-publicized that kids are going to jump on the soccer bandwagon.”
The 1994 World Cup, played exclusively in the US, generated $235 million in revenue. It was watched by 32 billion viewers in 188 countries. Nearly 3.6 million fans attended matches across nine different venues.
According to FIFA projections, the 2026 World Cup should attract 6.5 million visitors to the matches and generate a record-breaking $13 billion in revenue. In addition to its televised audience, the tournament is expected to engage six billion people—about three-quarters of the world’s population—through streaming and social media, technologies that did not exist when the tournament was last played in the US.
The impact of tech advances on in-game attendance and television ratings is one data point Dr. Borrero will study over the next five weeks. “The streaming environment has changed the way people can consume the tournament, allowing you to watch, say, Senegal or Haiti if you are inclined,” Dr. Borrero said. “What kind of impact will that have on people going to the games?”
Likewise, the growth of women’s soccer in the US since 1994 also figures to drive up ratings, attendance, and social media interest, Dr. Borrero said. The US National Team has won three FIFA Women’s World Cup® titles and five Olympic gold medals since 1994.
“The success of the US women’s team has made soccer more of a family sport,” he said. “The fact that so many young women are watching and playing the game should put more eyes on the men’s tournament.”
However, a key difference from 1994 is the global perception of the United States, Dr. Borrero said. The 2026 World Cup has become increasingly entangled with US politics, particularly amid the American military conflict with Iran, one of the 48 teams in the field.
Dr. Borrero will monitor the political developments surrounding the World Cup. “The political context is so different from 1994,” he said. “In ’94, the US was seen throughout most of the world in positive terms; that is not the case now. And what is going to happen to those fans who cannot come, or is it only people from those countries’ diasporas who can attend?”
On the field, Dr. Borrero favors the pretournament favorites, including Spain, France, and England, all ranked among the top five teams. “Spain and France are obviously the teams that should get to the final. England could go far, even to the final.”
As for a dark horse, Dr. Borrero said, “Portugal might have a good shot, as well as defending champion Argentina if things go its way.”
The US is considered a long shot to win the tournament, but could surprise, Dr. Borrero said. A trip to the semifinals is not out of the question. The US got off to a solid start on June 12, defeating Paraguay 4-1.
“The Americans getting to the semifinals would be a great tournament,” Dr. Borrero said. “Anything less than the quarterfinals might be disappointing.”
