The main focus of discussion this week largely centers on basketball for many Americans. Millions are tuned in to see whether the New York Knicks will win the NBA Finals for the first time in over half a century. However, in a corner of a sports bar located in midtown Los Angeles, on a table draped with an American flag, football enthusiasts called the “American Outlaws” have their attention elsewhere. Wearing American jerseys and seated beneath flags, these soccer ‘superfans’ gathered to watch the final friendly match between the United States and Germany ahead of the World Cup.
“At this moment, soccer is my life,” says Kirk Lobo, who came with his daughters. “But I didn’t really grow up in an environment where soccer was loved.” Like many Americans, Kirk was raised around basketball. His interest in soccer arose recreationally and also because of world-famous stars like Cristiano Ronaldo.
For another fan, Danny Medina, soccer was never a top priority. However, the appeal of Lionel Messi and Kylian Mbappé drew him toward the game. “Many Americans play basketball, baseball, or other American sports because our primary schools prioritize those games,” Danny explains. “Many athletes participate in competitions that offer better income opportunities.”
The potential revealed by the World Cup factored heavily in FIFA’s decision to assign hosting duties for the 2026 tournament to the United States, Mexico, and Canada, with economic benefits as a key consideration. Broadcast and sponsorship deals worth billions of dollars make this the world’s most commercial and lucrative sporting event, with FIFA anticipating earnings of roughly $9 billion this year alone.
In May, FIFA President Gianni Infantino expressed enthusiasm about soccer’s economic prospects in America, stating it offers investors opportunities for trillions in economic growth. The coming weeks will determine whether the sport and the commercial event firmly establish their influence in the U.S. or if logistical costs and politics will jeopardize the tournament.
Despite infrastructure and political challenges, within weeks it will become clear how soccer impacts the American sporting landscape.
