A paixão pelo futebol nos EUA está ganhando força em antecipação à Copa do Mundo da FIFA™ de 2026. E com esse público crescente, os patrocinadores e anunciantes de marcas precisam entender quem são esses torcedores e como eles estão se engajando para capitalizar essa popularidade crescente.
The tournament is set to significantly boost soccer’s popularity, with 37% of the general population expecting their interest in the sport to increase over the next 18 months.1 Currently, 74% of dedicated current World Cup fans also foresee their interest growing even further. But most notably, Hispanic communities and younger audiences are leading the way in driving soccer’s over popularity and engagement.2
Onde interagir com os fãs
There’s a significant opportunity for in-person engagement and localized activations with 25% of World Cup fans planning to attend the games.3 Fans attending games in host cities also intend to engage in a variety of activities beyond just the matches themselves, indicating an interest in a broader festival atmosphere and exploring local culture and attractions.
Esses dados destacam uma forte inclinação entre os torcedores da Copa do Mundo dos EUA para mergulhar totalmente no evento, tanto dentro quanto fora dos estádios.
And for those not attending the games, 67% of U.S. World Cup fans and 30% of the U.S. general population plan on watching full games, further underscoring significant engagement opportunities outside of the in person action.4
Conexão em plataformas digitais
No que os fãs estão interessados
Da mesma forma que os participantes presenciais dos jogos, os torcedores da Copa do Mundo em geral demonstram uma forte inclinação para experiências culturais.
A significant 71% are interested in attending music concerts, compared to just 57% of the general population.5 This interest is even more pronounced among Hispanic World Cup fans, with 76% expressing interest in live music.6 Similarly, 69% of World Cup fans are interested in arts and culture (vs. 52% general population), a figure that jumps to 78% for Hispanic World Cup fans, indicating a strong overall overindex compared to the general population in both areas.7 Hispanic fans also show a strong interest in team merchandise as they are more than two times as likely to have purchased Major League Soccer or team gear in the past 12 months than the total U.S. population.8
Também é importante que as marcas conheçam as percepções e atitudes de seus torcedores - e os torcedores de futebol dos EUA estão se inclinando para isso. Os torcedores de futebol em geral, em comparação com os torcedores da NBA, MLB e NFL, são mais receptivos à escolha de produtos patrocinados pela marca, preocupam-se mais com o envolvimento social, mantêm-se informados sobre os patrocinadores da marca e compram mais produtos patrocinados depois de assistir a um jogo.
Há também várias áreas de destaque no que diz respeito ao interesse dos torcedores da Copa do Mundo baseados nos EUA em comparação com a população em geral.
- Investment — Overall U.S. World Cup fans are 78% more likely to be interested in cryptocurrency and 55% more likely to be interested in stocks.
- Social themes - 52% of World Cup fans and 63% of Hispanic fans are more likely to be interested in social causes and themes.
- Entretenimento - 38% of World Cup fans and 49% of Hispanic fans are more likely to be interested in video games or mobile games.9
Prepare-se para dar o pontapé inicial em 2026
The soccer fandom in the U.S. is buzzing, bringing passion and excitement as the FIFA World Cup 2026™ draws closer in June 2026. Do you have a plan in place to take advantage of this momentous cultural moment? Get advanced insight data into the soccer fandom to get ahead of the game with our 2026 Soccer Fan Insights.
For more soccer and sports sponsorship trends, our Relatório global sobre esportes 2025 e 2025 Hispanic DIS Report have further soccer trends and insights to support your brand strategies ahead of the big tournament and beyond.
Observações:
1, 2, 3, 4, 5, 6, 7, 9 Nielsen Fan Insights (April-June 2025)
8 Scarborough USA+ 2025 Release 1 Total (Jan 2024-May 2025)
