随着 2026 年国际足联世界杯（FIFA World Cup™）的日益临近，美国的足球迷也在不断增加。随着受众的不断增加，品牌赞助商和广告商需要了解这些球迷是谁，以及他们如何参与其中，以利用这种不断上升的人气。
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
在哪里与粉丝互动
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.
这些数据凸显了美国世界杯球迷在赛场内外全身心投入赛事的强烈意愿。
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
连接数字平台
粉丝们感兴趣的内容
与亲临现场观看比赛的球迷类似，世界杯球迷也普遍表现出强烈的文化体验倾向。
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
对于品牌来说，了解球迷的看法和态度也很重要，而美国的足球迷们正趋之若鹜。与 NBA、MLB 和 NFL 球迷相比，足球迷整体上更愿意选择品牌赞助的产品，更关注社交参与，更了解品牌赞助商，并在观看比赛后购买更多赞助产品。
与普通人相比，美国世界杯球迷对哪些方面感兴趣也有几个突出之处。
- 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.
- 娱乐 - 38% of World Cup fans and 49% of Hispanic fans are more likely to be interested in video games or mobile games.9
准备启动 2026 年
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 2025 年全球体育报告 和 2025 Hispanic DIS Report have further soccer trends and insights to support your brand strategies ahead of the big tournament and beyond.
备注
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)
