How Did Soccer Become Popular in the United States

With the FIFA World Cup underway, a Rutgers expert unpacks the generational shifts driving interest in the sport

The world has changed significantly since the United States last hosted the World Cup in 1994.

Major League Soccer-a professional soccer league in North America comprised of 30 teams-didn't exist yet. Neither did streaming media. Nearly half of today's global population - Generation Z (1997-2012) and Generation Alpha (2013-present) - wasn't even born.

These two digitally native generations are embracing soccer at unprecedented rates. In the U.S. alone, they represent a large chunk of the 16.8 million outdoor and 6.6 million indoor soccer participants recorded by the Sports & Fitness Industry Association.

And unlike the audiences of 1994, these younger fans don't just watch the game; they play it, stream it, share it, and experience it through a hyper-connected, global lens.

To understand how this demographic shift will reshape the tournament and the sport's popularity in the United States, we spoke with Mark Beal, assistant professor with School of Communication and Information, and a leading expert in Gen Z marketing and sports business.

Was there this much anticipation and attention the last time the World Cup came to the United States? What surged Gen Z and Alpha's interest in the sport?

The increasing popularity of professional soccer in the United States - with Major League Soccer (MLS) and the United Soccer League (USL) both coming on the scene in 1996, and the National Women's Soccer League (NWSL) that kicked off in 2013 - are all contributing to more anticipation and attention leading up to this year's FIFA World Cup. This is the first World Cup to be played across three countries: Mexico, Canada and the United States. Also, media and content channels that didn't exist 32 years ago, including TikTok, Instagram, YouTube, and Roblox, are amplifying the sport of soccer and the 2026 World Cup and effectively engaging Gen Z and Gen Alpha.

How much of the younger generations' interest in soccer can be attributed to digital gaming? And how can physical events bridge that gap to keep them engaged after the World Cup ends?

Gen Z and Gen Alpha are unprecedented generations of content creators and consumers. They do not rely on traditional television news and other media that were prevalent in 1994. Across their preferred media channels, including TikTok, Instagram, Snapchat, YouTube, and podcasts, they are engaging with an endless amount of on- and off-the-pitch soccer content produced and distributed by FIFA, pro soccer leagues, teams, players, creators, influencers, corporate sponsors and the United States Soccer Federation. FIFA Super Soccer, Soccer Arena, and Soccer Rivals on Roblox are just three examples of metaverse marketing and gaming that are introducing soccer to Gen Z and Gen Alpha in a way that increases their interest in playing soccer and attending soccer events including college and professional soccer as well as the World Cup.

A portion of Gen Z and Gen Alpha consumers will be so effectively engaged by the FIFA World Cup "surround sound" - multiplatform content - in 2026 that they will become soccer players and participants for many years after this year's final is played at MetLife Stadium in East Rutherford on July 19.

With Gen Z and Alpha favoring TikTok and reels, how do you expect the consumption of a 90-minute soccer match to change? Will the "highlights" and influencer posts become more important than the game itself?

Like the recent Olympic Games in Milan in 2026 and Paris in 2024, consumption of sports and entertainment events significantly differs for Gen Z and Gen Alpha in comparison to older millennials, Gen X and Boomers. Many members of Gen Z and Gen Alpha will consume the 2026 World Cup via video shorts across their preferred content channels. They may occasionally watch a 90-minute match when it attracts their interest and fits into their schedule, but FOX, FS1, Telemundo, Universo, and Peacock will not dictate World Cup content viewing for Gen Z and Gen Alpha. Gen Z and Gen Alpha will consume World Cup content when and where they prefer. Off-the-pitch content, including celebrities, fashion, food, music, and behind-the-scenes player, fan- and influencer-generated content will be just as appealing to them as a great goal to win a match.

Is America officially a "Soccer country"? What has changed in the United States that has led to a larger and more engaged audience? Is this a temporary fixation, or is Gen Z and Gen Alpha interest here to stay?

Soccer in the United States has always been decentralized. There was never alignment among the United States Soccer Federation, professional leagues and youth and recreational soccer governing bodies in a way that resulted in a unifying effort to market, promote and grow the game in the United States for all ages. In 2025, the United States Soccer Federation launched its new "Pathway Strategy" with buy-in, alignment, and collaboration from the professional leagues and youth soccer organizations around a shared mission to make soccer in the United States more accessible and affordable in a way that results in soccer becoming the leading participation sport in the country. If that shared mission is accomplished over the next decade and beyond, the United States will officially emerge as a "Soccer country."