In 39 days spanning the months of June and July 2026, big-screen broadcasts, sights of colorful jerseys, and sounds of cheerful fans were nearly impossible to miss in Las Vegas. By the end of the week, 78 matches will have been played across 11 U.S. cities as part of the World Cup tournament, and enthusiasm for soccer is at a high point.
For the Las Vegas Lights, the city’s USL Championship soccer team, this enthusiasm has brought stronger engagement and first-time fans to the sport locally.
CEO Shawn Mcintosh told “KNPR’s State of Nevada” that community efforts — such as hosting watch parties and “themed nights” — have the soccer enthusiasm trickling down to smaller teams. For him, the sensation has been driven by the culture that comes with it.
“You're seeing people falling in love with Erling Haaland, who has become such a big deal because of his personality on social [media]. You're seeing the streets littered with diverse cultures, and we can bring that,” he said. “We're really encouraging people to support your local football club.”
But unlike the rest of the world, in the U.S., long-term enthusiasm for soccer doesn’t seem to stick.
The biggest goalkeeper standing in the way of soccer’s traction is market saturation, according to UNLV sports management professor Nancy Lough. The sport consistently trails behind its competitors: American football, basketball, baseball and sometimes hockey.
Another contributor to prolonged enthusiasm for soccer lacking in the States is participation, especially among younger generations. Kids in any park may be kicking a soccer ball across a field, but for the average American family, the high cost of club sports can deter engagement, Lough said.
She gives credit to the Vegas Golden Knights, whose fan base has been driven by their “phenomenal” success as a “participation sport.”
“The U.S. isn't always very well aligned with … the development of the connection between understanding the game, participating in the game, coaching the game, and actually being a fan of the game,” Lough said.
Lights CEO McIntosh echoed that sentiment, stating that hockey is “now a fabric of the culture here, [and] the participation followed the excitement behind VGK.”
Lough proposed one possible solution for embedding soccer within U.S. culture: an emphasis on all audiences and participants when marketing the game.
The United States Women’s team has won four of the nine Women’s World Cup Championships. Lough said the culture of soccer is strong when it comes to women, but despite their success, the female sector of the sport receives less mainstream attention.
“50% of your fans of women's sport are men, but guess what? 45% of your fans of men's sport are women,” Lough said. “If you want to talk about ‘How do we get the interest in the World Cup to transfer to the local level?’… There's a whole market of people out there that know soccer, love soccer, get the culture, and want to be a part of it.”
