8.4 million new Americans identify as football fans after FIFA World Cup 2026, says Nielsen

Spain beat Argentina 1-0 in the final of FIFA World Cup 2026 in New Jersey. | Photo Credit: Getty Images

The FIFA World Cup 2026 has widened the football fan base in the United States according to survey by Nielsen.

New Nielsen Fan Insights data shows that the number of Americans who identify as football fans jumped to 75.2 million in July 2026, up from 66.8 million a year earlier. That means 8.4 million new fans joined the sport in just one year, and overall U.S. football fandom is up 27% over the past five years.

Here’s what the survery has helped understand:

MLS: Audiences on FOX and FS1 are up 55% among men 18-34 and 29% among adults 18-34 since the league resumed after the World Cup break, compared with pre-World Cup regular-season matches. The number of MLS fans has grown 28% over the past five years, adding 11.7 million fans to the league’s potential audience.

Premier League: Viewership on NBC/USA Network is up +30% in Adults 18–34 (including Spanish broadcasts)

LaLiga: Viewership across ESPN, ESPN2, ABC and ESPN Deportes is up 42% year-over-year, with a 60% increase among persons 18-34.