Once an outsider in the U.S. sports scene, soccer is now steadily gaining ground against the long-standing dominance of the NFL, NBA, MLB, and NHL. In June, YouGov published research showing U.S. sports fans, especially younger audiences, are warming up to soccer. New data from YouGov’s July 2025 U.S. Sports Custom Survey shows positive engagement with the FIFA Club World Cup 2025, which was hosted by the U.S. These results indicate a promising trajectory leading up to the FIFA World Cup 2026, which will be co-hosted by the U.S.

Winning Over a New Generation: Evidence from the FIFA Club World Cup 2025

Viewership of the FIFA Club World Cup 2025 was strong, especially among U.S. sports fans aged 18-34. 18–34-year-old fans were 70% more likely to have watched at least one FIFA Club World Cup 2025 match compared to the general sports audience (58% vs. 34%). Soccer fans showed the highest engagement rate, with 82% watching at least one game, underscoring the tournament’s resonance with its core audience.

Understanding why fans chose to tune in can offer insight into the tournament’s wider appeal. The top motivator was the “quality of the competition,” cited by 35% of respondents. Fans were drawn to the high caliber of play and the prestige of the participating clubs. The fact that the U.S. hosted the tournament was the second most influential factor (31%), followed closely by the opportunity to see teams from different regions compete (29%), indicating that both global diversity and local relevance were key elements in driving viewership among U.S. fans.

The revamped format of the FIFA Club World Cup 2025 has been met with optimism. Among U.S. sports fans who have an opinion, half (50%) view the changes positively. Younger fans are even more enthusiastic, with 62% of 18-34-year-old fans supporting the new format. Soccer fans are the most supportive demographic, with a striking 74% expressing a positive outlook. This broad approval suggests that FIFA’s gamble on expansion and restructuring is paying off.

The tournament didn’t just meet expectations; it surpassed them for many. Nearly half of U.S. sports fans (44%) say the FIFA Club World Cup 2025 exceeded their pre-tournament expectations. Among younger fans aged 18-34, that figure climbs to 54%. Over half of soccer fans (57%) said that the event outperformed their expectations, a major win for FIFA. These results point to a successful rollout that not only captured attention but over-delivered on its promise to increase interest.

From Club to Country: Eyes on the FIFA World Cup 2026

The FIFA Club World Cup 2025 also served as a soft launch for the U.S.’s role in the upcoming FIFA World Cup 2026. Among those who shared their opinion, 58% of U.S. sports fans believe the country is prepared to co-host the global event. Confidence is even higher among younger fans (62%) and soccer fans (70%), suggesting that the FIFA Club World Cup 2025 may have helped bolster the global excitement for the United States’ role in co-hosting the FIFA World Cup 2026.

With the tournament less than a year away, 38% of U.S. sports fans plan to watch the FIFA World Cup 2026. Among 18-34-year-olds, that number jumps to 55%. Soccer fans are united in their intent to watch, with 83% planning to follow the tournament. These figures suggest that the World Cup is poised to be a major cultural moment, especially among younger demographics.

Evaluating the Club World Cup’s new format: Excitement and prestige

The data paints a clear picture: the FIFA Club World Cup 2025 successfully captured the attention of U.S. sports fans, particularly younger audiences. With strong viewership, positive sentiment around the new format, and a measurable impact on future World Cup engagement, the tournament has laid a solid foundation for soccer’s continued growth in the United States. If these trends hold, the FIFA World Cup 2026 could mark a watershed moment for the sport in United States.

Get in touchExplore Custom Research