Harris Poll：2026 年 FIFA 世界杯调研报告：赛事重塑美国球迷文化及品牌营销机遇（英文版）（11页）.pdf

1、SURVEY CONDUCTED MAY 79,2026|n=2,148 U.S.ADULTSAmericasWorld CupMomentHow the 2026 FIFA Mens World Cup is reshaping soccer fandom and what it means for brands2026 REPORT50%of Americans will be watchingTHE HARRIS POLL 2026 REPORT|AMERICAS WORLD CUP MOMENT02America is showing up for soccerHalf of Amer

2、icans plan to watch the 2026 FIFA Mens World Cup.Despite more than 1 in 4 saying theyve only recently started following soccer.And its because of this tournament.The Harris Poll surveyed 2,148 U.S.adults in May 2026 to understand whats driving that shift,who its reaching,and what it means for brands

3、.50%of Americans plan to watch at least one match on TV,streaming,or social media52%say hosting major events in North America is making them more interested in sports they wouldnt normally followWhos watchingand why it mattersSoccers World Cup audience is not evenly distributed.Three groups are driv

4、ing the surge Millennials,Hispanic Americans,and hybrid workers.They also happen to be among the most commercially valuable audiences in the U.S.Millennials are the core audience62%of Millennials(ages 3045)are interested in the Mens World Cup.Gen Z follows at 57%.Only 24%of Boomers say the same.of B

5、oomers24%of Gen Z57%of Millennials62%Hispanic Americans are the most engaged group63%of Hispanic Americans are interested in the tournament the highest figure of any racial or ethnic group.Among people of color broadly,58%are interested,compared to 37%of White AmericansWhite Americans37%POC American

6、s58%of Hispanic Americans63%Hybrid workers:The audience with the means to act66%of hybrid workers are interested in the Mens World Cup the highest figure of any work-location segment.Theyre also the most likely to watch(70%)or attend in person(48%).This is likely to be because hybrid workers tend to