North America’s football fan base tops 136 million ahead of FIFA 2026

MUMBAI: The countdown to kick-off is already winning hearts, long before the first whistle blows. Football’s popularity is surging across North America, with more than 136 million people now identifying as fans, according to a new Nielsen report released ahead of the FIFA World Cup 2026. The study, covering the United States, Canada and Mexico, found the region’s football fan base has grown 10.9 per cent over the past five years as anticipation builds for the global tournament.

The United States has emerged as the world’s fourth-largest football market, with 62.5 million fans, while 64 per cent of respondents said they expect their interest in the sport to continue growing. The report also found that one in four football fans in North America began following the sport within the last five years, while 68 per cent said their interest has increased over the past three years.

Much of the momentum is being driven by younger audiences. Millennials and Gen Z account for 76 per cent of football fans in the US, with the average supporter aged 33 and generally more affluent than the wider population. Female engagement is also outpacing Europe, with women making up 43 per cent of football fans in North America, compared with 36 per cent across European markets.

Beyond entertainment, the sport is increasingly becoming part of everyday life. Among respondents, 29 per cent cited personal enjoyment as the primary reason for following football, while 14 per cent pointed to social connection and community, 12 per cent highlighted family traditions, and 11 per cent associated the sport with health and fitness.

Television and streaming remain the dominant viewing platforms, with 72 per cent of fans watching matches through broadcast or streaming services, while 47 per cent engage through social media. Viewing preferences differ across markets, with 51 per cent of Mexican fans preferring to watch live matches at home with family and friends, while Canadian audiences show a stronger preference for short-form highlights and social media content.

The report also underlined football’s growing economic significance. According to Nielsen, the FIFA Club World Cup 2025, held across major US cities between 14 June and 13 July, generated $17.1 billion in gross output, contributed $9.6 billion to US GDP, supported 105,000 full-time equivalent jobs, created $5.8 billion in labour income and is projected to generate $1.9 billion in direct and indirect tax revenue.

The findings reinforce football’s rapid rise across North America, with the region not only preparing to host the FIFA World Cup 2026 but also emerging as one of the sport’s fastest-growing commercial and fan markets.