Will Soccer's US Boom End with the World Cup?

The recent surge in soccer interest in America may be more than just a fleeting phenomenon. Google Trends data shows that search interest in soccer reached an all-time high during the 2026 FIFA World Cup, with the upward climb building for nearly six months before kickoff and showing little sign of slowing down.

A 20-year analysis of Google searches reveals that every other peak in interest has been linked to a World Cup, but the buzz typically fades quickly. Within four to eight weeks after each tournament, interest drops by roughly half, and within six months, it's often back to pre-tournament levels.

However, some experts believe that this year's tournament could be different. Jonathan Sperling, associate director of editorial at Columbia Business School, argues that while the World Cup brought people in, it's now up to the broader U.S. soccer ecosystem to keep them engaged. Factors such as the growth of MLS, increased accessibility of soccer betting, and improved sports streaming services may contribute to sustained interest.