知名度不足是核心问题。仅25%受访者表示已相当了解或更多地了解World Cup，近40%表示完全未注意到相关资讯。已听闻的消息多偏负面：约30%知道票价高昂，相关争议引发州级调查，并有近70名美国国会议员要求降价。FIFA颁给Donald Trump首个和平奖也引发分歧，31%强烈反对，16%强烈支持。
企业投入与消费意愿之间存在落差。McDonald’s、Verizon、Fox、Comcast旗下Telemundo等品牌和转播方押注大量广告；Coca-Cola品牌联想最高，Nike第二，Adidas略低，且42%受访者未联想到任何品牌。需求信号偏弱：阿根廷航空公司削减World Cup航班，部分Airbnb房东失望，Shake Shack下调同店销售预期；近60%美国成年人表示家庭不会在门票、外出观赛或商品上花费任何金钱。
The World Cup is often called the planet’s biggest event, but US interest remains limited even as America hosts matches for the first time in three decades. A Morning Consult poll for Bloomberg surveyed 2,004 US adults from May 20 to 22, 2026; more than half said they were unlikely to watch any of the 104 games on TV at home, while only 13% were certain to watch. Age differences were sharp: Generation Z was most enthusiastic, while Baby Boomers were least excited; about 75% of Boomers were not football fans, and about 50% had never heard of Lionel Messi.
Low awareness is a central issue. Only 25% of respondents said they had learned quite a bit or more about the World Cup, while nearly 40% said nothing had reached their radar. Much of what people had heard was negative: about 30% knew about high ticket prices, a controversy that drew state investigations and calls from nearly 70 US Congress members to lower prices. FIFA’s first peace prize for Donald Trump also divided opinion, with 31% strongly opposed and 16% strongly approving.
Corporate spending contrasts with weak consumer intent. Brands and broadcasters including McDonald’s, Verizon, Fox, and Comcast’s Telemundo have committed major advertising, with Coca-Cola most associated with World Cup marketing, Nike second, Adidas slightly behind, and 42% selecting no brand at all. Demand signals look soft: an Argentine airline reduced World Cup flights, some Airbnb hosts were disappointed, and Shake Shack cut comparable-sales expectations; almost 60% of US adults said their household would spend nothing on tickets, out-of-home viewing, or merchandise.