Despite the high prices World Cup fans face for games, trains, and gas, brands are wagering on soccer excitement to entice customers.

• New Jersey recently cut prices for game-bound public transit following backlash to $150 train tickets, BBC reported.
• FIFA’s highest available ticket for the final game is $32,970, triple its previous high price.

The FIFA World Cup will unleash a barrage of soccer-themed messages on US consumers, as they watch tournament matches running from June 11 to July 19. The games, 104 in total, will be played in 16 host cities in the US, Canada, and Mexico.

To watch on traditional TV means choosing between costly cable subscriptions and rising streaming prices. However, experts believe the excitement from fans will overcome price hikes, and be a win for fans and advertisers alike.

“Sports actually tend to have a slight premium for the subscription, and hold subscribers longer,” said Dan Larkman, founder and CEO of Keynes. “I don’t think [high prices are] a large concern.”

Uniting US audiences

US audiences are poised to be immersed in World Cup-themed ad campaigns and promotions, while many expect to follow along.

• Roughly one third (35%) of US adults plan to watch this year’s World Cup, according to a November Ipsos survey.

While the US attention for the event ranks lower compared to other nations (79% of adults in Argentina plan to watch the World Cup), the US sports market is saturated with summer leagues including baseball (MLB), women’s pro basketball (WNBA), and summer football (UFL).

Having World Cup games in North America gives the World Cup a better chance to break through to casual fans than four years ago, when the games were held in Qatar.

“You’re going to see sports fans across different geographies paying attention in a different way

this time around, and even people who may not traditionally follow soccer tuning in because the

matches are happening within US time zones,” said Larkman.

Streaming soccer

Most US soccer fans (73%) plan to either stream the games, or watch them on linear TV, according to a July 2025 ThinkNow Research survey. And 21% said they plan to attend a game in-person, per ThinkNow Research.

As the World Cup games approach, demand to attend games in-person might be softening. Match-day room rates in key US cities have dropped from highs earlier this year, EMARKETER reported from the Financial Times, citing data from Lighthouse Intelligence.

“Some fans may be turned off by high ticket prices, but do brands care?” Larkman asked. “No, I don’t think so. Especially when we’re talking about TV advertising around the World Cup. The majority of people will still be watching from home.”

Additionally, many fans plan to use a second screen while watching World Cup soccer. More millennials (42%) say they’re “very likely” to use a second screen than Gen Z (33%), per ThinkNow Research.

“Streaming is about control, not just access anymore,” said Eric Herd, global head of sports and emerging products at Yieldmo. “Rather than sit down for a single broadcast, fans are going to be bouncing between screens, following players, highlights, social, and betting, all at once.”

Betting on big moments

A full 31% of US fans plan to attend a World Cup public viewing event, the same percentage as those planning to use mobile apps, according to ThinkNow Research.

“Watch parties and IRL moments bring people together, but more importantly, they generate content that extends beyond digital channels,” said Herd. “It’s one connected loop.“

• 34% of fans in host cities plan to attend entertainment surrounding the event, such as concerts, according to Nielsen’s April-June 2025 survey.
• 32% plan to visit a “fan zone,” and 26% plan to engage with brand activations, per Nielsen.

Streaming, mobile, and public viewing fans aren’t exclusive groups. They overlap, making big moments throughout the World Cup tournament amplify across traditional TV, social, and word-of-mouth.

Social media users will likely see an influx of World Cup content resulting from a TikTok partnership to live stream short-form moments from matches and press conferences, EMARKETER reported from the New York Times.

“The brands that win will focus on moments, not media buys,” said Herd. “These moments, like goals, storylines, controversy, national pride, are the entry points. There’s a real ability to match creative to those moments in real time, which actually drives performance; it's not just about showing up everywhere.”

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.