Global Fandom Study: It’s “fandemonium” as soccer takes over North America
<p data-prosemirror-content-type=”node” data-prosemirror-node-name=”paragraph” data-prosemirror-node-block=”true” data-pm-slice=”1 1 []”>Soccer fandom in North America is booming and we’ve never seen a better moment for brands to connect!</p>
<p data-start=”540″ data-end=”877″>The first-ever FIFA Club World Cup has recently been hosted in the US and we’re less than a year away from United 2026, the first FIFA World Cup held across three countries. Simply put: soccer’s moment in North America is <em data-start=”871″ data-end=”876″>now</em>.</p>
<p data-start=”879″ data-end=”1160″>In Momentum Worldwide’s latest piece from our Global Fandom Study, we explore how soccer fandom is evolving and what it means for marketers. From the behaviors that drive passion to the cultural cues that spark loyalty, this study breaks down what it takes to authentically connect with this powerful and growing audience.</p>
<strong><img class=”alignnone wp-image-25433 lazyloaded” src=”https://www.momentumww.com/wp-content/uploads/2024/09/download-icon.png” sizes=”(max-width: 44px) 100vw, 44px” srcset=”https://www.momentumww.com/wp-content/uploads/2024/09/download-icon.png 500w, https://www.momentumww.com/wp-content/uploads/2024/09/download-icon-300×300.png 300w, https://www.momentumww.com/wp-content/uploads/2024/09/download-icon-150×150.png 150w, https://www.momentumww.com/wp-content/uploads/2024/09/download-icon-200×200.png 200w” alt=”” width=”44″ height=”44″ data-src=”https://www.momentumww.com/wp-content/uploads/2024/09/download-icon.png” data-srcset=”https://www.momentumww.com/wp-content/uploads/2024/09/download-icon.png 500w, https://www.momentumww.com/wp-content/uploads/2024/09/download-icon-300×300.png 300w, https://www.momentumww.com/wp-content/uploads/2024/09/download-icon-150×150.png 150w, https://www.momentumww.com/wp-content/uploads/2024/09/download-icon-200×200.png 200w” data-sizes=”(max-width: 44px) 100vw, 44px” />Click <a href=”https://www.momentumww.com/2025/07/23/download-global-fandom-study/”>here</a> to download the latest piece in our ‘Global Fandom Study’ series.</strong>
<img class=”alignnone wp-image-25432 lazyloaded” src=”https://www.momentumww.com/wp-content/uploads/2024/09/sound-icon.png” sizes=”(max-width: 39px) 100vw, 39px” srcset=”https://www.momentumww.com/wp-content/uploads/2024/09/sound-icon.png 500w, https://www.momentumww.com/wp-content/uploads/2024/09/sound-icon-300×300.png 300w, https://www.momentumww.com/wp-content/uploads/2024/09/sound-icon-150×150.png 150w, https://www.momentumww.com/wp-content/uploads/2024/09/sound-icon-200×200.png 200w” alt=”” width=”39″ height=”39″ data-src=”https://www.momentumww.com/wp-content/uploads/2024/09/sound-icon.png” data-srcset=”https://www.momentumww.com/wp-content/uploads/2024/09/sound-icon.png 500w, https://www.momentumww.com/wp-content/uploads/2024/09/sound-icon-300×300.png 300w, https://www.momentumww.com/wp-content/uploads/2024/09/sound-icon-150×150.png 150w, https://www.momentumww.com/wp-content/uploads/2024/09/sound-icon-200×200.png 200w” data-sizes=”(max-width: 39px) 100vw, 39px” /> <strong><a href=”https://www.momentumww.com/wp-content/uploads/2025/07/Fandom_Its-fandemonium-as-soccer-takes-over-North-America_Audio-version.mp3″>Listen to research</a> (18min, 11 sec).</strong>
<p data-prosemirror-content-type=”node” data-prosemirror-node-name=”paragraph” data-prosemirror-node-block=”true”>Authors:</p>
<p data-prosemirror-content-type=”node” data-prosemirror-node-name=”paragraph” data-prosemirror-node-block=”true”>Rodrigo Coelho, SVP, Director Client Integration, Canada</p>
<p data-prosemirror-content-type=”node” data-prosemirror-node-name=”paragraph” data-prosemirror-node-block=”true”>Jared Wall, VP, Sponsorship Consulting, Canada</p>
<p data-prosemirror-content-type=”node” data-prosemirror-node-name=”paragraph” data-prosemirror-node-block=”true”><em>(Source: Momentum Worldwide’s Proprietary Research)</em></p>