10 Things Americans Have Learned from Co-hosting the 2026 World Cup

With 48 nations coming together, the World Cup celebrates the things – like a love of sport and shared food – that unites us all.

By: David Fikes, Executive Director, FMI Foundation 

Soccer teams representing 48 countries from across the globe have gathered in our backyard to play each other for the four-year bragging rights to the claim of being the best in the whole wide world. Co-hosting these teams and their fans in the 2026 World Cup adventure has provided many lessons for those of us in the U.S.  

Our top ten co-hosting lessons so far include:  

1. That the World Cup truly is a worldwide event and a fun way to learn geography. Who knew where Curacao and Cabo Verde were before their soccer teams tugged at American heartstrings and our love for a good underdog story? 
2. That not paying attention to the fact that soccer (football) is by far the most popular sport across the globe has cost us missing out on some world-class fun for almost a hundred years. 
3. That the World Cup has a unique vibe to it, combining the best qualities of other sport’s championship events. It is as if the World Series and the Olympics had a child that was adopted and raised by the Superbowl. It has the special four-year time frame and global reach of the Olympics and the methodical play-off energy of the World Series but culminates in a dramatic SuperBowl-ish clash of two teams playing just one game for all the glory.  
4. That American sports fans really need to work on the creativity of their cheers. I mean, we have nothing that compares to the humorous self-deprecating songs of the Brits, the syncopated Norwegian Viking row cheer and the general energy, singing, noise and overall buzz of the fans for South American teams. 
5. That athletes from other countries actually know the words to their national anthems and SING them with pride and gusto. 
6. That the Scots are who you want bartending your party, the Japanese should be included and will graciously help clean up, and you want all the other countries bringing pot-luck dishes to share.  
7. That America can take pride in being a patchwork of other cultures, countries and civilizations. Our genius gastronomically, socially and economically emerges from the strength of our diversity and works best when we innovate through cooperation and collaboration. That is evident on the soccer pitch, in the stadium seats and in our concession stands.  
8. That we should be proud of American cuisine. Who could have guessed that innovations such as ranch dressing or barbequed ribs were not already known throughout the world?  
9. That interest in the sport may be the reason we gather, but food remains our greatest and best common denominator. We may not understand one another’s languages, but we can universally appreciate our mutual need to refuel and connect more deeply over the aesthetic pleasure of good-tasting food. It doesn’t matter whether it is in a tail-gating setting, at a watch-party or sharing a bite together in the stadium, food is a language we all speak.  
10. That even with divergent politics, personalities and power positions, it is still possible to meet and compete. Whether we win, lose or draw, we can remain civil and celebrate all the things – such as love of a sport and shared food – that bring us together.  

I would love to hear about your learnings and the creative ways you’ve marketed around the World Cup. Send them to dfikes@fmi.org.