- 1. Can Argentina defend its title?
- 2. Star players to watch
- 3. A massive global audience arrives on US soil
- 4. Security on an unprecedented scale
- 5. Training camps across North America
- 6. Ticket prices priced out the average fan
- 7. Advertisers and brands are going all in
- 8. Betting will break records
- 9. Influencers are already shaping the narrative
- 10. American sports will still be there when it is over
The most anticipated soccer tournament in history kicks off June 11 when Mexico hosts South Africa in Mexico City, launching a five-week event that will stretch across three countries and redefine what a World Cup looks like. The United States enters competition two days later against Paraguay in Los Angeles. For the first time ever, Canada, Mexico, and the United States are sharing hosting duties, and FIFA has expanded the field from 32 to 48 teams. The final is scheduled for July 19 at MetLife Stadium in East Rutherford, New Jersey.
Here are 10 storylines to follow between now and the last whistle.
1. Can Argentina defend its title?
Spain enters as the favorite, but Argentina and France are widely considered the most dangerous challengers. Ecuador, Senegal, and Japan have drawn attention as potential dark horses capable of deep runs. The United States reached the quarterfinals in 2002, but expectations for a similar run this time are measured at best.
2. Star players to watch
Lionel Messi, now 38 and turning 39 during the tournament, appears at his sixth World Cup representing Argentina. He needs four more goals to break the all-time scoring record set by Germany’s Miroslav Klose across four tournaments. Cristiano Ronaldo, 41, is in the Portugal squad alongside Croatia’s Luka Modric, who is 40. The younger generation features Spain’s 18-year-old Barcelona sensation Lamine Yamal, Real Madrid midfielder Arda Guler of Turkey, Manchester City striker Antoine Semenyo of Ghana, and Norwegian goal machine Erling Haaland.
3. A massive global audience arrives on US soil
FIFA and the World Trade Organization project total attendance of 6.5 million across 104 matches, with roughly 40 percent of attendees traveling from outside the three host nations. Brazil, Argentina, Germany, and England are expected to send large fan contingents. Scotland, appearing in its first World Cup since 1998, will bring thousands of supporters to matches in Boston and Miami. Five nations whose visa applications have been paused by the United States, including Iran and Haiti, will be unable to send fans. Haitian Americans, however, turned out in force for a recent friendly in Miami.
4. Security on an unprecedented scale
The scale of this World Cup has created a security challenge unlike anything American authorities have managed before. Iran’s three group stage games are all on American soil, though the Iranian team will be based in Mexico and return there immediately after each match. Security planning is extensive, with officials determined to prevent any incident reminiscent of the Centennial Park bombing at the 1996 Atlanta Olympics.
5. Training camps across North America
Of the 48 competing nations, 39 have training camps in the United States, seven are based in Mexico including Iran, and two are based in Canada. The American team is working out of Irvine, California, with all three of its group stage games scheduled on the West Coast.
6. Ticket prices priced out the average fan
First-round tickets range from $280 to $43,000. Stadium parking passes run between $150 and $600 per day, and some cities are charging up to $100 for public transportation shuttles to venues. Prosecutors in New York and New Jersey opened investigations last month over complaints that FIFA misled buyers about seat locations.
7. Advertisers and brands are going all in
The World Cup lands during a relatively calm stretch in the American sports calendar. Soccer’s growing American audience, particularly among women and younger male fans, has drawn major advertising investment across social media, streaming platforms, and traditional broadcast channels.
8. Betting will break records
With roughly 40 states having legalized sports betting since a 2018 Supreme Court decision cleared the way, the 2026 World Cup is expected to generate more wagering activity than any sporting event in history. Hundreds of individual betting markets are available for each match, though tourists attending the final in New Jersey may face restrictions because the state requires a Social Security number to place a legal wager.
9. Influencers are already shaping the narrative
Social media creators without any prior connection to soccer are diving into World Cup content. One Argentine influencer’s viral challenge transformed an obscure New Zealand defender from 5,000 to 5 million Instagram followers almost overnight.
10. American sports will still be there when it is over
Baseball will be in mid-season and the NBA Finals overlap briefly with the tournament’s opening days, though the basketball postseason wraps well before the group stage ends. After July 19, American sports fans can return to familiar territory and leave behind VAR reviews and semi-automated offside technology, which makes its World Cup debut this year.
