Reports say green shirts have become a familiar sight across the city, with Mexican supporters effectively creating their own home crowd before the opening match against South Africa.
At Fisherman’s Wharf, families have gathered at Pier 39, using the fan zone as a matchday base. For some supporters, stadium tickets are out of reach, making public viewing spaces and packed pubs the heart of the experience.
That atmosphere is being built from the ground up. Fans, rather than official signage, are providing much of the city’s football identity.
The geography presents a significant challenge. The stadium in Santa Clara is a long journey from central San Francisco, and reports say fans travelling from downtown may need three forms of public transport to reach it.
That distance makes the city’s fan zones especially important. But the organisation has not always matched the excitement. At Pier 39, the big screen reportedly was not switched on at kick-off, an awkward gap between the promise of a tournament host city and the reality facing supporters.
Downtown branding also appears limited. A few shop displays and a World Cup mural provide visible reminders, but football has not yet overwhelmed the city’s broader identity.
The clearest winners appear to be local pubs. In the Mission district and elsewhere, venues are preparing early openings, food specials and communal screenings to capture the demand.
Hackett’s description captures the opportunity: Mexico’s supporters bring colour, noise and spending power, even when they are miles from the stadium.
As more fans arrive for the Bay Area’s run of matches, San Francisco faces a simple test: can official infrastructure catch up with the supporters who have already created the atmosphere?