US Becomes Biggest Market for World Cup TV Rights

Rights money tells the story

The rights jump matters because it reflects demand, not hype.

• $870m for 2026 makes the US the biggest market for World Cup TV rights.
• Ampere Analysis says football now ranks third among American fans’ favourite sports.
• In 2024, 15% named football as their preferred sport, compared with 8% for baseball.

That is a major shift in a country where football long sat outside the traditional top tier. It also fits a broader media picture: spending on football rights in the US - from MLS and national-team matches to Europe’s top leagues - has reportedly moved beyond baseball.

Crowds, clubs and concrete

The growth is not only happening on screens.

• MLS drew 400,000 fans across its opening weekend this season.
• League attendance in 2024 reached 12.1 million.
• Clubs spent $336m on transfers last year.
• Around $11bn has gone into stadiums and training facilities across North America.

Those numbers show a market building depth. New homes for New York City FC, Chicago Fire FC and New England Revolution are due soon, while Lionel Messi’s impact at Inter Miami has become the most visible symbol of football’s commercial pull in the region.

Why 2026 matters

The foundations were laid long ago. The 1994 World Cup still holds the tournament attendance record at more than 3.5 million, and the rise of the US women’s game widened football’s reach further. Now the sport is returning to a very different landscape: bigger audiences, richer media deals and stronger club infrastructure.

The next question is not whether football can draw attention in the US. It clearly can. The story to watch now is whether 2026 turns that surge into a lasting habit - for broadcasters, clubs and the fans filling stadiums and bars long after the tournament ends.