Ask what the United States wants to export, and the answer is not only football. A political-science professor cited in the report describes soft power as influence built through attraction rather than coercion. A World Cup is almost perfectly designed for that purpose.
Visitors have reportedly been charmed by the details of everyday American life: tailgate parties, supermarket discoveries, oversized drinks and the novelty of ice machines. Those moments may seem trivial to local residents, but they can shape how a country is remembered long after the final whistle.
The report describes an especially striking example in Lawrence, Kansas, where residents rallied around Algeria with flags, scarves, special handouts and a performance of the national anthem.
That welcome matters because it cannot be imposed from above. It is local, spontaneous and recognisably football-driven. A community choosing to embrace another nation’s team offers a different image of the United States from the one created by entry restrictions and reported airport detentions.
The tension is difficult to ignore. Families and supporters are reportedly reconsidering travel, while foreign football personnel have faced concerns over access. For a tournament marketed as a celebration of international connection, those issues are not background noise.
The United States can still win hearts through its cities, fans and cultural curiosity. But the lasting impression of the 2026 World Cup will depend on whether that open, generous welcome feels consistent beyond the stadium gates.
As the tournament moves forward, the central storyline will be bigger than results: can football’s grassroots hospitality soften a political image that increasingly divides the world it hopes to attract?