The report identifies Lionel Messi’s appearance for Argentina as a key turning point. His presence brings instant attention, but the wider effect is more important: the tournament becomes easier to understand for casual supporters when a globally recognised figure is at its centre.
Messi does not need to explain the appeal of the World Cup. His arrival turns anticipation into participation, giving American audiences a familiar gateway into an event that can otherwise feel vast and unfamiliar.
The atmosphere is not being created only on the pitch. The enthusiasm of supporters from Scotland, Norway and Ghana is presented as central to the competition’s identity, with fans carrying national colours, songs and rituals into stadiums, streets and local businesses.
That visible energy matters in the United States, where football has spent decades being framed as a sport waiting for its breakthrough. The World Cup is now offering a more direct experience: international supporters filling public spaces, local culture absorbing the event, and neutral spectators choosing a team to follow.
The report says the football has helped replace preparation anxiety with excitement. For newcomers, that is a powerful shift. Understanding every tactical detail is not required to feel the drama of a national team tournament.
A festive opening mood can carry a tournament only so far. The competition will need strong matches, compelling storylines and continued supporter involvement to maintain its momentum.
As more nations take centre stage, the question is whether Messi’s initial lift and the travelling fans’ energy can become a lasting football culture in the United States.