Can the 2026 World Cup finally turn American sports fans into soccer devotees?

Major League Soccer executives are attempting to capitalize on the surge of interest surrounding the World Cup. This episode follows league officials as they test strategies to convert casual viewers into permanent fans, exploring whether the elusive World Cup bump can actually sustain long-term growth for the sport in North America.

As the World Cup concludes, Major League Soccer is conducting a real-time experiment to capture the attention of average American sports fans. With the 2026 tournament approaching, league executives are actively seeking ways to leverage this rare window of heightened public interest to establish a stronger foothold in the competitive U.S. and Canadian sports markets.

The episode examines the specific tactics teams are employing to translate temporary excitement into lasting engagement. By following the league's efforts, the report questions the reality of the mythical World Cup bump and whether professional soccer can successfully translate global tournament mania into consistent domestic viewership.

Source: Can World Cup mania grow MLS in the U.S.? | Planet Money