The United States and soccer have always had an on-again, off-again relationship, the kind where one side turns up late and forgets anniversaries, and the other remains perpetually hopeful that one day, things will change. Every so often, a moment of fleeting passion ignites: the 1994 World Cup, the arrival of David Beckham, that time the US Men’s National Team actually did rather well in 2002. And then, inevitably, the romance fades, and America returns to the more familiar comforts of its native sporting dialects—football with helmets, basketball with its relentless pace, and baseball, which serves as a national pastime largely for those with an appreciation for history or an aversion to movement.
And yet, here we are again. Another soccer boom, another flurry of excitement, another round of declarations that “this time, it’s different.” Only, well, this time, it might actually be different.
It’s a curious thing, really, America’s relationship with soccer. Yet here we are again, another soccer boom looming large, and this time, the stakes feel higher. Perhaps it’s the Messi factor, or maybe it’s the not-so-distant promise of the 2026 World Cup on home soil. Whatever the reason, there’s a sense that soccer has secured a permanent place at America’s sporting table. And of course, where there’s sport, there’s betting. Websites like Bet Malawi are already buzzing with wagers on who’ll lift the trophy in 2026, with even the most optimistic American fans daring to dream of something more than just a decent group-stage showing.
The Messi Effect and the Road to 2026
There are footballers, and then there is Lionel Messi. The sort of player who makes defenders look as though they are moving through treacle, whose left foot seems divinely orchestrated, and whose arrival in Major League Soccer at Inter Miami has done for US soccer what a royal visit does for a small town. Even on a site with good odds, like Bet Malawi, you would be foolish to wager against Messi while he’s wearing a pair of football boots.
Messi, despite being in the twilight of his career, has managed to do what even the most well-intentioned campaigns have failed to: make soccer feel like a spectacle in the US. Stadiums are packed, ticket prices have skyrocketed, and a league that has often struggled for global relevance suddenly finds itself under an international spotlight. It is the sort of moment that fans and investors alike dream of—an opportunity to finally tip the scales, to shift soccer from being an interesting curiosity to a mainstay of the American sporting landscape.
And then, of course, there’s the small matter of the 2026 World Cup. Co-hosted by the US, Canada, and Mexico, it will be the biggest tournament ever in terms of teams, venues, and—if early projections are anything to go by—viewership. This is no longer about whether the US can learn to love soccer; it’s about how deeply entrenched that love can become. For those inclined to place their faith in such things, the odds on the next World Cup winner are already shifting. The usual suspects—Brazil, Argentina, France—jostle for the favourites tag, while the US lingers somewhere in the distance, hopeful but realistic.
A League Growing in Confidence
Major League Soccer (MLS), once a peculiar experiment that occasionally threw up ageing European stars and teams with names that sounded like failed tech start-ups, has finally come into its own. The arrival of Messi is, of course, a boost, but even before his entrance, the league was growing at an impressive rate.
New teams continue to sprout, stadiums designed specifically for soccer (rather than being borrowed from the nearest NFL franchise) are appearing across the country, and the quality of play is undeniably improving. Gone are the days when MLS was simply a retirement home for European footballers looking for one last payday and a beachfront condo. Now, young South American talent arrives to develop before making a big-money move to Europe, and US-born players are no longer treated as novelties when they sign for major clubs abroad.
More importantly, fans are starting to care. The game-day atmosphere at certain MLS clubs—Seattle Sounders, LAFC, and Atlanta United, to name a few—is on par with some of the best in Europe. The crowds sing, the banners fly, and, crucially, people stay engaged beyond the 90-minute mark. This isn’t just casual interest; this is devotion.
The Generational Shift
If the previous booms in American soccer have been largely reliant on borrowed interest—Beckham’s charm, the occasional World Cup run—this one is different because it is rooted in something far more sustainable: generational change.
The children who grew up playing FIFA on their consoles, who followed European leagues on social media, and who found themselves idolising Messi and Ronaldo rather than quarterbacks and point guards, are now adults. They are the ones buying tickets, tuning in to matches, and, crucially, passing on that enthusiasm to the next generation.
Unlike previous cycles, this one is not about trying to convert a nation overnight; it is about capitalising on a fan base that has already been built. Soccer no longer needs to be explained in America; it simply needs to be embraced.
Will It Stick?
The question, of course, is whether this boom will fade like the others. Will interest wane once Messi departs? Will the World Cup buzz dissipate once the confetti is cleared? It is a fair concern, and history does not offer a particularly reassuring precedent. But there are reasons to believe that this time, things are different.
For one, the infrastructure is in place. Soccer-specific stadiums, television deals, a growing domestic league, and a national team that, while not yet world-beaters, is at least credible—these are not the hallmarks of a passing phase. They are signs of a sport that has finally found its footing.
More importantly, the cultural barriers that once held soccer back are eroding. The tired arguments about low scoring, diving, and “real American sports” are losing traction in a world where global culture is more accessible than ever. The US, for all its traditional sporting loyalties, is finally catching up to what much of the world has long known: soccer is a game worth investing in.
So, is this another boom? Absolutely. But is it just another passing fancy? Perhaps not. With Messi leading the charge, a World Cup on the horizon, and a new generation fully invested in the game, this time, soccer in America might just be here to stay.
2018 ·
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