SUGARMANOUT 🛡️ retweetledi

It got me thinking…who is this World Cup actually for?
In 1994, I was able to take my family to matches here in the United States. It wasn’t a luxury decision, it was something that felt within reach, and that mattered because that’s how the game grows and that’s how memories are made. I was living in Boston working for Reebok at the time, and so we were able to go to so many games at Foxborough as well as in New York City. In full disclosure, my work also allowed me to travel to games on the West Coast, including the final. While that was not the best shop window for The Beautiful Game it was stunning to see the Rose Bowl fulled to the brim with 94,000 fans.
Now fast forward to 2026.
Imagine a young family here in America today. Mum, dad, two kids who love the game. They sit down and look at the cost of attending just one match…tickets, travel, maybe a night or two in a hotel…and they pause. Not because they don’t love the game enough, it’s because they simply can’t justify it.
in my 45 years living here in the US and being involved in the game at so many different levels, I’ve never seen its popularity spike like it is today. Gen Z has fully embraced the game, Welcome to Wrexham has laid bare the passion and the joy it can ignite in a previously beleaguered community,
and we are spoiled for the choice of just about every major game in the world brought to us by streaming channels fighting for their place in broadcasting live sports.
Or think about a supporter from abroad. Someone who has followed their national team their entire life. For many, this isn’t just a trip, it’s a once-in-a-lifetime pilgrimage.
Between ticket pricing, travel costs, and uncertainty around access, that dream starts to slip out of reach.
That’s the part that sits uneasily with me.
The World Cup has always been more than a tournament. It’s been a gathering of people, cultures, stories. A place where the game feels like it belongs to everyone.
If too many of those people are left watching from afar, we lose something that can’t be measured in revenue. It becomes a made-for-tv spectacle like the Super Bowl, and then we lose the soul of it…
And once that starts to go, it’s very hard to get back.
English























