How Gen Z really feel about the 2026 FIFA World Cup
The 2026 FIFA World Cup arrives on North American soil for the first time in 32 years.
It could become the cultural moment of a generation. But today, just 45% of Gen Z, the single most interested generation in the country, claim to be keeping tabs on the World Cup. There’s curiosity but not compulsion.
So what can FIFA do to could change this from a curiosity to a phenomenon? It’s starts with embracing digital and social to drive deeper engagement with Gen Z. Read on the find out more.
Top 3 findings
Before we get into the data, here are the top three findings that define Gen Z’s relationship with FIFA 2026.
say social media will shape how people experience the tournament, making FIFA 2026 a digital-first cultural moment.
say hosting the World Cup in North America makes them more interested, showing local relevance is a major engagement driver.
say being able to attend matches or local events would boost their interest, double the national rate.
So, who’s more engaged at this moment?
% currently keeping up, by generation
How are Gen Zs following the World Cup content?
54% of Gen Z say hosting boosts their interest.
Hosting the World Cup in North America is one of the strongest engagement drivers among Gen Z. More than half say it increases their interest, indicating the challenge is not generating awareness, but turning that interest into participation.
Optimistic and online generation
Gen Z’s read on the event is more positive — and more digital — than other generations.
say social media is how most people will experience it
see it becoming a major US sports moment
are more likely to follow than past World Cups
Starting from a more open place.
Gen Z is showing more early openness to the 2026 World Cup. While Millennials are the second most engaged generation when it comes to keeping up with tournament content, they are also significantly more likely than Gen Z to say they are not at all interested in the tournament (34% vs. 20%). That suggests Gen Z is starting from a more receptive place, even before the tournament begins.
What would increase interest among Gen Z?
Games being easy and convenient to watch
Seeing a lot of social buzz, friends, conversations
Being able to attend matches or local events
The US men’s team having a strong tournament
Gen Z are the audience with the most momentum.
They lead all generations in current content engagement (55%) and interest (48%), but their fandom is being shaped differently: through highlights, memes, social buzz, friends, and culturally relevant moments.
With 54% saying North American hosting makes them more interested, the opportunity is clear: Gen Z is already leaning in — now the World Cup needs to give them more reasons to show up.
Methodology
Sample n=1,000
American adults, aged 18 and older.
For this study, a nationally representative sample of n=1,000 American adults (age 18+ yrs.) who are members of the Angus Reid Forum.
The sample frame was balanced and weighted on age, gender, and region according to the latest census data.
For comparison purposes only, a probability sample of this size would yield a margin of error of +/- 2.5 percentage points at a 95% confidence level.
Field Window: May 7 – May 11, 2026
A study commissioned by Angus Reid to understand Americans’ pre-tournament participation, interest, behaviors and attitudes for the upcoming 2026 FIFA World Cup.
Definitions
- Gen Z (18-28)
- Millennial (29-44)
- Gen X (45-64)
- Baby Boomers (65+)