Numerator: World Cup could drive to up $7.5B in consumer spending
Soccer may not be the most popular sport in the United States, but the upcoming 2026 FIFA World Cup is expected to drive significant retail spending.
New data from Numerator shows that 32% of U.S. consumers (89 million adults) plan to watch the global soccer tournament between June 11 and July 19 (+6 points vs. January 2026). An additional 17% are considering tuning in.
Of those who plan to watch the World Cup, 89% expect to make a purchase related to watching the matches, with the top planned purchases being snacks/chips/dips (51%), alcoholic beverages (38%), prepared foods/appetizers (35%), sweets/desserts (31%) and frozen foods/appetizers (25%). Most intended shoppers (78%) will spend less than $100 on their World Cup-related items, with an expected average spend of roughly $74 per shopper.
Accounting for expected viewership and purchase intent, Numerator says that World Cup shoppers could drive an estimated $7.5 billion in consumer goods spending.
Seven-in-10 World Cup viewers plan to watch at home alone or with members of their household. More than half (57%) of viewers also plan to watch at least some matches in a more social setting, including from a bar, restaurant or public space (27%).
Fifty-seven percent of World Cup watchers plan to tune in via streaming platforms, while 47% say they will watch on cable or satellite TV. Nearly a quarter (23%) also plan to tune in or engage with World Cup content on social media platforms like TikTok or Instagram. This number is higher for Gen Z (37%) and millennial (32%) viewers.
[READ MORE: First of two FIFA World Cup 2026 stores opens in NYC]
The 2026 FIFA World Cup will feature 104 matches between 48 national teams from June 11 to July 19, 2026 39 days in Canada, Mexico and the United States. Numerator’s survey found that more than half (52%) of U.S. consumers believe hosting the World Cup will have a positive impact on the 11 U.S. host cities and their residents.
