July 8, 2026 | SIGN UP
PRESENTED BY
Michael Bürgi
SENIOR EDITOR, MEDIA BUYING AND PLANNING
The 2026 World Cup has reached the final stages — the quarterfinals start tomorrow and the final is less than two weeks away on July 19. By almost all measures, this year's tournament snapped victory from the jaws of defeat that loomed in the leadup. Ratings are up, countries' fans are getting along and controversial "hydration breaks" have given advertisers valuable in-game inventory they've never been able to enjoy before. Even FIFA is rubbing its hands at the prospect of selling rights to the 2030 games at a huge markup from this year's cost.
But the tourney could end with more of a whimper than a scream. The U.S. men's national team was literally booted off the field on Monday by a far better Belgian team (although ratings were through the roof — 30 million watched on Fox while another 12 million watched on Telemundo and Peacock). This means a lot of U.S. viewers may lose interest in future games. I'm a huge fan of Switzerland, but that team isn't exactly a ratings magnet, even if they play Argentina.
Even if the final games deliver lower-than-hoped-for ratings, this World Cup ultimately will be perceived as a win for the sport, as the U.S. leagues hope they can capitalize on the interest generated to make Major League Soccer and the National Women's Soccer League keep scoring goals.
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