Inside the Brand Playbook: How Soccer's Growth in the U.S. Is Reshaping Consumer Marketing Strategies

Michelob’s G.O.A.T. Experience invited fans to step into Lionel Messi’s shoes by recreating a series of skill challenges set by 2022 World Cup winner himself. (Credit: Via Michelob ULTRA)

For the second summer in a row, the United States has become soccer's global stage. Following a successful Copa América 2024, which drew more than 1.6 million fans, the newly expanded FIFA Club World Cup has carried that momentum forward, drawing strong crowds from across the world to all corners of the country.

With the final match between Chelsea and PSG still ahead, the month-long tournament has already drawn more than 2 million attendees. Its success is setting the tone for next summer, when North America will host its first FIFA Men's World Cup since 1994.