According to a YouGov survey conducted among consumers for advertisers, more than 42% of adults worldwide say they are likely to follow the 2026 FIFA World Cup.
A noteworthy finding: the United States and Canada, two of the three host countries (alongside Mexico), rank among the least interested nations.
Ranking of 19 countries by the proportion of residents who say they are likely to follow the 2026 FIFA World Cup:
| Saudi Arabia | 68% |
| United Arab Emirates | 59% |
| Mexico | 57% |
| India | 54% |
| Switzerland | 52% |
| Spain | 48% |
| Hong Kong | 47% |
| Australia | 41% |
| Germany | 41% |
| Italy | 40% |
| Poland | 40% |
| France | 38% |
| Great Britain | 38% |
| Indonesia | 37% |
| Denmark | 37% |
| Sweden | 36% |
| Singapore | 33% |
| Canada | 31% |
| United States | 12% |
Age is a major driver of interest in the tournament
Globally:
• 41% of 18–24 year-olds are likely to follow the World Cup,
• 47% of 25–44 year-olds,
• 46% of 45–54 year-olds,
• 34% of those aged 55 and over.
A sport still followed predominantly by men
Among those who say they intend to follow the 2026 FIFA World Cup:
• 65% are men,
• 35% are women.
The World Cup remains the benchmark sporting event
28% of respondents consider it the world’s most important sporting event, ahead of:
• the Olympic Games (21%);
• the UEFA Champions League (9%);
• the NFL Super Bowl (8%).
Sources:
– FIFA World Cup 2026 Global Brand Handbook | YouGov
