Sports
Jun 25, 2026
Maybe this World Cup will bring the best out of the US, not the worst
The 2026 World Cup hosted in the US, Canada, and Mexico may reveal the best of American culture rat…
The World Cup's Cultural Significance in AmericaOne of the best parts of following football across the world is the way it drags you into special places, local shrines, objects of profound cultural connection. The US, of course, has these holy spaces too. The queue of pilgrims in Philadelphia on Thursday morning stretched down the sun-blasted steps to the plaza at the bottom. Edging forward, the people in their ritual colours approached the figure at the top, arms outstretched in supplication, in a state of hushed deference.This is of course the Rocky statue, the most popular public visitor site in the cradle of US history, and the only place in town for thousands of Brazil and Haiti fans, visiting for their Group C fixture and looking for the chance to grab a little pure Americana.American Hospitality on DisplayThe Rocky statue is all about those clenched fists above the horizon, cradling the high rises below, holding America's first city in his human-sized hands. I have a theory about the US and hands. So many of the great self-mythologising American creations have been hand-sized. The Hamburger. The .45 Colt. The baseball mitt. The onanism industry of Big Porn. The chocolate chip cookie, which was produced so workers could carry them to their fields and factories.All of these creations are designed to fit the hand, in a way that is scalable and democratising, with the suggestion that this vast and brutal land can be cut down to human scale, that you can hold a piece of it in your palm. All the Cokes are the same and all the Cokes are good. The settler's dream is nonexclusive. All you need is a pair of hands.The Business of the World CupIt isn't hard to compose a list of don't likes. Bad: the wretched and mendacious mid-half advert break. The boggle-eyed posturing of the Fifa president. The fawning over irrelevant celebrities. And the good: American cities, American stadiums, the warm and functional diaspora feel, and the games themselves, which have been breezy and fun.But this World Cup was never really about all that. As with the last one in Qatar, it will be a success on its own terms whatever happens. These are: to make $14bn (£10.6bn) via the marketing of 300 hours of television content; to turn its face away from the pre‑converted saturation of Europe and to reach into the world's greatest leisure market; and to shore up Gianni Infantino's unassailable war chest before his acclamation for a third term.America's Relationship with Global FootballAs such, this World Cup has always really been about the US, and the wider question of what you should feel about this place and what it actually is: still the world's most powerful cultural and economic force, but newly hostile and inward-facing, and now out there battering the world's favourite shared spectacle into its own shape.The World Cup in the US has so far revealed one interesting and unexpected thing. Travelling across the country in those opening two weeks from California to Texas to New York, it seems deceptively simple. But here it is. Maybe the World Cup will actually bring the best out of the United States, not the worst.The Future of Football in the United StatesWhat does this have to do with the World Cup of Mexico, Canada and the US, 11 days into what we have been assured is the greatest event staged by humanity? It is customary at this stage to assess proceedings on the football side. Attendances, goals per game and host-nation logistics will be graded and frowned over.The World Cup in the US has so far revealed one interesting and unexpected thing. Maybe the World Cup will actually bring the best out of the United States, not the worst. As the tournament continues, this positive cultural exchange may help reshape America's relationship with global football, potentially fostering a deeper appreciation for the sport while showcasing the best of American hospitality and organization to the world.
#World Cup 2026
#US Soccer
#FIFA
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