More Than a Match

For a few unforgettable weeks, the energy of the World Cup captures lifelong fans, first-time viewers and everyone in between, bringing them together in a global celebration of soccer. But the excitement doesn’t end at the finals. For a new wave of fans, it’s just the beginning of a much longer journey.

3 in 4 World Cup viewers say watching the tournament has made them a bigger fan of soccer.

In the U.S., more than 1 in 5 World Cup viewers say they tuned in simply for the social aspect. But for many, casual interest can quickly turn into something more—following favorite international players back to their club teams and leagues and adding a new avenue of fandom to their media and sports diet.

That growing interest is fueled by the tournament’s sheer cultural power—during the weeks of the World Cup, soccer doesn’t just top the sports world, it becomes the dominant cultural conversation. It’s the entire zeitgeist, mixing fashion, travel, memes, music, and pop culture. And it does the near impossible: creating national and global unity in a time of intense fracturing, giving the world a common language. In fact, 78% of World Cup viewers say watching has given them the opportunity to be a part of something bigger.

What Is It About Soccer and the World Cup That Resonates So Strongly?

1. It Starts With The Live Match

The international roar following Sunday's stunning World Cup final continues to cement the undeniable impact of live coverage and its important role for fans. Spain's dramatic extra-time win over Argentina, making them the first nation to ever hold both the men's and women's World Cup titles at the same time, is exactly the kind of moment that keeps fans glued to their screens. The #1 reason soccer fans watch live is to stay informed and grow their interest in the sport. Live moments like these, which in 2026 include Ferran Torres's thunderous 106th-minute winner and Lionel Messi's tearful walk off the pitch to close out a record-breaking, brilliant run, in what was likely his final World Cup, are the moments where history is created.

2. Social Adds Dimension

From Japanese fans leaving stadiums cleaner than they found them to unexpected messages of peace through the lens of the game, the role of social media surrounding the tournament allows for breakthrough moments on a mass scale. Overnight celebrities are created, like 40-year-old Cape Verdean goalkeeper Vozinha, who went viral after an impressive defensive display against Spain…and grew a 50K Instagram following to 20M+ in mere hours. And the potential impact of social reaches far beyond the pitch—the viral fame of Norway’s internet-anointed “Babygirl,” Erling Haaland and the fans’ “Viking Row” heard around the world may shift tourism trends for years to come.

3. The Moments In Between Keep Fans Engaged

The world of content surrounding the games is integral to the phenomenon of the sport. Fans enjoyed seeing Match Highlights (75%), Recaps (71%), and Behind-The-Scenes Content (61%) in addition to the live and social coverage. And for many, these moments are just as compelling as the games themselves, with 81% of fans agreeing that they enjoy the extra content surrounding a match just as much as the match itself.

Nearly 3 in 4 fans say the World Cup wouldn’t be the same without all the additional content surrounding it. And now that the tournament has ended and athletes travel back to their home teams, they are bringing newfound fans who are seeking spaces to continue the excitement and grow their interest in soccer. The final whistle is far from the end of the experience.

That’s exactly the space CBS Sports Golazo Network has carved out.

As the only free, 24/7 soccer network in the U.S., Golazo is the destination for fans who want more than final scores. They want the personalities, the debates, the culture, the whole year-round experience. Shows like Morning Footy, Kickin' It, and Attacking Third aren't just recapping games. They're where the conversation actually happens.

And fans are showing up with Golazo in a big way:

16.2M+ social followers across platforms
6.47B+ social video views across platforms
#1 in social engagement among every U.S. soccer media brand—in 2024, Golazo out-engaged AC Milan, Bayern Munich, PSG, Atletico Madrid, and even Messi's own Inter Miami

For brands, the opportunity extends beyond the match. More than a third of sports viewers expect partner brands to support year-round engagement—from behind-the-scenes content and fan communities to local and global initiatives. And that investment matters: 85% of fans view brands more favorably when they invest in the sports they follow. With CBS Sports Golazo Network, brands have more ways to tap into soccer fandom all year long.

Sources: Paramount Advertising, World Cup Attitudes (2026); Nielsen; Nielsen, Advanced Audience Attitudes Study (2025); Paramount Advertising, Sports; Culture Study (2025); Kantar Sports 2026