Fanaticsfest, FIFA And The Growth of Fandom…

“It is our (FIFA) top priority to make American men’s professional soccer one of the top leagues in the world & make sure the best American players can stay here and play.” Gianni Infantino

As we reach the end of the FIFA Club World Cup and pivot towards next summers multi-country FIFA World Cup, that statement by the FIFA President at Fanaticsfest a few weeks ago continues to stick in my head, along with some of his other comments to interviewer Jordan Schultz about his need to move to Miami, saying that now that he…and FIFA…are here, problems can be solved and “The Beautiful  Game” will have its biggest and best place in the lexicon of American professional sport for decades to come.

 While that may come as a surprise to the owners and leaders of both MLS and NWSL who have invested in the growth of American soccer for decades, not to mention the investment growing with US Soccer and its new facilities in Georgia, it was not a surprise to many insiders who have said that FIFA sees the opportunity and realizes this window is here now to make it work. All the data, and the anecdotal evidence seen at places like Fanaticsfest, show that fandom is established through broadcasts, clubs that have put down roots here, supporters groups are expanding for clubs big and small, and a larger lineup of home cultivated young stars (who still largely go abroad to play with clubs whose dollar commitments still largely outshine MLS spending) are leading the ay to this point. FIFA, it seems, feels like their investment, or presence, will drive professional men’s soccer somehow over the top as the casual fans become more attuned to next summer’s spectacle.

We shall see what that exactly means….regular season matches allowed to be played on US pitches? Championships like the FA Cup coming to the US? Some commitment to yet known which brings young stars in their prime back to America? All TBD with a bold statement.

Back to Fanaticsfest for some other thoughts, a few weeks removed. While there is an ebb and flow to the major American leagues presence at the event (NHL was up, NFL seemed to be less as was MLB, MLS went from a larger presence last year to a muted one, NWSL was largely absent with the exception of Gotham FC etc.) one area that was obviously turning into a larger torrent was the global soccer presence. PSG, The Premier League, and other clubs had larger very active fan activities, and FIFA’s presence dominated the main hall and was center of attention for die hards chasing Roberto Baggio to influencers like  I show speed (Good read on FIFA’s influencer strategy here) outdrawing NFL legends like Odell Beckham who came to try out the pitch and the soccer skills competition. It was loud, impactful and a centerpiece not just for soccer fans, but for anyone drawn to the curiosity.

Why was the soccer presence so bold, so cultivated and so important? First was the attention to Club World Cup, which was very important. Second was for the clubs who have out down roots here to double down on building connections with casual fans who may not know Chelsea from PSG or from Real Madrid…now. The casual fans showed up to see and hear from Tom Brady and Jalen Hurts…they picked up swag and left with soccer items and a little more knowledge than they had before, and that’s invaluable in the growth of the sport here. Brand awareness.

Third were the fans themselves. It’s hard to believe many of the thousands who came this year were thinking soccer first. It was largely guys, young guys, traditional collectors with a passion for at least the big four men’s team sports here. MLS? Maybe but not the primary focus. The NBA or the NFL or MLB? This was your bro heaven for a day or two. That audience will chase these events forever. What’s needed is the new audience, and that audience, especially with World Cup coming, is tied to soccer, whether they are suburban kids loving Tyler Adams, or the influx of immigrants who are soccer first and follow the biggest clubs in the world 24/7 on their mobile devices. The untapped fandom melding into next summer, when the World Cup is taking place, can be a two-fold gold mine for the sport.

First, you will have thousands of fans (and media) from around the world who may flock to the Javitz Center in NY to check out this largely American phenomenon of fan fests because its “a thing” to do while they are here watching their nation play soccer. If there is a large soccer dedication at the event, it becomes bait and switch for those fans…I want to take some pictures with a soccer legend and yes will learn more about this baseball ting a bit. That is a new audience for any brand staging a setup at Fanaticsfest, and their data is invaluable as first timers in ’26.

Second is the continuation of what clubs and FIFA saw this year. Creating more affinity for these thousands who show up wanting Jalen Brunson but leaving with a Real Madrid kit. Showing up and being part of the US sports culture in a way that is integrated and effective opens a door to future growth of the sport. It is not just branding; it is awareness and a great way to grow multigenerational fandom quickly.

So, what happens next? Well, if you are a listener and a futurist you can see the great soccer clubs of the world standing back, seeing how this toe dip went this year and getting excited about engagement next year, when soccer really becomes “a thing” in North America. Would it be surprising to see a larger presence while World Cup is going on with best practices learned form this year tied to “The Beautiful Game”? Not at all. Would soccer have to dominate next year? Nope. It has to fit seamlessly, much like it did this year, giving the casual fans more, and the loyal supporters even more than they had this year.

How it all plays out in this billion-dollar business is still TBD. There are lots of cooks in the soccer kitchen. Let’s see what the recipe holds for Fantaticsfest next year, but one thing was clear…there is an opportunity to be seized next summer to grow every level of the game, and much of the fandom opportunity could be realized on the West Side of Manhattan, Gianni, influencers and all.