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Villanova Sports Business Expert Bret Myers, PhD, Previews the World Cup

Jun 2, 2026

4 min

Bret Myers, PhD

Move over, American football fans. Hello, American… fútbol fans.


Soon, the homes of NFL franchises like the Kansas City Chiefs, Dallas Cowboys and Philadelphia Eagles will play host to the 2026 FIFA World Cup, returning to the United States for the first time in 32 years. Through five-plus weeks of action-packed matches, soccer lovers from across the country—alongside more than 1.2 million international visitors—will flock to the nation’s metro areas to take in and celebrate the “beautiful game,” contributing to an atmosphere of revelry, drama and overall excitement.


One person adding to the chorus of “olé”s will be Bret Myers, PhD, a sports business expert and professor of the practice of Management and Operations at Villanova University. Formerly a consultant with the Philadelphia Union, the Columbus Crew and Toronto FC, he recently shared some thoughts concerning the upcoming World Cup, its stateside appeal and the latest developments relating to the international contest.


Q: The last World Cup game played on U.S. soil took place in 1994. How has soccer’s profile, and the American relationship with the sport, evolved since then?


Dr. Myers: Undoubtedly, soccer has grown in this country since 1994 across all relevant metrics—namely, youth participation and academy development, domestic professional league development, TV and streaming viewership and the strength of the national team. A recent Economist survey even identified soccer as the third most popular sport in the country.


A lot of that can be attributed to different demographic trends. Many Gen Xers grew up playing and following the sport, and Millennials and younger have become accustomed to engaging with it through social media. The popularity of EA Sports’ FIFA on gaming consoles has also helped with brand and player recognitions domestically.


That said, while there have been many positive signs of growth, it is still a complex landscape in the U.S. Major League Soccer (MLS) has increased in quality over its 30 years of existence, but it has been challenging for them to carry the same kind of stature and appeal as the English Premier League, Mexico’s Liga MX, Spain’s La Liga and Germany’s Bundesliga—whose global broadcast rights and merchandising have attracted a lot of American fans due to higher standards of play and tradition.


Q: How effective are promotions surrounding the World Cup? And do domestic professional and youth soccer teams benefit from the interest cultivated?


DM: Honestly, it doesn’t take much to generate interest in World Cup games. Back in 1994, promotional efforts were arguably more important because soccer was in its infant stages of growth in the U.S., and the ticket prices were accordingly much lower, to spur demand. For this year’s World Cup, there’s an inverse problem. There is so much demand that FIFA is capitalizing with high ticket prices, unfortunately pricing out a lot of avid soccer fans.


As for youth soccer and MLS, I don’t see a direct relationship between the promotional effort for the World Cup and the dynamics there. Participation in youth soccer is already high, and it has become a very competitive landscape with a lot of different tiers across multiple age groups, male and female. Meanwhile, MLS interest and ticket sales really boil down to the talent the league attracts. For instance, Lionel Messi’s decision to sign with Inter Miami was an enormous lift factor, bumping up attendance levels and increasing revenue levels for tickets, sponsorships and broadcast rights.


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Q: This year’s competition marks the first that will feature 48 teams, up from 32 previously. Could you speak about the logic and potential benefits of boosting the number of participants?


DM: With the expansion of the World Cup field, there are certainly revenue benefits that come with more matches, more ticket sales, more consumption by fans and more viewership potential. That is the business side of things.


From a competition standpoint, the clear beneficiaries are the smaller nations from less competitive continents that get the opportunity to participate, like Curaçao and Cape Verde. These teams are not going to win the World Cup, but they will make things interesting at times in the group phase, as there is always the potential for a surprise knockout or qualification for the next stage.


Q: As Sports Illustrated reports, a series of rule changes have been put into effect for the World Cup to “maximize fairness and eliminate the dark arts.” Do you see any of these tweaks meaningfully impacting the product on the pitch?


DM: While I think it’s good that FIFA is continuing to examine how to make the game safer, fairer and more exciting, I don’t think the World Cup is the place to experiment. Players should have the chance to get accustomed to rule changes during other types of competitions, so that they can better understand how they are being enforced.


That said, in the long term, I think the proposed changes [aimed at preventing time-wasting and feigned injuries] will impact the sport positively. On-field theatrics compromise the integrity of the game, and most fans pick up on it and don’t appreciate it.


Q: What elements of the upcoming tourney have you most excited? Are there any particular trends or stories you suggest fans track?


DM: Personally, I’m satisfied to see that certain players are defying the traditional notion of an “age curve.” Many countries have players over 35 on their roster, with some of the bigger names being Messi (38), Cristiano Ronaldo (41) and U.S. team captain Tim Ream (38). It is also interesting to see the other end of the spectrum, with emerging talents like Spain’s Lamine Yamal (18) and Brazil’s Estêvão (19). With all the “GOATs” and “young bucks,” it isn’t exactly clear who is effectively the best player in the world right now. It’ll be interesting to see who emerges at the end of the World Cup to stake a claim.


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Bret Myers, PhD

Bret Myers, PhD

Professor of the Practice, Management and Operations | Villanova School of Business

Bret Myers, PhD, utilizes analytics to improve decision processes for sports businesses on the field and in the management of operations.

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