Nielsen Research: Hispanic Fans, Asian Markets Drive Global Soccer Audience Ahead of World Cup 2026

Nielsen has released new research on soccer fandom ahead of the FIFA World Cup 2026, with a focus on the U.S. Hispanic audience and soccer's global popularity across Asia, the Middle East, and the Caribbean.

U.S. Hispanic Fandom

One in two U.S. Hispanics (first and second generation) identify as World Cup fans, and 47% of the total U.S. Hispanic population reports an expected increase in their interest in the World Cup over the next 18 months. Hispanic fans are 87% more likely to have watched a World Cup qualifier match in the past 12 months, and 39% of Hispanic soccer fans are more likely to be avid MLS fans.

On social media, 94% of first- and second-generation Hispanic fans use social media for soccer content, and 81% plan to engage via social media during the tournament. Hispanic sports fans are 38% more likely to use TikTok for sports news and highlights than the general population.

On sponsorship, 32% of Hispanic sports fans consider a company's brand for the first time when it sponsors an event or sport they follow, and Hispanic fans are 11% more likely to buy a brand after seeing a sponsorship than the general population.

Global Fandom

In Asia, soccer ranked first among adults in South Korea, Thailand, Singapore, and Indonesia, and second behind cricket in India and second behind baseball in Japan. Black Caribbean consumers are 52% more likely to be interested in soccer than adults overall, while 40% of Middle Eastern and Black audiences are more likely to be interested in soccer than adults overall.

LINK:	https://www.sportsvideo.org/2026/05/27/nielsen-research-hispanic-fans-...
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