Soccer's Surge in the U.S. and USL Post-FIFA Club World Cup and 2026 World Cup – With Brett Johnson

The Growing Landscape of U.S. Soccer

Brett Johnson, a well-known businessman and major investor in U.S. soccer, has shared his insights on the future of the sport in the country, particularly following the FIFA Club World Cup 2025 and looking ahead to the 2026 World Cup. The United States is becoming a central figure in the global soccer scene, with its rapid growth over recent years. Hosting the FIFA Club World Cup 2025 served as a trial run, but the real challenge lies in preparing for the 2026 FIFA World Cup, which will be co-hosted by the U.S., Canada, and Mexico.

The 2026 tournament will mark the first time the World Cup features 48 teams across three countries, with 104 matches scheduled. The U.S. will serve as the primary host, with games taking place in over 10 cities, including the final at MetLife Stadium in New Jersey. This event is expected to have a significant impact on the sport's development and popularity in the country.

The Club World Cup: A Unique Opportunity

The revamped Club World Cup provided the U.S. with an opportunity to showcase a global club tournament on an unprecedented scale. While the competition has concluded, it laid the groundwork for what promises to be a landmark World Cup in 2026. Johnson expressed his enthusiasm for the event, highlighting the growing interest in soccer among Americans.

He noted that while some games had lower attendance, the overall trend shows a rising passion for the sport. "If you’re asking me about Americans and what I’ll call increasingly their love and passion for the beautiful game, it’s growing. It’s real. It’s going to go to a whole nother level next year with the World Cup."

The Impact of International Leagues

Soccer has long been overshadowed by other major sports like the NFL, NBA, and NHL in terms of popularity. However, its momentum in the U.S. is undeniable. International leagues are becoming more visible, and fans are developing deeper habits around the sport. Johnson observed this shift during his travels, noting that televisions in airports and restaurants now frequently show Premier League games.

"Five years ago, you would rarely see football on the screen. You’d see American football, but you’d very rarely see soccer. Now, you will almost never see a scenario where you’re not going to have at least one of the sets showing a Premier League game or some game of note on the screen there."

The Messi Effect and the Path to 2026

Lionel Messi’s move to Inter Miami in 2023 has had a significant impact on American soccer. His presence has led to increased TV ratings and sponsorships, creating a perfect lead-in to the 2026 World Cup. Johnson emphasized the importance of this moment, noting that it could inspire a new generation of young American players.

"I think the impact has been incredible. That goes without saying. I mean, look at Miami’s become one of the biggest clubs in the world relative to social media in terms of valuation, etcetera. I do think at some point obviously he’ll retire and I’m not sure if that the majority of those what I’ll call fickle fans stick around."

However, he remains optimistic about the upcoming World Cup, believing it will have a lasting impact on the sport in the U.S.

USL’s Evolution and Promotion and Relegation

In 2025, U.S. soccer took a historic step with the United Soccer League (USL) announcing plans to implement promotion and relegation—a system virtually unheard of in American sports. This move, combined with surging investor interest, is transforming the USL into one of the most exciting growth markets in world soccer.

Johnson praised the decision, stating, "It’s what makes the game so much fun and it’s why I think so many people tune into the Premier League and championship in England and other foreign leagues is because every single game matters." He also highlighted the appeal of investing in the USL compared to MLS, noting that the valuations are more favorable for foreign investors.

Club World Cup Takeaways and Future Prospects

The 2025 FIFA Club World Cup marked the U.S.’s first time hosting a major FIFA tournament. With new elements tested this summer, many are expected to carry over into 2026. Johnson believes the World Cup will surpass anything seen before, citing the 48-team format, economic impact, and number of viewers as key factors.

"I think the tournament, from my vantage point, has looked very successful. What I guarantee is next year the World Cup will break every single record in the history of the World Cup. I have no doubt."

He also expressed excitement about the potential for the USL to develop some of the best young talent in the coming years.