How Los Angeles fans Will Experience Global Soccer in 2026

International soccer tournaments often appear as global spectacles on television. In reality, the fan experience is much more local, social, and layered with digital touchpoints. A new study conducted by ThinkNow among soccer fans in Los Angeles shows that anticipation is already high and that the event will unfold across multiple screens, platforms, and social spaces.

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Strong anticipation among soccer fans

Excitement for the upcoming international tournament is already widespread among soccer fans in Los Angeles.

82% say they are very or extremely excited about the competition, describing it both as a celebration of the global game and an opportunity to watch the world’s best players compete.

The anticipation also extends to how fans expect their communities to appear in coverage of the event. 77% say their community is well represented in U.S. media coverage of major sporting events.

In multicultural markets such as Los Angeles, representation is part of the viewing experience. Fans often see international soccer not only as sport, but also as a reflection of identity, heritage, and national pride.

A multi-platform fan experience

Despite the growth of digital platforms, traditional television remains the primary way fans plan to watch matches. At the same time, the broader experience of following the tournament extends far beyond the main broadcast.

Fans expect to follow news, reactions, and highlights through a mix of sports news websites and social media platforms. 65% plan to use sports news sites and 61% expect to rely on social media for updates and reactions.

Within social media, YouTube and Instagram emerge as leading destinations for highlights and commentary.

This pattern reflects how modern sports audiences move fluidly between broadcast media and digital platforms. The live match may happen on television, while the surrounding conversation unfolds online.

Second screens are becoming part of the match ritual

Watching a match is rarely a single-screen experience.

Our study shows that three out of five soccer fans expect to use a second screen while watching matches.

Fans primarily plan to use their phones or tablets to:

• Check statistics

• Watch highlights or replays

• Follow live reactions and commentary

This behavior creates a layered viewing environment where the broadcast, social media conversation, and real-time data exist simultaneously.

The social rituals of match day

Beyond media consumption, the study highlights the social nature of the tournament. Fans often describe their match day traditions as watching games with family and friends while wearing team jerseys or other fan gear.

Spending patterns reflect this dynamic. Among fans in Los Angeles, food and beverages lead both planned purchases and additional spending during the tournament, well ahead of other categories such as merchandise or travel.

What this means for brands and media

For companies looking to engage soccer audiences, the findings highlight several important dynamics.

Fans move across multiple platforms throughout the viewing experience. Television, social media, sports news websites, and second-screen activity all play a role

At the same time, emotional storytelling continues to capture attention. Advertising that features players or evokes the spirit of the game is more likely to stand out during the tournament.

The opportunity extends beyond visibility. 67% of fans say their opinion of a company improves when it is associated with the tournament, and nearly eight out of ten say they are open to trying products promoted during the event.

Los Angeles as a preview of soccer’s future in the United States

Los Angeles often serves as an early indicator of cultural shifts that later expand across the country. Its diversity and deep connections to global soccer cultures create a fan base that reflects multiple traditions, identities, and styles of fandom.

The research suggests that international soccer in the United States will continue to be shaped by three forces:

• Multicultural fan communities

• Digital media ecosystems

• Shared social viewing experiences

Discover how fans in the Los Angeles market are preparing to experience global soccer in 2026.

Download the L.A. DMA Residents Perspective Report to explore the complete data and insights.