NFL teams hosting matches during the 2026 World Cup are leveraging the influx of international soccer fans as an unprecedented chance to boost their global followings. For instance, the Kansas City Chiefs stationed a vibrant photo booth at the city’s airport with the tagline “Come for the fútbol. Stay for the football,” drawing in around 4,000 visitors who share their contact details. This initiative is part of broader efforts under the NFL’s Global Markets Program, started in 2022, which aims to cultivate fan bases in the 16 countries participating in the tournament. With 11 NFL stadiums serving as World Cup venues, franchises see this as a critical moment to convert soccer enthusiasts into American football supporters.

Across host cities, NFL teams have created engaging fan experiences that echo traditions more common in U.S. college sports, such as spirit squads performing during World Cup matches and themed merchandise tailored to specific countries. The New York Giants organized a “Giants Day” event attracting soccer fans to interact with players and trophies, collecting contact information to nurture future connections. Meanwhile, the Miami Dolphins showcased cheerleaders at halftime and hosted pop-up events celebrating Brazilian soccer culture, linking directly to their Global Markets Program rights in Brazil. Other teams also engaged with visiting national squads through informal exchanges and social media collaborations, demonstrating a growing crossover appeal.

Language and cultural outreach are critical components of this strategy. The San Francisco 49ers have amplified content on their Spanish-language channel, notably premiering a nine-episode scripted comedy, “El Offseason,” aimed at extending engagement beyond mere sports highlights. Similarly, the Chiefs’ Spanish channel highlights behind-the-scenes World Cup content and local soccer ties, featuring quarterback Patrick Mahomes, who has personal connections to soccer through investments and family. The Giants incorporated soccer themes into their programming by featuring legendary Italian player Alessandro Nesta alongside football star Eli Manning, blending the two sports in ways that attract and entertain a diverse audience.

While it remains uncertain whether these initiatives will directly drive increases in NFL game attendance or viewership abroad this fall, the early indicators are promising. The Chiefs report a surge in subscriptions to country-specific newsletters, and the 49ers expect more international downloads of their team app. The World Cup atmosphere has already influenced NFL ownership and civic leaders, as seen in Boston’s mayor forming a sister city agreement with Glasgow following the Scottish fan presence. The NFL and FIFA maintain a joint interest in fostering fan engagement, recognizing that growing the global sports audience benefits both leagues. This collaborative spirit underscores how fútbol and American football are blending to create exciting opportunities for sports fandom worldwide.