June 2025 was supposed to be a landmark moment for soccer in the United States — a summer packed with marquee tournaments, historic clubs, and world-class talent. Instead, the early results have been a mixed bag marked by poor attendance, lukewarm enthusiasm, and organizational missteps.
The newly expanded FIFA Club World Cup, hosted across 11 U.S. cities, kicked off this summer as a dress rehearsal for next year’s 2026 FIFA World Cup in North America. Alongside it, the Concacaf Gold Cup brought international matchups featuring the U.S. men’s national team and other regional powers. Despite the potential, however, fans haven’t filled stadiums as expected.
Empty Seats Undermine a Promising Vision
In theory, the Club World Cup promised U.S. fans the rare chance to witness elite global clubs like Manchester City, Real Madrid, Chelsea, and Botafogo compete in meaningful matches. But in practice, the visuals told another story.
Games at smaller MLS stadiums and massive NFL venues alike have suffered from glaringly empty stands. A highlight match between Chelsea and LAFC in Atlanta drew only 22,137 in a 71,000-seat stadium. A game between Ulsan HD and Mamelodi Sundowns in Orlando attracted just 3,412 spectators.
Even higher-profile matches haven’t escaped poor optics. FIFA reported an average attendance of 34,773 — a number inflated by events like PSG vs. Atlético Madrid, which attracted 80,619 at the Rose Bowl but remains an outlier in a sea of modest turnouts.
Why the Disinterest?
Several factors are likely at play:
- Oversaturation: The packed summer schedule, featuring Club World Cup, Gold Cup, and ongoing domestic leagues like MLS and NWSL, has led to fan fatigue.
- High Ticket Prices: FIFA implemented dynamic pricing, which adjusts ticket prices based on demand. While it’s meant to help fill stadiums, it’s also led to inconsistencies and confusion — prices have plummeted hours before kickoff, frustrating fans who paid early premiums.
- Limited Star Power: Many top U.S. players — including Christian Pulisic, Weston McKennie, and Sergiño Dest — have been absent from the Gold Cup, weakening the tournament’s appeal.
- Poor Promotion and Visibility: ESPN reporters noted a lack of advertising in host cities and difficulty finding local bars showing matches. FIFA’s focus on securing $1 billion in broadcast rights and prize money appears to have come at the cost of grassroots and local engagement.
Club World Cup vs. the Real World Cup
Despite the “World Cup” label, the Club World Cup lacks the emotional and cultural gravity of FIFA’s marquee tournament. The absence of history, fan allegiance, and meaningful narratives makes it hard for casual fans to engage. Unlike national teams that unite supporters through patriotism and identity, clubs like Auckland City, Al Ain, or even Seattle Sounders don’t command widespread attention.
Gold Cup Faces Its Own Struggles
The Gold Cup has similarly struggled, with USMNT matches drawing just 12,610 in San Jose and 11,727 in Austin. Even a doubleheader in San Diego managed only 7,736 fans. A mix of high ticket costs, roster fatigue, and a four-game losing streak has sapped fan interest.
Still, Gold Cup attendance has traditionally improved in the later rounds. More than 50,000 tickets have already been distributed for the final — a hopeful sign that enthusiasm may build.
Logistical Tradeoffs and Scheduling Missteps
FIFA’s decision to prioritize European primetime broadcast windows led to weekday afternoon kickoffs in the U.S., hurting local attendance. Half of the 48 group stage games were played before 3 p.m. local time — 17 of them on weekdays.
There was also debate around stadium choice. FIFA preferred large venues to accommodate maximum potential crowds, but the result has been jarring visuals of sparse gatherings in cavernous settings. Critics argue that smaller, more intimate soccer-specific stadiums could have offered a better match-day atmosphere.
Security Concerns and Fan Hesitation
An additional layer of discomfort emerged when U.S. Customs and Border Protection (CBP) announced a visible presence at the Inter Miami vs. Al Ahly match. This led Miami supporters’ group The Siege to cancel their pregame tailgate, citing fears of rights violations.
Looking Ahead
Despite the slow start, there is hope that attendance will rise as both tournaments reach the knockout stages. But the broader lesson is clear: quantity doesn’t guarantee quality in fan engagement.
With the 2026 World Cup fast approaching, tournament organizers must learn from this summer. That means better local outreach, more accessible pricing, smarter scheduling, and above all, a deeper understanding of how and why American fans consume soccer.
As Whitney Zaleski of the American Outlaws put it:
“There’s so much soccer going on, which isn’t necessarily a bad thing… it just kind of is what it is at this point. Leading up into the World Cup, we’re just going to keep getting busier.”
The challenge now is making sure fans stay interested — and invested — for what comes next.
