World Cup Irrelevant to Many Americans -

The World Cup is often dubbed the grandest event on the planet. Yet, this perspective seems to falter in the US, even with the nation hosting matches for the first time in three decades.

A recent poll indicated that over half of US adults are unlikely to tune into any of the 104 tournament matches on their screens. Just 13% expressed a strong intention to watch, based on a Morning Consult survey conducted for Bloomberg in late May.

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Attitudes towards the tournament varied widely across age demographics. Generation Z, with its oldest members nearing their late 20s, showed the greatest excitement.

Conversely, Baby Boomers, currently in their 60s and 70s, displayed the least enthusiasm, with about three-quarters identifying as not being fans of football, and nearly half admitting they were not familiar with Argentine star Lionel Messi.

A significant issue appears to be that many Americans have not encountered much information about the World Cup, which is being co-hosted by the US, Mexico, and Canada and began on Thursday.

Only 25% of survey participants reported learning a substantial amount about the tournament, while nearly 40% stated they hadn’t heard anything about it.

Much of the information that Americans have received regarding the World Cup has been negative, according to the poll of around 2,000 participants.

The primary concern, mentioned by approximately 30%, was the awareness of high ticket prices. The backlash concerning ticket costs and distribution practices has led to state inquiries, with nearly 70 US Congress members advocating for price reductions.

Furthermore, FIFA’s choice to honor US President Donald Trump with its inaugural peace prize was the second most cited issue, facing strong opposition from 31% of respondents, while only 16% endorsed the decision.

Read: FIFA World Cup: What implications does it have for Trump’s America?

Big brands like McDonald’s and Verizon have invested millions in advertising, acting as official FIFA partners and during matches, which will be shown on Fox and Comcast’s Telemundo in the US.

According to the survey, Coca-Cola was the brand most commonly linked with World Cup promotions. The soft drink giant has been involved in tournament advertising since 1950 and is once again an official sponsor.

Nike ranked second in terms of corporate visibility. While not an official FIFA partner, the sportswear company maintains agreements with key national teams, including France, England, and the US.

Adidas closely follows, despite being a longstanding World Cup partner and the provider of the official match ball for this event.

As the tournament draws near, indications suggest that the demand may not meet expectations. An Argentine airline has cut back on flights aimed at World Cup travelers, while Airbnb hosts in one of the host cities have expressed dissatisfaction over low interest in their listings.

Read: Senegal and Morocco are Africa’s best bets for the World Cup – Bloomberg Economics

In early June, the burger chain Shake Shack, which is not an official tournament sponsor, adjusted its quarterly comparable sales forecast to reflect any potential optimistic influence from the World Cup.

“We’ve observed a decline in visitor numbers over the past three to four weeks, especially in some of the significant cities we operate in,” Chief Executive Officer Rob Lynch stated during an investor conference on June 4.

The company had previously believed that the tournament would boost foot traffic to its locations.

The survey indicated that nearly 60% of participants mentioned that their households would not allocate any funds for the World Cup, including tickets, viewing outside their homes, or merchandise.