The first few weeks of the World Cup have produced record TV ratings and increased attention on soccer in the U.S.
The larger spotlight is also providing opportunities for casual and non-fans to catch some of the world’s most famous athletes for the first time. Lionel Messi and Cristiano Ronaldo have been the sport’s two most popular players on Sports Poll by a wide margin for more than a decade, but both are nearing the end of their careers. Another player will eventually move into the top tier, and this year’s World Cup offers the best stage for younger stars to make their claim.
Since his move to Major League Soccer in 2023, Messi has distanced himself from Ronaldo as Americans’ favorite player. There is a gap between Ronaldo and other players though. France’s Kylian Mbappe ranks third and has been gaining slowly over the past few years, but little distinguishes these other stars today. It’s hard to imagine a better scenario for maximizing star power than this year’s World Cup. Not only did the top eight favorite players all make the tournament, but their teams all won at least one game in the knockout stage. That means even greater opportunities for exposure to new fans.
The odds are that at least one of these younger stars (or another emerging star) will break out from the pack thanks to the World Cup. The challenge will be to build on that momentum. While Messi has the benefit of playing in the U.S., the others all play for international clubs. It will be up to their leagues, clubs, sponsors, and media partners to raise awareness and ensure fans know how and where to follow these players after the tournament.
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Sports Poll by SSRS is conducted continuously throughout the year and includes a nationally representative sample of more than 24,000 Americans each year.
