The Bay Area will host six World Cup games at Santa Clara's Levi's Stadium during the 2026 tournament, drawing attention to soccer in a region with a growing but still minority sport following [1, 2]. Despite strong youth participation, soccer remains less popular in the U.S. compared to football, with lower TV viewership overall [1, 2]. Still, about 36% of Americans say they plan to watch the World Cup, according to an Ipsos poll [1, 2].
Locally, the Oakland Roots, a team founded less than 10 years ago, have rapidly increased attendance after their move to the Coliseum stadium [1, 2]. Jorge Bejarano, a longtime fan and leader of the Roots supporter group, said the World Cup gives an international platform to showcase Oakland’s diverse soccer culture. He said, "Now that we get the World Cup here in the Bay Area, we definitely do see interests of tourists and soccer fans around the world just digging into what other teams are there around that same area. What I hope people take is just how diverse Oakland is, how special, how fun and how welcoming" [1]. Bejarano added, "Having a team here that dedicates their passion and their love for the city – I can only respect something like that" [1].
Ryan Martin, head coach of the Oakland Roots, views the six World Cup games at Levi's Stadium as "a huge statement about the interest in soccer in the Bay Area." He hopes the World Cup’s spotlight will boost attendance at Roots games as well [1].
The Roots will host the Australian national team at their training facilities during the tournament and partner with local restaurants to offer Australian-inspired menus, linking the global event with the community [1, 2]. The Bay Area’s soccer scene includes the Roots in the USL Championship (second tier), Major League Soccer’s San Jose Earthquakes, and Bay FC competing in the National Women’s Soccer League, reflecting a diverse local soccer ecosystem [1, 2].
Reports in early June 2026 highlighted the World Cup games at Levi's Stadium and the expected impact on local soccer interest [1, 2]. As the World Cup approaches, focus is increasing on how these matches and community efforts will engage fans new and old in the Bay Area.