A Wild Ride for Soccer in the USA: Rob Reilly's Journey and the 2026 FIFA World Cup
As the 2026 FIFA World Cup approaches, many are wondering if Americans truly care about soccer. For WPP’s chief creative officer Rob Reilly, this notion is a myth. Growing up in New Jersey in the 1970s, Rob's love for soccer began with an American football jacket – yes, you read that right! The purple-and-yellow garment sparked his interest in the sport, and he soon found himself drawn to West Ham United, the claret-and-blue club that has been his beloved team for 45 years of disappointment. This dual sporting identity is fitting for Rob's expansive fandom, which includes American football, baseball, hockey, and basketball.
Rob's journey is a testament to the diverse and complicated nature of soccer in the USA. While it may not be as dominant as other sports like American football or basketball, soccer has its own unique following. In an era where memes paint US football culture as quaint and cringe-worthy, Rob sees something more – a cultural phenomenon driven by women and minorities.
The build-up to the World Cup is indeed a wild ride, with fans across the country gripped by their favorite teams' performances in the NBA Finals, NHL playoffs, and Major League Baseball. It's easy to get caught up in the excitement of these events, but Rob believes that the World Cup remains an attractive proposition for marketers and fans alike.
Few events can capture the attention of both dedicated fans and casual viewers on the same scale as the World Cup. It shares similarities with the Super Bowl, but its global appeal sets it apart. Brands have the power to initiate viral moments and respond to unexpected twists on the field.
As a Brit walking around New York City, I may have felt underwhelmed by the build-up for my favorite sport's largest event. But Rob is optimistic about the tournament's potential to bring fans together. "It's a great question because we worked really hard to get the insight," he says, pointing to Coca-Cola's 2026 World Cup platform, 'Feel It All.' The insight they landed on is that watching football is a rollercoaster of emotions – highs and lows within 90 minutes.
Rob has endured his fair share of lows following West Ham United, but he's hopeful about the US men's national team's chances in the tournament. He mentions a recent Fox Sports campaign that imagines the chaos following an imagined USA World Cup win, culminating with Mike Eruzione asking viewers, "You don't believe in miracles?" Rob feels like that moment has been waiting to happen for soccer.
Whether or not the USMNT manages that Hollywood underdog victory is yet to be seen. But as the world gets a chance to witness the passion of millions of home fans, the tournament looks set to show a different side to US footballing culture. With the World Cup reaching and converting a new generation of local supporters too, marketers may well find that Stateside soccer is a real open goal.
The 2026 FIFA World Cup promises to be an unforgettable event, with its unique blend of emotions, excitement, and global appeal. As Rob so eloquently puts it, "I think it's going to be a giant thing." And we can't wait to see what unfolds.
Written by: Flexx Von Protein | The Citizen Edition
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