Landon Donovan, one of the most recognizable names in American soccer, is pushing the United States to treat the 2026 FIFA World Cup not just as a tournament to host, but as a once-in-a-generation chance to reshape the sport's place in the country. Speaking publicly this week, Donovan argued the co-hosting role — shared with Canada and Mexico — offers a narrow window to boost grassroots development, shift global perceptions, and embed soccer deeper into American culture and economy.
Why this World Cup matters differently
The US has hosted major soccer events before, including the 1994 World Cup and the 1999 Women's World Cup. But Donovan sees 2026 as distinct. The tournament will be the first with 48 teams, meaning more matches, more visitors, and more exposure over a longer period. For Donovan, that scale is the hook. He wants the country to move beyond simply staging games and instead use the event as a catalyst for long-term investment in youth programs, facilities, and coaching — especially in underserved communities where soccer is already popular but under-resourced.
Grassroots as the real prize
Donovan's focus on grassroots development isn't new, but his timing is deliberate. With three years to go before kickoff, he argues that planning for legacy infrastructure — not just stadiums but local fields, training centers, and accessible leagues — should start now. He points to the economic ripple effect: more kids playing means more demand for equipment, travel, and local leagues, which in turn creates jobs and sustains soccer-specific businesses. The message is that the benefits shouldn't stop at the professional level.
Redefining the global view of American soccer
On the global stage, Donovan believes the US still carries a reputation as a soccer outlier — a place where the sport competes with football, basketball, and baseball for attention. A successful, well-organized, and widely followed World Cup, he argues, could erase that lingering perception. It could also attract more international investment into American clubs and academies, and convince top foreign players and coaches that the US is a serious soccer market, not just a vacation stop for preseason tours.
Economic stakes beyond ticket sales
While the tourism and hospitality sectors will see immediate boosts, Donovan's vision leans on longer-term economic gains. Host cities will pour money into transportation and security, but the real payoff, he suggests, comes if the event sparks a lasting increase in participation and viewership. More eyes on MLS and other domestic leagues could drive broadcast deals, sponsorship revenue, and merchandise sales. The question is whether organizers and local governments will prioritize those bets over short-term spectacle.
Donovan's call lands at a moment when US Soccer is already under pressure to demonstrate progress after early exits in recent men's World Cups. The 2026 tournament offers a home-field chance to change that narrative. But without deliberate, sustained investment from now until the final whistle, he warns the opportunity could slip away — leaving the US as a host that collected checks but didn't change the game.
