Next month’s World Cup final in New Jersey will feature a star-studded halftime show with Madonna, Shakira, KPop band BTS, and characters from Sesame Street and The Muppets, reflecting FIFA president Gianni Infantino’s vision of a global celebration of football and unity. The spectacle is widely seen as influenced by American entertainment traditions, particularly the Super Bowl, raising questions about the possible extension of the typical 15-minute halftime break to accommodate the performance.
The incorporation of American-style entertainment into the World Cup highlights the broader impact of U.S. investment and cultural influence on global football. Over the past decade, American capital and business practices have significantly reshaped European football, with U.S. investors now owning 117 clubs across Europe. This includes more than half the teams in England’s Premier League, over a third in Italy’s Serie A, and a quarter in France’s Ligue 1.
American ownership has altered both commercial and operational aspects of clubs, emphasizing profitability through enhanced stadiums, tighter financial controls, and diversified revenue streams. The influence is also evident in FIFA’s introduction of three-minute water breaks during each half of matches—a measure partly aimed at generating advertising revenue, reminiscent of National Football League game structures. Ticket prices for the tournament have reached new highs, attributed by FIFA to alignment with American market trends.
The trend dates back over 20 years to the Glazer family’s leveraged buyout of Manchester United, the first major U.S. takeover. Since then, American ownership has multiplied, spreading beyond elite European clubs to teams in Portugal, Belgium, Brazil, Mexico, and lower divisions in Europe. U.S. owners encompass a range of profiles, from lifelong football enthusiasts to investors managing funds with fixed mandates. Notable figures among shareholders in Championship clubs include actor Ryan Reynolds, rapper Snoop Dogg, and former NFL quarterback Tom Brady.
Analysts point to several factors driving U.S. investment, including a boom in sports-related assets, a growing number of billionaires seeking new opportunities, and football’s relatively lenient ownership and financial regulations compared to U.S. leagues. The sport’s underdeveloped commercial infrastructure presents significant upside potential, prompting investments in stadium upgrades and multimedia events. Valuations for European football clubs remain lower relative to major U.S. sports franchises, making football an attractive market for investors priced out of American leagues.
The growing American football audience has fueled these investments, boosted by high-profile players like Lionel Messi joining U.S. clubs and media projects such as the TV show “Ted Lasso.” Viewership numbers for the Premier League in the U.S. have surpassed those of established American sports in some cases, with a younger fan base driving growth. Participation in soccer domestically has also increased markedly since 2018.
This expanding U.S. interest benefits FIFA directly, which expects to generate $13 billion from the current four-year cycle ending with this World Cup—an increase of 72% over previous cycles. Major League Soccer and the National Women’s Soccer League have seen surging franchise valuations, and prominent U.S. owners have made significant donations to support infrastructure and youth development.
The influx of American money has contributed to rising international media rights values, with U.S. broadcasters now paying nearly $900 million annually for Premier League, Champions League, and La Liga matches—almost triple the amount spent in 2017. However, this commercialization has also intensified financial disparities across European leagues. The Premier League derives over half its broadcast revenue from overseas markets, mainly the U.S., eclipsing combined revenues of other top European leagues and raising concerns about long-term ecosystem sustainability.
Tensions between American business approaches and European football traditions have surfaced, particularly around ticket pricing, multi-club ownership, and commercialization. Protests have erupted at clubs like Chelsea and RC Strasbourg, reflecting fears of losing club identities. Some fans and analysts argue that increased U.S. ownership has not resolved financial instability; UEFA reported European clubs collectively lost more than €1 billion last season despite record revenues. Several of the biggest losing clubs are U.S.-owned, and ongoing high spending has raised questions about fiscal responsibility.
Despite these challenges, industry experts see the 2026 World Cup as a potential turning point for U.S. soccer interest, akin to the legacy of the 1994 tournament. The event is expected to boost participation, fan engagement, and investor confidence in the sport across the United States, possibly accelerating football’s professionalization and commercial growth domestically.