Football has cemented its position as India’s second-most popular sport among adults, trailing only cricket, according to new research released by Nielsen ahead of the 2026 FIFA World Cup.

The research, published on Wednesday, highlights football’s growing footprint across Asia and among diverse audience segments globally as anticipation builds for the expanded FIFA World Cup scheduled to take place across the United States, Canada and Mexico in 2026.

Nielsen’s findings show that football, or soccer as it is known in some regions, ranks as the most popular sport among adults in several Asian markets, including South Korea, Thailand, Indonesia and Singapore. In India, football sits behind cricket in terms of popularity, while in Japan, it ranks second after baseball.

The report underscores football’s steady rise in India, where cricket has long dominated the sporting landscape. With increasing investments in football leagues, broader access to international competitions, and growing digital engagement among younger audiences, football’s popularity has expanded significantly in recent years.

Beyond Asia, Nielsen’s study focused on audience trends in the United States, particularly among Hispanic communities, which it described as a major growth engine for football fandom in the country.


According to the research, one in two first- and second-generation U.S. Hispanics identify as FIFA World Cup fans, while 47% of the broader U.S. Hispanic population expects their interest in the tournament to increase over the next 18 months.
Hispanic football fans also demonstrate deeper engagement levels than the wider population. Nielsen found that they are 87% more likely to have watched a World Cup qualifier match in the past year, while 39% are avid fans of Major League Soccer.Social media plays a significant role in driving football engagement among Hispanic fans. The report found that 94% of first- and second-generation Hispanic football fans rely on social media for soccer-related content. Hispanic sports fans are also 38% more likely than the general population to use TikTok for sports news and highlights, while 81% said they plan to engage with football through social media platforms.

For brands and marketers, the findings indicate strong commercial opportunities around football sponsorships. Nearly one-third, or 32%, of Hispanic sports fans said they consider a company’s products or services for the first time when the brand sponsors an event or sport they follow. In addition, Hispanic fans were found to be 11% more likely than the general population to purchase a brand after seeing sponsorship activity.

Nielsen’s research also highlighted football’s strong resonance among Black Caribbean and Middle Eastern audiences. Black Caribbean consumers were found to be 52% more likely to express interest in football than adults overall, while Middle Eastern and Black audiences were 40% more likely to be highly interested in the sport.

“The American soccer fan base has been built over decades through a series of cultural moments, each one raising the floor of viewership and passion,” Nielsen said in the report. “Hispanic fans are the cultural engine of U.S. soccer fandom, with depth of connection, digital fluency, and brand loyalty that compound throughout the tournament.”

Globally, football continues to maintain its position as one of the world’s most followed sports, with Nielsen noting that the game has emerged as the sport of choice in several major Asian countries while retaining strong appeal among multicultural audiences worldwide.

With the FIFA World Cup 2026 approaching, the research suggests football’s momentum in India and other key markets is likely to intensify, offering fresh opportunities for broadcasters, sponsors and digital platforms seeking to capitalise on growing fan engagement.