America must fix issues before co-hosting 2026 World Cup

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Image credit: Copa America website

Copa America 2024 has kicked off the knockout stages with plenty of goals and drama on the pitch, but that has quickly been overshadowed by low attendances, poor pitch quality and sky high ticket prices leaving many fans, players and coaches stranded and confused.

In what can be seen as a prelude to a landmark 2026 FIFA World Cup, the USA have already shown signs of failing to host a major football event in a country where grassroots participation and attendances for the sport desperately need a revival.

These have been the main issues so far at the event that are in the spotlight if the US want to correctly co-host the biggest tournament with Mexico and Canada in the sport.

Attendance numbers

If the sweltering heat and embarrassing broadcast camera angles weren’t already bad enough, the US Men’s national team failed to sell out any of their three group stage matches, with a controversial 47,873 crowd for the opener against Bolivia in an 80,000 seat AT&T Stadium.

The comparison is to put it side-by-side with the Euros currently in Germany, where there have been no issues packing out stadiums with capacities of up to 75,000 and tickets selling out months in advance.

Fan culture is rife with many fan zones and packed watching venues keeping the streets busy with football fandom which is just completely non-existent in the US.

But there is a reason for all of this, and it can’t be for a lack of interest after Fox Sports confirmed that the must-win USA-Uruguay contest attracted an average of 3.78 million viewers on FS1.

According to Fox Sports, that was the largest audience to see a a match that isn’t a World Cup on FS1 and the highest-ever English-language viewership total in the United States for a Copa America match.

It smashed previous Copa America games so far, but it never translated to support in the stadium which gives the hosts slight encouragement on finding a solution to fix this problem.

Ticket Prices

Fans at the event are consistently being priced out, leading directly to the poor attendance numbers and lack of atmosphere.

The lowest ticket price for the quarterfinal matches of the Euros were as low as $96 to watch world-class teams such as Spain, Germany and France whilst in the Copa America, Ticketmaster and Seat Geek in the US had fans pay minimum of $163 for quarterfinal tickets.

This is without factoring in the travel expenses going from state to state versus the easily accessible matches in Germany that can be travelled via affordable public transport.

The NFL and NBA have some of the highest average ticket prices in all of domestic sporting leagues across the world, but the demand and entertainment offered gives fans a reason to accept its value. A sport like soccer in the US would thrive from its affordability and encourage any sports fan to give it a go.

Pitch Quality

Players and coaches have come out in the media to criticise the pitch quality in the Copa America so far, claiming the inconsistencies have negatively affected team performance and the way teams prepare for matches.

Emi Martinez and Weston McKennie’s harsh words after matchday 1 forced a statement out of CONMEBOL who defended the state of the pitches, too much controversy.

It simply has to change for 2026 if it wants to remain fit to host football’s grandest event.

With the 2026 World Cup set to be played in many of the same venues across the United States, each new controversy over pitch conditions at Copa América accentuates the ongoing concerns about the quality of the venues and the difficulty of using NFL stadiums for football.

Conclusion

Affordability is the biggest issue needing to change going into the 2026 World Cup.

Ticket prices must be affordable to account for the hike in prices across the country for travel and accommodation.

With the 2026 World Cup held in three geographically large countries, fans will be forked to shell out thousands on travel if scheduled to play in differing countries and states.

However, overall, this World Cup has real potential to live up to the success of 1994 that saw the sport boom in popularity in North America and that surge in popularity is definitely required for the future of the sport in the US.

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Football Community Supports Ange Goutzioulis Following MND Diagnosis

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Image Credit: One Nil Media

At just 52 years old, former National Soccer League player Ange Goutzioulis stood in front of a packed room at the Chisholm United launch night in Oakleigh and spoke about something no one ever expects to hear: a diagnosis of Motor Neuron Disease.

But rather than retreat into silence, Goutzioulis chose to speak openly. He spoke not just about the disease itself, but about the reality of living with it, the uncertainty ahead and why awareness matters more than ever.

 

Early stages

For years, football was part of Goutzioulis’ identity. Coaching, movement and routine were all things that once felt natural. Then slowly, something changed.

“I couldn’t even stand properly… I was losing my balance,” he explained.

At first, the signs were confusing rather than alarming. A couple of falls. Difficulty moving. Hospital visits and tests.

“They said, ‘You haven’t got cancer, you haven’t got MS and you haven’t got MND,’” he recalled.

But the symptoms continued worsening. Eventually, further neurological testing revealed the diagnosis: Motor Neuron Disease (MND).

The confirmation came quickly.

“They called it after two or three minutes… they saw the machines and basically said, ‘Yeah, you’ve got MND.’”

The shock was immediate.

So too was the reality.

 

Understanding Motor Neuron Disease

Motor Neuron Disease is a progressive neurological condition that attacks the nerves controlling movement, gradually taking away the ability to walk, speak, swallow and eventually breathe.

There is currently no cure.

For many Australians, awareness of MND remains limited until it touches someone close to them. Goutzioulis now finds himself confronting not only the physical decline, but the emotional weight of understanding what lies ahead.

“There’s no way to stop it… it’s going to kill me,” he said honestly.

Even breakthrough treatments tomorrow, he acknowledged, may come too late for him personally.

Yet despite the enormity of that reality, his focus has already shifted beyond himself.

 

Fighting for awareness while fighting the disease

What stood out throughout the evening was not despair, but resilience.

Goutzioulis spoke candidly about refusing to surrender mentally to the disease. Against medical advice centred around conserving energy and managing fatigue, he continues trying to stay active.

“I keep walking,” he said.

“I’ve got a theory in life that if you work out and keep moving, maybe [your] muscles won’t waste away as quick.”

Whether medically proven or not, the mentality reflects something deeper: a refusal to let MND define every remaining moment.

There was also optimism in the small victories.

Doctors believe he may have already been living with the disease for three years — longer than expected given his current condition.

“That’s a positive,” he said. “So, I’ll take it day by day.”

Image Credit: One Nil Media

Football’s power beyond the pitch

The event itself quickly transformed from a club launch into something more profound: a reminder of football’s ability to rally around people during their hardest moments.

As speakers addressed the room, one message became clear — Goutzioulis is not facing this battle alone.

“There’s probably 100 people here,” said Bill Kosmopoulos, who was hosting the discussion,

“I guarantee there’s 100 people cheering for you, 100 people that would do anything to find a solution for MND.”

In community football, conversations are usually dominated by results, signings, tactics and ambition. But nights like this reveal another side of the game entirely.

Connection.

Humanity.

Support.

By speaking publicly, Goutzioulis gave a deeply confronting disease a human face. Not statistics. Not headlines. A person. A father. A football figure. Someone trying to process what it means to slowly lose control of their own body while still showing up for the people around them.

That vulnerability is precisely why awareness matters.

Because awareness drives conversation.

Conversation drives funding.

And funding drives research that could one day change outcomes for future families facing the same diagnosis.

Image Credit: One Nil Media

“We’re behind you”

As the night closed, the room rose behind him.

Showing admiration for someone willing to confront unimaginable news publicly in the hope it helps others understand the devastating reality of MND.

“On behalf of everyone… thank you so much mate,” one speaker told him.

“We’re behind you.”

Support and raising awareness for the disease is what matters.

GIS Masterclass: Fan Engagement and Marketing with Terry Lynam and Karen Grega

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Image Credit: Global Institute of Sport

The Global Institute of Sport recently hosted a masterclass on Fan Engagement and Marketing, bringing together two industry leaders to tackle the field’s most pressing issues.

The Global Institute of Sport (GIS), which offers a Master’s in Sports Business and Sports Analytics through the University of Newcastle, regularly holds masterclasses with industry leaders as part of its curriculum.

The latest focused on fan engagement and marketing, covering two key themes: the growing tension between live sport and online streaming, and the role of data in shaping the fan experience.

The panelists 

Terry Lynam recently concluded her role as General Manager of Fan Experience and Events at Football Australia, overseeing the AFC Women’s Asian Cup on home soil.

Karen Grega is an experienced sports management consultant with a multi-code background. She currently represents Football Coaches Australia (FCA) and Heartbeat of Football, and has previously worked with Sydney Cricket Ground, Venues NSW and Sydney FC.

Live Sport and social media.

Terry Lynam opened with a pointed statement — one she acknowledged would be controversial. She argued that the sense of community unique to live sport is being eroded by social media and ‘snippet’ consumption.

Central to her concern is how marketing teams are failing to segment their audiences, treating casual online viewers the same as matchday fans.

“If they aren’t spending money on the sport we shouldn’t count them as spectators to the same level as match going fans.”

“What we want to consider as marketeers is how much we want to give away and how much we want our live sport element to remain,” Lynam said.

Grega echoed the sentiment, arguing fan engagement ultimately comes down to human connection. “It’s not rocket science.”

She suggested the industry revisit the concept of sport as a family outing to recapture that communal experience.

Data Driving Decisions

Both panelists highlighted data and analytics as central to modern fan engagement.

Grega recalled the introduction of computerised turnstiles as a turning point, enabling teams to track crowd movements and optimise staffing and entry times.

She also noted the continued value of fan surveys in informing marketing decisions.

Lynam pointed to ticketing technology as a significant data frontier.

Modern platforms like Ticketmaster’s ticket-transfer system now provide detailed customer insights.

“It allows us to have a better understanding of who’s getting the ticket and how they transport themselves there or when they arrive,”

“We can personalise their journey and sell content to them,” Lynam commented. 

The discussion also touched on data sourced from social media and on-field player tracking, as well as interactive stadium technology gaining traction in the US.

This included holographic assistants and player headset interactions that bring a broadcast-style experience to live events.

Activations That Educate

Activations rounded out the masterclass, with Lynam detailing how she created a fan zone on a modest budget for the Women’s Asian Cup.

The activation featured charitable partnerships focused on women’s health, including Heartbeat of Football, Endometriosis Australia and Share the Dignity.

“I’m very hopeful that that type of idea gets pushed through on other sporting events,” Lynam said.

Grega elaborated on the Heartbeat of Football activation, highlighting how a competitive element built around CPR and heart health kept fans engaged while also educating them.

“The whole health hub ticked all the boxes — it was immersive, it was interactive, it was there for all ages, both sexes.”

“That sort of blueprint is one that should be replicated as much as possible,” Explained Karen Grega

The masterclass offered students and industry professionals a valuable window into contemporary sports marketing.

As the competition for fan attention intensifies, the blend of live experience, smart data use, and purposeful activations can help define the next chapters of fan engagement.

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