With the world’s biggest soccer tournament coming to the U.S. in 2026, brands are eager to understand how the rise of American soccer fandom is reshaping consumer habits and opening new avenues for engagement. 

What makes soccer fans unique? What opportunities will emerge for brands as soccer’s popularity grows? Are American consumers truly ready to embrace soccer culture? 

Fetch, America’s Rewards App, knows consumer spending like no one else – because no one else sees the whole picture. For this report, we zeroed in on key soccer events from the last year and analyzed real purchase data to uncover how America really spends on game day.  

Turns out, soccer fans aren’t just American football fans in different jerseys—they represent a distinct (and increasingly influential) consumer segment.

This edition of Fetch Finds breaks down the unique spending patterns during key tournaments and matches, from sustained purchasing periods during multi-day tournaments to increased demand for grilling equipment, cocktail essentials, and distinctive restaurant choices on game day. 

What’s the most straightforward way to gauge soccer’s growing popularity and its impact on consumer behavior?

Keep your eye on the ball (soccer ball sales, that is). 

Typically, most soccer balls are purchased on the weekend. But after the Copa América final last year, receipt data showed soccer ball sales surge mid-week, peaking on the Wednesday after the final match.

And looking back at the last FIFA Women’s World Cup, soccer ball sales increased steadily during the tournament, peaking sharply toward the end. 

Franklin, Adidas, Nike and Minnark saw the biggest sales and after during major events. 

What’s on the menu for game day? Convenience and affordability.

During the Copa América tournament last year, these restaurants saw major spikes: 

Digging into key demographic segments, the affinity is even stronger:

• Hispanic Users:
  • Domino’s +58%
  • Buffalo Wild Wings +31%
  • Taco Bell +16%
  • Pizza Hut 12%
• Millennial & Gen Z Users:
  • Domino’s +59%
  • Taco Bell +16%
  • Pizza Hut +16%
  • Buffalo Wild Wings +23

They’re watching at home, and they’re ordering in: Millennials and Gen Z show clear priority for delivery–particularly when there’s a soccer match on TV. Younger consumers increased their DoorDash orders notably during the FIFA Women’s World Cup, with receipt data showing significant peaks during high-profile matches. 

• Top restaurants: McDonald’s, Taco  Bell, Chick-fil-A, Wingstop.

When fans shop for single-day events like the Super Bowl, receipt data shows quick spikes in grab-and-go items like chips, dips, frozen apps and ready-to-drink alcohol. 

But with major soccer tournaments taking place over several weeks and matches often played daily, shopping behavior looks a lot different.    

During Copa América last year, shoppers stocked up on home bar supplies and DIY hosting essentials. 

• Frozen Drink Makers: +41%
• Beverage Tubs & Chillers: +25%
• Ice Makers & Accessories: +25%
• Coasters & Holders: +19%
• Water Coolers & Accessories: +12%
• Wine Bottle Holders: +11%
• Beer: 10%
• Spirits & Cocktails: +8%
• Cocktail & Barware Tool Sets: +7%
• Ice Cube Trays: +6%

Shoppers also bought more kitchen gear and tools for outdoor cooking.

• Portable Cooking Stoves & Accessories: +22%
• Toasters, Grills & Accessories: +10%
• Electric Griddles & Grills: +7%
• All-Purpose Cleaners: +7%

Receipt data shows upticks in several beauty and personal care categories around major soccer matches — could this suggest fans are getting glam for social events or creating custom looks for their favorite teams?

About Fetch Finds:

Fetch Finds is a new consumer insights series from America’s Rewards App, where brands are the center of joy. Instead of relying on projections or approximations, Fetch Finds is powered by verified receipt data from millions of verified shoppers and billions of transactions. With each report, Fetch reveals how America really spends — across all categories, retailers, restaurants, ecommerce and more. Drawing from our 24-month consumer panel, we dig into item-level purchase data to unpack real-time trends, generational shifts, regional dynamics and behavioral patterns

Methodology

Fetch leveraged patented AI-driven analysis of verified SKU-level purchasing data from millions of consumers, capturing real-time spending behaviors across digital and physical transactions, providing unmatched accuracy into consumer habits during major sports events.