The U.S. Is Still Asking Whether the World Cup Matters— Latinas Never Needed To

The 2026 FIFA World Cup officially kicked off on Thursday, June 11, with the opening match between Mexico and South Africa in Mexico City. This is the largest World Cup in history and a landmark moment for fútbol, with the U.S. hosting 78 of the tournament’s 104 matches and Mexico and Canada each hosting 13.

Yet conversations around the tournament in the United States still seem to center on whether Americans will finally embrace fútbol. Several media outlets, includingThe New York Times and The New Yorker, have explored that question. And while it’s difficult to pinpoint exactly why, there does seem to be a sense that this year’s tournament isn’t being met with the same level of anticipation many expected from such a historic moment.

But for many Latines, the World Cup has always been about much more than just sports.

U.S.-born Latines see the World Cup as about much more than just sports. For us, it’s about culture, identity, and pride. In fact, according to Pinterest’s newly released Summer Trend Report 2026, Latina users, in particular, are shaping everything from style and wellness to inspiration on the platform. Even though sports culture has historically been framed through a male lens, Pinterest’s data suggests that the people driving the culture surrounding sports—from street style to beauty trends—are, in fact, Latinas. The platform has seen significant spikes in searches for World Cup-inspired outfits and jerseys from Brazil, Mexico, and Colombia.

As a Latina living in New York City, I saw it all this weekend—from people celebrating the Knicks’ championship on Saturday night to waving Puerto Rican flags at the Puerto Rican Day Parade in Manhattan on Sunday. But amid all the Knicks gear and Puerto Rican flag merch, I also spotted plenty of people—Latina women in particular—throughout Queens and Manhattan wearing the Brazilian, Mexican, and Colombian flags, fully decked out in style.

This is about so much more than style or even trendsetting. I quickly realized that, for many Latinas, this year’s World Cup is an opportunity to publicly and unapologetically celebrate their roots, their culture, and the countries their families come from. And at a moment when many Latines feel increasingly targeted by anti-immigrant rhetoric and discrimination, that expression of cultural pride feels especially meaningful. We probably need this World Cup more than ever.

And now, the 2026 FIFA World Cup is underway.

In many ways, this year has offered us something Latines don’t always get in abundance: moments that make us feel seen, celebrated, and undeniably woven into the fabric of American culture. That’s precisely what the FIFA World Cup is offering us this year. Which is why, regardless of whether you’re a big fútbol fan or not, if you’re Latine, I’d encourage you to at least consider tuning in. It offers a rare opportunity not just to celebrate who we are, but to celebrate ourselves in community.

At a moment when many Latines feel increasingly targeted by anti-immigrant rhetoric and discrimination, this year’s World Cup feels like more than just a sporting event. It feels like an opportunity to celebrate our roots, our cultures, and the countries our families come from loudly and unapologetically. Because no matter the political climate, joy, pride, and community are things that no administration can take away.