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On the opening day of the 1994 FIFA World Cup in the United States, Jack Charlton was preparing his Republic of Ireland team for their clash against Italy at Giants Stadium. Yet, as he gave instructions, several of his players were distracted, gazing upwards in awe. “My eyes were everywhere,” recalled Andy Townsend.

The stadium, located where the modern MetLife Stadium now stands—soon to be renamed New York New Jersey Stadium—felt entirely different from traditional European grounds. Its vastness left a lasting impression. For Townsend and his teammates, the view stretching into the bright blue sky made the experience even more unforgettable.

That vivid image still defines the memory of USA ’94. From Romario’s delicate finish to Gheorghe Hagi’s brilliance and Roberto Baggio’s heartbreaking penalty miss, every memory glows under dazzling sunlight.

With global television scheduling matches in the daytime heat, much like Mexico’s World Cups, the improved broadcast technology highlighted the tournament’s vibrant colours.

It felt like a glimpse into football’s future — expansive, bold, and gleaming. A World Cup hosted in the United States seemed the ultimate expression of the sport’s global reach, aligning perfectly with America’s flair for entertainment. The brightness symbolised football finding a new world audience.

While the 2026 edition will unfold in a different political climate, none of it would be possible without 1994’s legacy.

The transformation since then has been extraordinary. Townsend remembered that although Giants Stadium impressed everyone, there was “no buzz, no hype, no tingle of anticipation about the streets.”

At that time, the United States didn’t even have a professional national league. There were no American owners in European football, and even when Chester City’s Terry Smith took over in 1999, it drew confusion.

During the tournament’s opening match — Germany’s 1-0 win over Bolivia — news networks cut into coverage to report on O.J. Simpson’s infamous “White Bronco chase.”

Even the players were caught up in the moment, with the event offering relief from pre-internet monotony. Some American viewers, meanwhile, were unsure what to make of it. USA Today famously wrote that “hating soccer is more American than mom’s apple pie, driving a pickup or spending Saturday afternoon channel surfing.”

There was tension both in the US and within FIFA about what might happen if the country embraced football seriously. UEFA’s Italian president Artemio Franchi criticised the 1980s US World Cup bid as “a World Cup for multinationals,” lamenting football’s growing commercialism.

Today, such doubts have vanished. FIFA is fully invested, and by 2026, American streets will overflow with World Cup advertising. Football no longer needs to sell itself to Americans — the country has become football’s new gold rush.

Much of that success traces back to USA ’94 and its chief architect, Alan Rothenberg. A former lawyer, Rothenberg orchestrated what he called the “big bounce” — also the title of his book — by recognising that in 1994, the World Cup was a fringe curiosity in the US.

“In 1994, we were starting from ground zero,” Rothenberg told The Independent. “I wasn’t sure how much Americans would take to it. What we did know was Americans love a big event — so we made it one.”

Rothenberg’s strategy paid off. He pushed for larger stadiums despite FIFA’s preference for smaller venues and organised press conferences styled like boxing promotions to announce sell-outs. “Good old-fashioned hype,” he said. “In terms of tickets, we did something new.”

Family and venue ticket packages were introduced, along with team passes so fans could follow their favourite sides. Hospitality bundles were also created for the first time, a concept that would shape future tournaments. Ironically, FIFA initially forbade his team from advertising those packages and insisted on low ticket prices.

To make the event even grander, Rothenberg brought in celebrities from across entertainment — Barry Manilow, Faye Dunaway, and Dick Clark among them. Yet one moment still stands out in global memory: Diana Ross’s missed penalty during the opening ceremony.

From start to finish, USA ’94 was defined by penalties — and unforgettable drama. Rothenberg laughed about Ross’s miss, saying, “It’s part of the lore.”

The success was undeniable. The 1994 tournament still holds the record for the highest average attendance in World Cup history — 68,991 spectators per match.

Fans witnessed thrilling football and iconic storylines: Brazil’s first triumph in 24 years, Baggio’s rollercoaster of brilliance and heartbreak, the rise of Romania and Bulgaria, Diego Maradona’s dramatic fall, and the tragic murder of Colombian defender Andres Escobar after his team’s 2-1 loss to the United States.

The tournament’s energy and spectacle — from Gabriel Batistuta’s thunderous goals to Daniel Amokachi’s celebrations — created imagery that still defines football’s global expansion.

“The tournament accelerated the growth of soccer exponentially,” Rothenberg reflected. By 1996, Major League Soccer had launched, followed by the 1999 Women’s World Cup, which kept the momentum alive.

Many of Rothenberg’s ticketing innovations were later adopted by FIFA. Meanwhile, American businessmen in those hospitality seats recognised the sport’s global potential. “Investors opened their eyes,” Rothenberg recalled. “I remember Robert Kraft being really intrigued by the international aspect. And with the Glazers, we actually talked to them about investing in MLS. They looked at it and said, ‘You know what, let’s go buy Manchester United.’”

As the internet expanded, football became more accessible to American audiences. No longer confined to early-morning bars, fans could follow global matches anytime. Elliot Richardson, executive chair of Howden Re and vice-chair of Onefootball, noted that between 15 and 25 million Americans now watch football weekly, mostly Premier League and Liga MX matches.

Even pre-season events like the Premier League’s “Summer Series” now draw massive crowds in the US. “Soccer went from a niche sport in 1994 to a mainstream American sport by the mid-2020s,” Richardson said. There’s growing evidence that football is now the country’s fourth-biggest sport, surpassing baseball.

On the ownership front, Americans now control 11 Premier League clubs, including the Glazers’ Manchester United and Stan Kroenke’s Arsenal. During an NFL meeting, Premier League owners congratulated Kroenke after Mikel Arteta led Arsenal to their first league title in 22 years — a scenario unimaginable in 1994.

“We’re not at ground zero anymore,” Rothenberg said, quoting former MLS commissioner Don Garber. “We’re the ATM for soccer in the world now. The real question is whether we oversaturate — which is a problem no one thought possible 30 years ago.”

Challenges remain. The US men’s national team underperforms due to the country’s vast geography and uneven coaching standards. Interest among fans often focuses on European competitions, meaning most of the money flows out rather than into domestic football.

Still, the American commercial model continues shaping the global game. As Rothenberg’s legacy shows, it all began with USA ’94 — the tournament that changed football forever. Now, wherever you look, football truly is everywhere.