For Bay Area Latinos, World Cup Is a Celebration of Pride and Identity

Latino fans have long been the backbone of soccer culture in the United States, and many are expected to help fuel interest in the 2026 World Cup as the tournament unfolds across North America.

Despite concerns about high ticket prices, immigration policies and the politics surrounding the event, fans across the Bay Area say the World Cup remains a powerful expression of cultural pride, family heritage and connection to countries they or their relatives still call home.

Rodriguez agrees that there is plenty to criticize about the World Cup, from high ticket prices and administrative corruption to a lackluster lineup of matches slated for the Bay Area. Still, he said, there is nothing like the World Cup, especially for fans from Latin America, where soccer reigns supreme and love of national teams is paramount.

“It’s very rare that the majority of the world comes together in a way where everyone can compete, but also have cultural exchanges,” Rodriguez said before departing for Mexico. “For the people who want to focus on that, they’re going to have an amazing time. And even if you don’t have a lot of money to spend, there’s so many great ways to partake.”

While Rodriguez attended the opening match in Mexico City, a few hundred people gathered Thursday at the Spark Social SF Food Truck Park in San Francisco’s Mission Bay to watch Mexico’s 2-0 win over South Africa.

As soccer slowly gains traction among U.S. sports fans, Latine fans are driving much of the growth, thanks in part to the legacy of soccer fandom from Latin America.

“I love the World Cup. I think it’s so beautiful. I get really emotional during it,” said Cynthia Villamizar of San Francisco, who came to the food truck park with her husband and 7-week-old son.

“My dad is from Colombia. My mom’s from Ecuador, so both teams are represented. And my husband’s from India, who I don’t think is represented,” she continued. “But either way, the World Cup represents a beautiful, multicultural, global moment. And our baby is one of those global moments. So it’s a whole family thing.”

Latine fans make up much of the growth of soccer in the United States. A 2022 report from NBCUniversal Telemundo Enterprises found that among U.S. Latinos ages 16 and older, 73% say they are soccer fans and 22% described themselves as “superfans” — more than triple the share of non-Hispanics who ascribe to that term.

“We definitely see the World Cup as a big opportunity,” said Javier Garcia, senior vice president of multicultural growth for cable and internet provider Comcast. “For multicultural consumers, it is very clear that it’s a huge opportunity. We see soccer as a sport that continues to grow in the United States. We know that is the future and that’s why we’re putting all the investment and efforts behind it.”

A sea of fans in green Mexico jerseys packed picnic tables in the lawn area at Spark SF under a bright midday sun. They sipped beers, noshed on plates from food trucks while keeping their eyes fixed on a giant TV broadcasting the match.

“The World Cup is such a moment for our cultures to shine on a global stage, for people to just celebrate where they’re from, whether they were born there or not,” Villamizar said. “Especially for American-born Latinos, it’s a way to represent for a country that their family celebrates.”

Luis Pablo Michel, a 27-year-old from San José, said U.S. hostility toward immigrants and foreign visitors – including World Cup players – along with high ticket prices, is putting a damper on this year’s celebration.

“I’m not paying $200 to watch only from the top,” he said. “It’s like the first time you get excited about the World Cup, and it’s like you’re outmatched, you’re outpriced, and it’s kind of a sad thing.”

Still, he was excited to watch the opener with his girlfriend.

“I love soccer. I love Mexico,” he said. “What are you going to do, you know? It’s the World Cup. You’re going to watch it.”

Nataly and Aimee Rendon, two sisters from San Pablo, also came out to watch Mexico play.

“I’m feeling excited, mostly excited,” said Nataly Rendon, 30. “I’m excited for everyone, all the cultures to visit different countries and just get to know other places of the world.”

At the same time, Aimee Rendon, 29, said it’s important to recognize other issues surrounding the festivities, like families of missing people protesting at games in Mexico or the Iranian National Team being barred from preparing in the United States.

As Mexican-Americans, they were also excited to cheer for their parents’ home country.

Rooting for Mexico “feels natural,” Nataly Rendon said. “I feel like it’s más orgullo mexicano, definitely, 100%.”

Ana Guzman, 37, took the day off and drove from her home in Stockton with her daughter to San Francisco for “the vibe.”

“The World Cup really brings out something in us — our pride, our heritage, our culture,” Guzman, who is Mexican-American, said. “Every four years you will catch me watching the World Cup.”