"Now that we get the World Cup here in the Bay Area, we definitely do see interests of tourists and soccer fans around the world just digging into what other teams are there around that same area." That's Jorge Bejarano, drum-banger-in-chief for Oakland Roots' supporter group Los Roots — and he's not wrong to be excited.
Santa Clara's Levi's Stadium will host six World Cup games in 2026. For a region that has spent years quietly building one of America's most genuine soccer cultures, that's a spotlight arriving at exactly the right moment.
More than a watch party
The Bay Area's soccer ecosystem is layered in a way most American cities can't match. The Roots compete in the USL Championship. San Jose has MLS's Earthquakes and NWSL's Bay FC — the latter drew over 40,000 fans to Oracle Park, breaking the league's single-game attendance record. Then there are the semi-professional outfits like San Francisco City FC, a member-owned club where supporters vote on club decisions and can stand for election to the board.
Oakland Roots aren't sitting back waiting for World Cup tourists to stumble into the Coliseum. They're hosting Australia's national team at their training facilities and partnering with local restaurants on Australian-themed menus. Head coach Ryan Martin sees the six Levi's Stadium fixtures as validation — and a recruitment opportunity for his own stands.
The Roots' rise already tells its own story. Founded less than a decade ago, they filled a vacuum left when Oakland's NFL, MLB and NBA franchises all relocated. Bejarano, a former Oakland Raiders season ticket holder, didn't hesitate. "Having a team here that dedicates their passion and their love for the city — I can only respect something like that."
Affordable football vs. $300 tickets
Not everyone is heading to Levi's Stadium. Shelley and Josh Estelle, three-year members of SF City, watched a recent game with their daughter at Kezar Stadium — historic, community-owned, with a view of Sutro Tower in the background.
"It's very expensive," Shelley said of the World Cup tickets. "We can watch much more affordable soccer right here at Kezar."
That tension — global tournament vs. local community club — is actually the most interesting dynamic heading into 2026. The World Cup will generate noise. Whether it converts into sustained local interest depends on whether clubs like the Roots and SF City can turn curious newcomers into regulars. Aaron Mansfield, who oversees membership at SF City, frames it plainly: "General interest in soccer culture is good because we get to explain what we do differently and why that matters."
Around 36% of Americans say they plan to watch the World Cup, according to Ipsos. Soccer still trails American football in viewership nationally. But the Bay Area isn't waiting for the national numbers to shift — it's been building the foundation regardless. The tournament is just the loudest advertisement it's ever had.
