The FIFA World Cup kicks off today with soccer matches set to be played across the United States, Mexico and Canada.

Why it matters: The monthlong tournament is the crowning moment of the world's most popular sport — and one of the world's largest parties.

"The idea that Americans don't care about soccer is just insane," said Wes Burdine, who owns the Black Hart of Saint Paul, which is equal parts soccer bar and LGBTQ+ hangout.

• Burdine is one of dozens of local restaurateurs hoping to cash in as passionate supporters and casual viewers seek somewhere to watch the games.
• It's not only for his bar's financial benefit, the fútbol-loving Burdine tells Axios: "Watching the World Cup needs to be done with people."

The big picture: More Americans are tuning in to soccer, and hopes are rising that this summer will spark the same kind of breakthrough the World Cup did when it was last played on American soil in 1994, reports Axios' Ashley Mahoney.

• 37% of people anticipate their interest in soccer will increase over the next 18 months, according to Nielsen data.

Zoom in: Burdine has been preparing to meet this moment for a year, securing a temporary giant screen for the patio at the Midway bar and assembling prizes for a giveaway program designed to keep patrons coming back.

• Black Hart will sell a $15 "passport" that unlocks discounts on drinks and cover charges during the tournament. Every match attended earns passport-holders a stamp — and each stamp is an entry into a prize drawing.

Between the lines: The World Cup arrives after a rough winter for many Twin Cities restaurants and bars that saw business slump during Operation Metro Surge.

• Taxable sales at many food and beverage establishments fell in some communities, according to state data shared with Axios: In February, year-over-year bar and restaurant sales were down 4.9% in St. Paul.
• A city-commissioned analysis released yesterday found Minneapolis restaurants lost $82 million in revenue during the surge.

Case in point: Black Hart's revenue was down 20% over the winter, says Burdine.

The bottom line: The World Cup won't "make or break" Black Hart's year, Burdine says — he's still hopeful the bar will turn a profit — but the tournament is a chance to "reset" and "pay some more bills."

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🏙️ Downtown Minneapolis' Nicollet Mall will host Minnesota United FC's free watch party throughout the group stage, with match broadcasts on the big screen, food trucks, live DJs and Loons-themed giveaways.

🇬🇧 Pro tip: Nearby, noted soccer-supporter havens The Local and Brit's Pub — with its famed rooftop lawn — will also be showing matches.

🇲🇽 Malcolm Yards is throwing a kickoff watch party for today's opening match between South Africa and tournament co-host Mexico.

⛱️ Play on Payne is repurposing a Payne-Phalen parking lot into a festival site that will show games Fridays through Sundays.

🛝 East Lake Street's El Nuevo Campo park will host a watch party with arts performances, a film screening and a beer garden. June 23-27

🇸🇪 The American Swedish Institute is cheering on Sweden with two free watch parties. June 20 and 25.

🇺🇸 Utepils taproom will be taken over by a World Cup Street Fair on Independence Day, which promises international food, live music and a kids soccer tournament.

• Utepils will also show every match it can during business hours.

🔥 Plus: Some reliable watch spots all tournament long: The Black Hart, Kieran's Irish Pub, Merlin's Rest Pub, North Loop Green, Ninth Street Soccer & Coffee.

• And then there's La Doña Cervecería, which is offering a $5 match-day beer special.

Invite a fellow fan

It's not just Minnesota bars banking on a World Cup boost.

The big picture: The U.S. hospitality industry hopes the World Cup will offset last year's decline in foreign tourism.

Yes, but: About 65%–70% of hotel owners in host cities say visa barriers and geopolitical concerns are "significantly suppressing international demand," according to a recent survey by the American Hotel & Lodging Association.

• About 80% said hotel bookings were tracking below initial forecasts.

Friction points

For one glorious month, fans around the world stop to watch the same thing.

• Add in Lionel Messi's likely last dance and a tournament playing out in your backyard, and even the most casual followers have reason to tune in.

By the numbers: The World Cup runs through July 19 across 16 host cities. Forty-eight teams will play 104 matches over 39 days.

🇪🇸 🇫🇷 🇬🇧The favorites: Spain, France and England headline the sportsbooks, with Brazil and reigning champ Argentina right behind.

• 🇳🇴 Norway is the buzzy dark horse, back on the World Cup stage after a 28-year absence.

State of play: The U.S. Men's National Team (USMNT) drew Group D with Paraguay, Australia and Turkey.

• BetMGM gives the U.S. roughly a 2.4% chance of winning the trophy.

The #LocalAngle: While no current Minnesotans made the USMNT, several Loons are playing for other countries.

The prize pool

The number of Americans playing soccer has spiked since the World Cup was last played on U.S. soil in 1994.

By the numbers: 16.7 million people in the U.S. ages 6 and up played outdoors in 2025, according to the Sports & Fitness Industry Association data.

How it's changed: About 7.5% of high school athletes played soccer in the 1993-1994 season, according to data from the National Federation of State High School Associations.

• By the 2024-2025 season, the share had jumped to 10.6%.

Games will be broadcast in English on FOX, FS1, and the FOX One app.

• Telemundo will air Spanish-language broadcasts in the U.S., with matches on Universo, Peacock and the Telemundo app.

What's next: The action gets underway today, with Mexico facing off against South Africa at 2pm.

• The U.S. men's national team faces Paraguay tomorrow.