Is this a breakthrough moment for soccer in the US?
In many countries, football is not just a national sport but an obsession nurtured over decades. That can't be said about World Cup co-hosts USA
In many countries, football is not just a national sport but an obsession nurtured over decades. That can't be said about World Cup co-hosts USA where American sports have a longer history and dominate the media coverage, the sponsorship deals and the national conversation. Soccer, as it's known in the US, has made big strides in the country since it last hosted the men's tournament in 1994. But it's still some way behind women's football, which is a global powerhouse and higher up the US sporting pecking order.
As the men's team prepare to face Belgium on Monday evening for a place in the last eight, could they capitalise on this rare national spotlight to elevate the game to new heights of popularity - and muscle in on baseball, American football, basketball and ice hockey? Americans are flocking to World Cup matches in every corner of the country, and celebrities and ardent football fans have been donning stars and stripes for the US Men's Team (USMNT). Pop-up shops are teeming with football merchandise and viewing parties are spread across parks, shopping centres and even museums.
The sight of USA fans in colourful jerseys is commonplace throughout the host cities, and just about every restaurant with a TV has patrons transfixed on the latest drama. Die-hard fans, many clad in American flags and US squad regalia, told the BBC they were convinced that whether the team won or lost, this World Cup could be a tipping point for the country. While standing in queue for a burrito just before the USA v Turkey match in downtown LA, documentary filmmaker Erik Olsen, who has watched many World Cups, said this tournament had been a unifying experience.
"To have all these different people come together to cheer on the US team, and maybe even their own team - if you're from Mexico or Argentina or someplace else - we need that kind of global spirit right now," he said.
The BriefWire