World Cup excitement fuels soccer fandom, local businesses across Utah
Wed, July 1, 2026 at 4:37 PM
UpdatedWed, July 1, 2026 at 6:23 PM
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As the FIFA World Cup captures the attention of fans around the globe, the excitement is also spreading across Utah, where supporters have gathered to cheer on their favorite teams and boost business at local watch parties. (Photo: Jenna Fink, KUTV)
SALT LAKE CITY (KUTV) —As the FIFA World Cup captures the attention of fans around the globe, the excitement is also spreading across Utah, where supporters have gathered to cheer on their favorite teams and boost business at local watch parties
While many fans headed to large public viewing events, including watch parties at America First Field, others chose to celebrate from home with family and friends
For Damita Tovar, watching the World Cup has become a family tradition with international roots
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“It’s super exciting,” Tovar said. “We had originally planned years ago, when we heard it was going to be here, to attend, but then we had a surprise, so we figured a few-weeks-old baby probably shouldn’t be out at the World Cup. So we’re kind of watching it here, which is pretty fun to have it close to home.”
Tovar’s family has plenty of reasons to stay invested in the tournament
“My husband is Mexican and Ecuadorian, so it was sad to see Ecuador be eliminated yesterday, but we still have Mexico to follow,” she said. “And then my grandparents are from Croatia, so we get to watch Croatia tomorrow as well. We’re rooting for them.”
The tournament is also providing an economic boost for businesses across the Salt Lake Valley
Restaurants, bars, and breweries hosting World Cup watch parties have seen increased crowds as fans gather to watch matches together. Tovar said she’s noticed packed venues near America First Field during many of the games
“We’re seeing beer bars full,” she said. “We live not too far from the stadium, and they have the watch parties there. They get pretty packed and busy.”
With matches taking place throughout the day, businesses are benefiting from customers staying longer to eat, drink, and socialize while cheering on their teams
The World Cup only comes around once every four years, but for many Utah fans, the tournament is creating lasting memories shared with family, friends, and fellow soccer supporters
As for Tovar’s prediction?
“Go Mexico or go Croatia!”
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