Big Lalas Energy to ulcerative colitis meds: Fox is this World Cup’s very soul in the US

The US version of the tournament’s opening ceremony helpfully focused on one of its main themes: aspirational consumerism

The 2026 World Cup: a festival of football; a moment to revel in upsets, spectacular goals, stars made, and reputations ruined; a test of Didier Deschamps’s unshakable addiction to Adrien Rabiot. But also: a celebration of America; a chance for Fox Sports to prove the haters wrong; a social experiment to see how long Thierry Henry can last on set with Alexi Lalas before resorting to physical violence. “This is going to be filled with American fans,” Lalas shrieked as Los Angeles Stadium began to swell with spectators before the US’s opening match against Paraguay. “This is going to be bursting at the seams with America!”

But where was the pomp, the bombast, the Americana? The US opening ceremony – the third and final installment in the trio of launch parties for this supertanker of a World Cup – didn’t quite live up to the Lalasian hype. This was a ceremony with all the charm of Rob Stone in his pocket square fake-smiling as he says the immortal words, “Brazil v Morocco, live tomorrow from New York New Jersey, brought to you by Verizon”: a ceremony that felt oddly flat, but was trying all the same. It was almost as if Fifa had absorbed all the pre-tournament criticism and decided: “You know what? We just can’t be bothered.” But Friday’s launch did still offer a sense for how this tournament will play out as a cultural spectacle. The early verdict: this is a World Cup built above all to accommodate the insatiable needs of American TV. Fox Sports is not simply the host broadcaster for this World Cup; it is the tournament’s very soul. If that’s the type of sentence that gives you hives, the next five weeks will best be watched on mute (or Telemundo).

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