Since taking office, New York City Mayor Zohran Mamdani has openly expressed his enthusiasm for soccer. Shortly after moving into City Hall, the former New York state assembly member organized a watch party for the Africa Cup of Nations final, infused his speeches with nods to soccer legends, and became a regular at a Brooklyn pub to cheer on Arsenal during their Premier League campaign.
The World Cup represents a significant platform for Mamdani, who, over the past month, has distinguished himself among various city leaders in U.S. host cities. These officials are utilizing the tournament and soccer as tools to engage with their constituents, promote political initiatives, or reshape their city’s public image.
While mayors have long sought to leverage sporting events for civic engagement, the predominance of American football, basketball, and baseball in the U.S. makes their use of soccer a relatively innovative approach.
“Football holds a rare power,” Mamdani remarked during one of his Morning Pitch live streams, which provide traffic and weather updates to New Yorkers on World Cup match days, alongside discussions about the sport. The streams have proven popular, culminating in a special episode for the World Cup final featuring renowned presenter and former England striker Gary Lineker as a guest host.
Mamdani’s ease with soccer commentary contrasts with many mayors experiencing their first World Cup on domestic soil this year.
In San Jose, Mayor Matt Mahan, whose soccer journey ended in childhood, remains connected to the sport through coaching and watching his daughter play in a local league. He views the World Cup games being held in nearby Santa Clara as a pivotal chance to enhance perceptions of his city.
“One of the things that we were able to communicate and show off about our city is that San Jose is fun, that it’s cool and that it’s a destination,” Mahan expressed. “That may not sound like a big deal to somebody in, say, New York, but in our region, San Jose is kind of a workhorse city. We’re a bedroom community where a lot of the Silicon Valley workforce lives, but we’re not seen as a, generally seen as a cultural destination, the way that San Francisco is.”
Mahan noted that local organizers aimed to convey this message by hosting watch parties in downtown’s San Pedro Square, estimating that around 350,000 people would attend throughout the tournament, but with actual attendance now exceeding 900,000 ahead of the final match.
The Bay Area, particularly San Jose, has a history of hosting significant events, having recently welcomed the Super Bowl at Levi’s Stadium. However, Mahan emphasized that the World Cup’s extended format and its global appeal create unique opportunities for community outreach.
“You have a lot of time and so many matches that there are a lot of bites at the apple,” he noted. “The Super Bowl is one game … there’s nothing like the World Cup where virtually every community can be activated.
“The Super Bowl is one game … there’s nothing like the World Cup where virtually every community can be activated. “I mean, I’ve been out to San Pedro every, every day or two throughout the tournament, done a lot of selfie videos, and walking around talking to people, and just trying to actually document what we’re doing and celebrate our cultural diversity and our cultural vibrancy, and the small businesses.”
This strategy has been mirrored across the country. In Los Angeles, Mayor Karen Bass has announced multiple watch party locations throughout the city. Meanwhile, in Philadelphia, the World Cup coincided with Fourth of July and America 250 celebrations, where Mayor Cherelle Parker personally called performers on Independence Day to resume a concert that had been interrupted by thunderstorms.
Kansas City Mayor Quinton Lucas adopted a slightly different approach: promoting the city to a broader audience. In an interview, he characterized the World Cup hosting efforts as a branding opportunity for Kansas City while also advocating for the city’s ongoing streetcar project—a rare public transportation success in a region where car travel predominates and traffic challenges arose on game days.
For Mamdani, the city he represents hardly requires marketing. Instead, he has utilized his daily livestreams to promote his political beliefs, which are deeply connected to his lifelong passion for soccer, nurtured during his upbringing in Uganda.
These initiatives have attracted followers well beyond New York City. During his stream discussing the Brazil versus Morocco match (his predicted World Cup winner) on June 13, Mamdani took the opportunity to educate viewers about Sócrates, the politically engaged Brazilian midfielder. The moment gained significant traction in Brazil, even being shared by Corinthians, Sócrates’ former team in São Paulo.
“the power to give billions worldwide a glimpse into another world –one beyond jobs that don’t pay enough, bills that pile up and leaders who never meet their promises. The power to deliver joy to the people.” Mamdani expressed on a recent stream. “The power to deliver joy to the people.”
This blend of civic engagement and soccer enthusiasm showcases how U.S. mayors are redefining community outreach through the global sport.
