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New York City opened its arms to the World Cup this summer, proving once again that it knows how to celebrate and entertain fans in one of the most vibrant cities on the planet.

If the summer of 2024 was dubbed 'Brat Summer' thanks to Charlie XCX’s album, then by 2026, the mood had shifted to 'New York or Nowhere'. From sports to music, everything seemed to be happening in the Big Apple.

The city witnessed The Knicks end a 53-year wait by winning their first NBA title since 1973, celebrated the 250th anniversary of American Independence on July 4th, saw Taylor Swift and Travis Kelce exchange vows at Madison Square Garden, Jay-Z perform a residency at Yankee Stadium, and, of course, hosted some of the most thrilling moments of the World Cup.

During my six weeks based in New York for the World Cup, friends back home kept asking, “Do Americans really understand the World Cup? Are they embracing it?” The answer could not have been clearer: absolutely yes.

New York has always been a city obsessed with sport. While the World Cup began during the NBA Finals — with The Knicks chasing their first title since 1973 — football fever still found its way into every corner of the city. Despite the buzz around basketball, the World Cup made its mark.

The city’s sporting community had long been deprived of major glory. The Yankees last tasted World Series victory in 2009, the Mets hadn’t triumphed since 1986, the Giants last won the Super Bowl in 2011, and the Rangers hadn’t lifted the Stanley Cup since 1994 — coincidentally the same year the USA previously hosted the World Cup.

The most recent major title before this summer was New York City FC’s MLS Cup win in 2021. So, when The Knicks went into Game 5 with a 3–1 lead, just a win away from history, it was easy to understand why the city was fixated on basketball.

When victory finally arrived, the celebrations were unprecedented. Cars, buses, and even lamp posts weren’t spared as fans erupted in joy. The NYPD shut down streets around Madison Square Garden fearing overcrowding and even deployed mounted police to control the crowds. Days later, two million people flooded downtown Manhattan for the parade. For that week, the World Cup temporarily took a back seat.

But soon, that energy transferred directly into football. Every bar, barber shop, and bodega had matches playing on TV. There were five official fan parks — one in each borough — all packed to capacity. Giant screens across the city broadcast every match live.

New York’s diversity made it a perfect World Cup hub. Queens, famously known as the 'World’s Borough', became a global football village. I watched Colombia play in a Colombian bar in Jackson Heights, Ecuador in Little Ecuador in Corona, and Argentina at Boca Juniors Steakhouse in Elmhurst — each an unforgettable experience with fans who lived and breathed the game.

At Boca Juniors Steakhouse, an enormous Argentina flag draped the building. Inside, the atmosphere was electric when Lionel Messi scored twice against Austria to break the World Cup goalscoring record. The celebrations that followed were beyond anything I had ever witnessed in a football setting.

Times Square, the city’s vibrant core, transformed into a visual feast of World Cup promotions. Messi advertised Michelob Ultra lager, Christian Pulisic fronted a deodorant campaign, while Argentina’s squad appeared in ads for prediction platform Kalshi. One evening, a barge floated down the East River carrying a 50-foot cutout of Lamine Yamal to launch the latest Adidas boots.

Shops across the city were stocked with football jerseys — both genuine and counterfeit — representing all 48 nations. In just ten minutes of walking, you could spot shirts from every team in the tournament.

Times Square became the symbolic home of travelling fans. Whenever a country played at MetLife Stadium in nearby New Jersey, their supporters flooded the area singing and dancing. During the group stage, Brazil, Ecuador, France, Norway, and Panama fans all turned up in huge numbers — the Norwegians even performed their famous Viking Row.

American supporters were equally impassioned. I joined them to watch the USA’s round of 32 clash with Bosnia at a new Brooklyn venue named Socceria, where New York mayor Zohran Mamdani also made an appearance. Mamdani earned praise during the tournament for arranging affordable ticket options for local residents.

When big VAR decisions occurred, entire bars fell silent, waiting for verdicts. It was clear that America had become a nation captivated by football. When the USMNT eventually fell to Belgium, the mood dipped, but fans quickly rallied to enjoy the rest of the tournament.

Even the so-called 'game of shame' — the third-place playoff between France and England — turned into a spectacle. England’s 6–4 win was one of the most entertaining matches of the tournament, with venues like Houston Hall packed with fans on a Saturday night.

New York’s landmarks fully embraced the World Cup spirit. Classic Football Shirts hosted an exhibition inside the Empire State Building. The Atlas statue at Rockefeller Center swapped its globe for a giant Adidas football to promote the official match ball of the final. A massive Lego model of the World Cup trophy stood where the Rockefeller Christmas tree usually does. I watched Spain beat Belgium from the Top of the Rock and Netherlands take on Japan beneath the Brooklyn Bridge, while thousands gathered in Central Park to see Spain defeat Argentina in the final.

Storefronts were decorated with football memorabilia, and before the final, drones illuminated Manhattan’s skyline with images of the World Cup trophy. The city gave itself entirely to the tournament — and the world responded by coming to play in New York.

Of course, the World Cup wasn’t without flaws — from unnecessary hydration breaks and dynamic ticket pricing to political interference and a half-time show during the final — but when it came to fan engagement, there truly was no better place than America, and especially New York.

So don’t believe those who claim America didn’t understand the World Cup. After six unforgettable weeks there, I can confirm that they not only got it — they lived it. And there’s nowhere else I would have rather experienced it than New York City.