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How the world’s biggest football tournament inspires millions to get moving
Every four years, billions of people tune in to watch the FIFA World Cup. Workplaces buzz with match discussions, fans gather around screens, and sporting moments dominate headlines.
But the tournament’s impact extends beyond the pitch. Research has shown that major sporting events can inspire people to become more active themselves, a phenomenon often referred to as the “World Cup Effect.” Here’s how the world’s biggest football tournament creates a ripple effect that encourages movement and participation.
Inspiration through participation
A study from the Institute for Sport Sciences in Waseda University, following the 2002 FIFA World Cup in Japan and South Korea, found that people who were more engaged with the tournament were more likely to participate in football afterwards. The findings suggest that seeing athletes perform on the world’s biggest stage can inspire people to get involved themselves, turning spectators into participants.
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Representation creates opportunity
The 2023 FIFA Women’s World Cup demonstrated the impact of visibility and representation. A study from New Zealand Football found girls’ and women’s participation in the sport in New Zealand increased by 35% compared to the previous year, with more than 180,000 players registered to play in 2025. When people see athletes, they relate to succeeding at the highest level and are often encouraged to believe that sport is for them too.
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Motivation from anticipation
According to participation data reported by the Sports & Fitness Industry Association (SFIA), outdoor soccer participation in the United States increased by 15.8% year-on-year to reach 16.8 million participants as the country prepares to co-host the 2026 FIFA World Cup. When a nation hosts a global event like the World Cup, football becomes part of everyday conversations, communities rally around the sport, and opportunities to play become more visible.
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Key takeaway
The FIFA World Cup isn’t just a celebration of football, it’s a powerful reminder of how sport can inspire movement, connection and healthier habits. Whether it’s joining a local team, trying a new activity or simply getting active, small steps can create lasting change.
Your wellbeing, your way
The World Cup is just getting started, and the excitement is building both on and off the pitch. If the tournament has you feeling inspired to move more, now is the perfect time to act on it. With WHEREFIT, you can tap into thousands of fitness, sport and wellbeing offers designed to help you turn that energy into action.