The level of enthusiasm among Mexicans regarding the hosting of the World Cup has significantly decreased. The percentage of those who feel less enthusiastic doubled from 6% to 13%. In the same vein, Kantar's data shows that perceptions of the World Cup's quality have also moderated. Only 56% expect it to be better than the previous World Cup, down from 75% recorded five months ago. In contrast, 10% of Mexicans believe the 2026 World Cup will be more boring than the 2022 Qatar World Cup. The mood of Mexicans towards the celebration of the international football tournament in the country has dropped several points. In October of last year, 69% of fans were 'very enthusiastic'; today, only 53% maintain the same sentiment. 'This decline is more marked among women and young people, while men and the 30-44 age group remain the most committed to the event'. In contrast, only 31% of Mexicans are worried about Mexico's elimination, reflecting how the social and economic context has displaced athletic performance as the central factor in the experience of this major sporting event. Fewer Mexicans will go to stadiums Another key finding from the report is that fewer and fewer Mexicans consider attending stadiums to enjoy football matches. Only 42% plan to watch a live match, down from 61% in the first edition. 'The high cost (74%) and difficulty in buying tickets (46%) remain the main barriers, while the low availability at stadiums (8%) has gained more relevance compared to migration restrictions (5%)'. Therefore, most will choose to enjoy the World Cup from home: 83% of Mexicans plan to watch the matches from home. 83% plan to eat snacks during the matches, 66% will drink beer, 65% will consume fast food, and 22% will buy official team merchandise. 'Even so, the consumption associated with the World Cup has become a cultural phenomenon; by February 2026, 1.3 million official jerseys of the national team have been sold, placing Mexico in the top 10 worldwide in jersey sales. 'Although the Mexican national team has not been a champion, its fan base remains consistently among the most consumerist in world football, and the green jersey is consolidated as a symbol of pride'. World Cup tickets are very expensive According to official prices, World Cup 2026 tickets are up to five times more expensive than the previous tournament in Qatar 2022. Most expensive tickets for the finals: $1,600 in 2022 / $6,000 in 2026. Cheapest tickets: $11 in 2022 / $60 in 2026. Through the study 'Between Goals, Brands, and Fans: The Countdown', the firm evidenced that the percentage of Mexicans who say they are very excited has dropped sharply, while brands have slowed or delayed their World Cup-related campaigns. This, it pointed out, is due to geopolitical problems such as the war in the Middle East and insecurity problems from the narcoblockades exposed after the fall of 'El Mencho', the historic leader of the Jalisco New Generation Cartel, which directly affected Guadalajara, one of the host cities. In short, amidst all these elements, the level of enthusiasm among Mexicans for the 2026 World Cup—starting on June 11—has begun to deflate; to the point that millions of fans don't even know the name of Mexico's mascot (Jaguar Zayu) or the names of the players on the national team. '76% of Mexicans will watch Mexico's games, while only 18% will follow the World Cup regardless of which teams are playing'. Kantar: Enthusiasm is fading The Kantar study was conclusive. The emotion is not the same. The 2026 World Cup is approaching, but something has changed: the enthusiasm among Mexicans is falling and fear, uncertainty, and money are weighing more heavily, revealed the global data analysis and marketing firm Kantar. The data doesn't lie. 'This change shows that the initial expectations have cooled, and that fans are approaching the event with greater caution,' it was emphasized. Fears of the 2026 World Cup Kantar reported that in the first phase of this study, conducted last October, the elimination of the national team was the biggest concern among fans; 'today, that fear has been relegated'. Today, 78 days before the inauguration of the FIFA World Cup, 'national insecurity has positioned itself as the biggest concern with a rate of 63%, showing an increase of 20 points from the previous measurement. In second place in the ranking of fears is the rise in prices with 38%, followed by the country's political situation with 33%'.
