The FIFA World Cup 2026 opened last week. The United States had, on paper, the greatest soft power opportunity in World Cup history: a 250th independence anniversary, three host nations, 48 competing teams, and the eyes of the world. Instead, hotel bookings in host cities are running 70 to 80 percent below expectations, a FIFA-certified Somali referee was turned away at the border, the Iraqi team had a striker detained for seven hours and their photographer denied entry, and the Iranian squad is permitted to enter only on match day and must leave the same day.

We examine why the American capitalist model is structurally incapable of understanding what a World Cup is actually for. Dynamic pricing that pushed tickets to seven hundred euros and beyond, hotels charging a thousand euros a night, and an immigration policy that has made millions of people genuinely afraid to travel to the United States. Qatar, for all its problems, understood the point: soft power is not about short-term profit, it is about who the world associates you with in twenty years. The United States is using the world's attention to remind everyone why they do not want to come.

The only country emerging from all of this with its reputation enhanced is Mexico, whose welcome of the Iranian and Iraqi delegations has generated more genuine goodwill than any marketing campaign could buy.

This podcast is an individual project between us, Dario Hasenstab and Balder Hageraats. We are supported by our producer Stefani Obradovic from Western Bubble Insights & Strategy. If you would like to get in touch with us, write us an email at [email protected].