Zohran Mamdani, the mayor of New York City, has used the World Cup as a platform to connect with constituents, hosting watch parties and daily livestreams that blend traffic updates with soccer commentary. His approach is part of a broader trend among US mayors in host cities who are leveraging the tournament to advance political goals and reshape perceptions of their cities.
Mamdani's Soccer Diplomacy
From his first days in office, Mamdani has made his love of soccer clear. He hosted a watch party for the Africa Cup of Nations final, referenced soccer stars in speeches, and frequented a Brooklyn pub to watch Arsenal. The World Cup, however, has taken his engagement to a new level. His daily livestreams, titled "Morning Pitch," have become a hit, culminating in a final edition on Sunday for the World Cup final in East Rutherford, New Jersey, with special guest host Gary Lineker.
"Football holds a rare power," Mamdani said in one stream, using the platform to discuss not just soccer but also his political philosophy. For a stream on Brazil vs. Morocco, he educated viewers about Brazilian midfielder Sócrates, known for his political activism. The moment went viral in Brazil and was reposted by Sócrates' former club, Corinthians.
San Jose's Perception Shift
San Jose Mayor Matt Mahan sees the World Cup as a chance to change his city's image. "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 cultural destination, the way that San Francisco is," Mahan said. Watch parties in downtown's San Pedro Square drew over 900,000 attendees, far exceeding the initial estimate of 350,000.
Mahan noted the tournament's extended nature offers repeated opportunities for engagement. "You have a lot of time and so many matches that there are a lot of bites at the apple," he said. "The Super Bowl is one game ... there’s nothing like the World Cup where virtually every community can be activated."
Nationwide Engagement
Similar efforts are underway across the country. Los Angeles Mayor Karen Bass announced multiple watch party locations. In Philadelphia, the World Cup coincided with the Fourth of July and America 250 festivities; Mayor Cherelle Parker personally called performers to continue a concert after thunderstorms. In Kansas City, Mayor Quinton Lucas used the tournament to brand the city and advocate for a streetcar project, a rare public transit win in a car-dominated city.
Mamdani's approach, however, is unique in its political depth. He uses the sport to connect with a global audience, stating that soccer has "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."
