The 2026 World Cup has concluded, but the relentless march of soccer continues unabated. On Friday, the Scottish Premiership kicks off its 2026-27 season, followed by the Dutch Eredivisie and England's Carabao Cup the next week. European club competitions began qualifying rounds as early as 7 July, while Liga MX is two rounds into its Apertura season and Major League Soccer resumed on 16 July. All this, just a week after the World Cup final.
The Never-Ending Season
Soccer's relentless nature is most apparent after its flagship event. There is no off-season; one season bleeds into the next through postseasons, preseasons, and the transfer market. The sport has become a permanent condition, with supply seemingly exceeding demand. Leander Schaerlaeckens, writing for Guardian US, notes that "the supply of pro soccer seems to so enormously exceed demand that the market for our attention spans is forever flooded."
The World Cup derives its power from being a rare global monoculture, something the entire planet watches together. Its absence for 47 months out of 48 builds anticipation. However, soccer's executive class pushes for more: this World Cup expanded by 50% to 48 teams, and FIFA has proposed a biennial 64-team tournament. The lesson from American sports, where the NFL thrives on scarcity, seems lost.
Fans Feel the Overload
Anecdotal evidence suggests fans are feeling overwhelmed. On Saturday, Liverpool and Sunderland failed to fill an MLS stadium in Nashville for a preseason friendly, while Wrexham and Leeds United drew a sparse crowd in Tampa. Schaerlaeckens observes that "outside the World Cup, pro soccer can feel like the Facebook feed you stopped paying attention to years ago."
Historically, soccer was less accessible across borders. Growing up in Belgium, Schaerlaeckens had limited access to foreign leagues via highlights shows. Now, from New York, he can access games from anywhere in the world. This abundance, while not worse, makes the sport feel muddled and overwhelming. "It can make the sport feel utterly overwhelming, like a lone man standing before a tsunami of content," he writes.
No Time to Reflect
Another season has already started as fans still process the World Cup. Thoughts on what the tournament meant and how it shifted paradigms are incomplete. Schaerlaeckens concludes, "We need a break. Yet there is always more soccer." The article is an extract from Soccer with Jonathan Wilson, a weekly Guardian US column.
