AANHPI audiences carry deep sports loyalties that reflect their global roots and represent opportunities for U.S. advertisers ahead of the FIFA World Cup 2026™.
Soccer is the dominant sport across most of Asia. Nielsen Fan Insights shows that soccer ranks #1 in Indonesia, Thailand, South Korea, and Singapore, and is a top-two sport in India and Japan.1 In the U.S., 33% of Asian Americans express interest in soccer, ahead of the 28% U.S. average. For Native Hawaiians and Pacific Islanders in the U.S., soccer interest jumps to 37%.2
With the FIFA World Cup™ hosted across 11 U.S. cities this summer, that existing passion meets a once-in-a-generation moment on American turf. For brands planning around the tournament, the Asian audience represents a highly engaged fan segment with strong cultural ties to the global game. In fact, 23% of Asian Americans say the FIFA World Cup™ was part of growing up in their culture compared to 17% of the total U.S. population.3
Today, that cultural passion manifests in major soccer milestones, such as South Korean megagroup BTS co-headlining the first-ever FIFA World Cup™ Final halftime show and Filipina-American pop star Olivia Rodrigo’s limited-edition FC Barcelona jersey.
How can advertisers win with AANHPI fans during the tournament and beyond?
- Plan against the cultural calendar early. Sustained success with this audience requires proactive investment aligned with pivotal cultural moments. Use the 2026 FIFA World Cup™ as a starting point, and extend engagement through the MLB postseason and the return of American football—the sport that dominates 66 of the top 100 programs AANHPI viewers tuned in for in 2025.4 Across these major sports moments are holidays and heritage months like Diwali, Filipino American Heritage Month or Lunar New Year that highlight cultural connections around the world.
- Sports deliver live tune in, but digital dominates every day. 45% of AANHPI adults identify as Cord-Nevers, the highest rate of any racial or ethnic group in the U.S.5
Develop a precise media strategy that accounts for their streaming-first behavior, their high attention to culturally connected creative, and their overindexed engagement in premium postseason sports inventory.
AANHPI audiences are seeking connection in the media they consume, and the brands that connect authentically are earning their attention and their business. An inclusive approach to cross-media measurement is essential to think beyond the generic ad buy and show up where AANHPI audiences are leaning in.
Want to dive deeper?
Maximize your tournament strategy: Visit Nielsen’s FIFA World Cup™ Media Intelligence Hub to unlock data-driven insights, viewership trends, and key activation strategies ahead of this summer’s historic tournament.
Explore the AANHPI Diverse Intelligence Series: Download The Fandom Effect, the sports-focused chapter of our latest series, for more insights on AANHPI audience engagement with sports.
Short on time? Catch the Top Ten AANHPI audience highlights.
Notes
1 Source: Nielsen Fan Insights, India, Japan, Feb 2026, Indonesia, South Korea, Nov 2025, Singapore, Thailand, May 2025
2 Source: Nielsen Fan Insights, USA, April 2025 – March 2026
3 Source: Nielsen Fan Insights, USA, Feb 2025 – Jan 2026
4 Source: Nielsen National Panel, L+7, Non-Hispanic Asian, P2+, 2025
5 Source: Nielsen Scarborough USA+, 2025 R2
