The United States is hosting its second men's World Cup, but enthusiasm hasn't matched the 1994 tournament that transformed American soccer culture. While subway trains display national colors and Lionel Messi graces Times Square billboards, many New Yorkers remain focused on the New York Knicks' NBA Finals run rather than international football.

In Los Angeles, where the USMNT plays two group matches, ticket prices starting at $1,120 have priced out families despite promotional banners and murals. A taxi driver recently asked BBC colleagues if the tournament was actually happening, highlighting the disconnect between official promotion and public awareness.

Organizers expect excitement to build as the competition progresses, pointing to 30,000 fans registering for just 5,000 training session tickets. Younger Americans show more interest, with watch parties planned and attempts to engage non-soccer fans through country pride initiatives.

Players like Malik Tillman appearing in fashion magazines represent efforts to reach broader audiences. Whether these tactics succeed depends largely on the US team's performance - their progress through the tournament will determine if American fans embrace the event or remain indifferent.