First Touch '26
April 8, 2026 — Newsletter #31
First Touch is excited to launch the First Touch Writer Series, beginning with Musa Okwonga, co-founder of the Stadio podcast, and one of the game’s most distinctive voices. His essay this week reflects on 1994, 2026, and what the World Cup still means.
“The Future Arrived. It’s Still the World Cup.”
By Musa Okwonga
In 1994, the last time the World Cup was in North America, soccer’s thrilling future was stretching out ahead of us: thirty years later, the future is here and the World Cup is back there, and two things are reassuringly similar. First, just as they were in 1994, Brazil are again on a 24-year odyssey to reclaim the trophy, last having won it in 2002 with a glorious generation of attackers. Secondly, the sheer scale of the tournament, spanning three vast nations, means that the travel logistics are effectively an extra opponent for everyone taking part. (Spare a moment for Algeria, who will have to cover about 5000 kilometres during their group games against Argentina, Austria and Jordan.)
In most other senses, though, the World Cup is radically different. In 1994, when the USA was the sole host, the overwhelming majority of its citizens were not aware that it was taking place there. That summer, as a wildly excited teenager, I flew into the hostile humidity of Texas to watch two matches in Dallas with my uncle. But, when I landed there, I discovered that the sporting discourse wasn’t concerned with whether Roberto Baggio would fulfil his destiny as Italy’s chosen one. Instead, all the talk was of whether the Houston Rockets could claim their first NBA championship, and of the wonder of Mark Messier, the veteran who had led his New York Rangers to Stanley Cup glory. Now, thanks to the successive arrivals of David Beckham, social media and Leo Messi, soccer stands at the heart of the sporting calendar. When I recently walked into a clothing store in New York, one of the attendants engaged me in a detailed conversation about the merits of Bayern Munich’s forward line, a men’s team that she had long followed from afar. Thirty years ago, a spontaneous chat about European soccer like that would have been unthinkable: now, it’s becoming more and more normal.
But not all publicity is good publicity. The World Cup’s prestige and prominence is such that it has long attracted malign political actors, who have sought to present themselves as open to the world whilst hiding their brutal oppression of some of their fellow citizens and residents. In 2018, that was Russia: in 2022, that was Qatar. What the USA is doing in 2026 is arguably even worse, since, unlike Russia and Qatar, the USA is being openly aggressive towards the participants in its own tournament, and even towards its co-hosts Canada and Mexico.
Yet that is the World Cup at its worst. At its best, the World Cup is part adventure, part global holiday; where supporters can follow their teams on the road or from afar, and find temporary respite from whatever’s going on socially or politically. This time, given the various crises and conflicts across the planet, and within the USA itself - that respite feels more elusive than ever. At the same time, the abundant joy is still there. In Texas, my uncle and I witnessed the true fellowship of fandom, one that many more will surely discover anew this summer: when my uncle and I went around Dallas following Brazil’s 3-2 defeat of The Netherlands, and saw Brazilians congratulating the supporters of other countries who had also gone through to the next round. That, above anything, is what makes the World Cup unique, and I hope to see much more of the same in June and July.
These days I wonder what the next thirty years have to offer. In 1994, it felt easier to dream about progress, and maybe that’s the radical thing here: to allow ourselves to imagine that for both soccer and wider society. Maybe we can usefully channel the excitement of a teenager arriving in the USA for the first time, looking forward to a summer of fantasy ahead.
Episode 6 of First Touch Weekly is Out Now!
Introducing Kickback Soccer Media’s First Touch Weekly, our premium 2026 World Cup podcast, covering the biggest stories across global soccer—from players and matches to politics, culture, host cities, the fan experience, and beyond. Hosted by Susannah Fuller and David Gass alongside a rotating cast of journalists and experts, the show delivers smart, inclusive analysis and deep dives into everything shaping the road to and through the FIFA World Cup 2026—and continues beyond the tournament as a weekly destination for what’s next in the global game.
- This week’s episode tackles the jubilation of Iraq, Sweden, DR Congo, and Bosnia and Herzegovina qualifying and the heatbreak of Kosovo, Ukraine, Denmark, and Italy falling short.
- Listen here (Apple) or here (Spotify) or wherever you find your podcasts!
Every World Cup Nation, Previewed!
Over at our website kickbacksoccer.com, we’ve launched a first-of-its-kind team by team preview of every participating World Cup nation!
You can find both written overviews, and special video and podcast primers for every country, all right at your fingertips.
Check it out here and tell your friends!