Two hundred fifty years and two days into the American experiment, a 55-year-old bespectacled bald man from Liverpool enters a sterile lodge convention room in Atlanta, shaking his head. “It’s all gone to hell, hasn’t it?” he mutters.
In 14 hours, the US males’s soccer staff is scheduled to play Belgium within the World Cup Spherical of 16, a match that must be a celebration of the U.S.’s triumphant, and considerably surprising, run on this planet’s largest sporting occasion. However Folarin Balogun, Group USA’s star striker, was given a purple card in the course of the earlier match with Bosnia-Herzegovina—he stepped on one other participant’s ankle—that made him ineligible to play. This led President Trump to petition FIFA to evaluate the penalty, which, after all, triggered allegations of collusion and corruption: Worldwide legal professionals had been summoned to draft appeals, and a joyous sporting occasion began to look extra like a authorized drama.
For Roger Bennett, the scandal threatened to overshadow each worth he has been working 16 years to advertise. “This isn’t why we watch,” he advised me simply after 6 a.m., settling right into a chair for what could be nearly two straight hours of TV appearances. “It’s antithetical to the wonder we try to guard.”
If this type of language about sports activities turns you off, you’ll probably not take pleasure in Bennett or the various tons of of items of World Cup content material that his firm, the Males in Blazers Media Community, has put out over the previous month. Within the broadest phrases, Bennett is a soccer podcaster and new-media govt. A greater description of him is perhaps: America’s chief soccer evangelist. Earlier than we knew that the U.S. would get crushed by Belgium 4–1, earlier than the staff’s possibilities for World Cup glory died on the sector, Bennett declared that Monday, July 6, could be crucial day within the nation’s historical past. In concept, he was joking—however actually, I wasn’t positive.
Andrew J. Clark / ISI Photographs / Getty
Roger Bennett throughout a stay present earlier than the FIFA World Cup 2026.
Ever since Bennett began his podcast, on a whim in 2010, he has been monomaniacally dedicated to getting People not simply to take pleasure in soccer however to turn into emotionally invested in it. For Bennett, the game is a method to entry the large, advanced emotions and subjects that typical sports activities followers don’t at all times speak about: group, love, agony, pleasure, Emily Dickinson’s poetry. A field of tissues emblazoned with the phrase Cry Proudly is prominently displayed in his podcast studio.
I first met Bennett in 2014, when his stint overlaying the World Cup for ESPN made him a distinct segment superstar among the many set of weirdos in America (me) obsessing over soccer and waking up earlier than daybreak to cheer on golf equipment from English cities they’d by no means been to. Bennett was sure that the US would quickly embrace soccer—an intoxicating however tenuous concept that now reads as prescient. Thousands and thousands of People have watched the lads’s staff make a run within the World Cup this 12 months—the primary time the nation has hosted the lads’s match since 1994. The truth is, Monday’s sport towards Belgium reportedly pulled in additional viewers than the 2025 World Collection and Sport 5 of the NBA Finals.
It is a second of vindication for Males in Blazers, nevertheless it additionally has a better which means for Bennett, who turned an American citizen in 2018. He routinely ends his podcast monologues with the phrase “I like America” and brazenly expresses his patriotism. “I grew up within the dying embers of the English class system,” he advised me. “I felt very trapped. America at all times felt like the alternative, like alternative. For me, that was life-affirming, life-saving.”
Possibly that each one sounds tacky. Nevertheless it’s been onerous to overlook the collective enthusiasm and sense of American group emanating from the match: the preliminary delights of watching Scotland’s Tartan Military drink and bagpipe its approach by way of New England, profitable over steely Bostonians alongside the best way; or the residents of Lawrence, Kansas, embracing the Algerian staff with marching-band pep rallies. There was the viral pleasure and even pleasure in seeing foreigners encounter Buc-ee’s with reverential appreciation or giddily expertise industrial portions of Mountain Dew Baja Blast at Taco Bell.
Then there have been the video games themselves, seemingly broadcast on each out there public tv in America. Over the previous month, I’ve seen strangers within the airport rapturously celebrating over last-second objectives, gaggles of women and men kicking soccer balls on metropolis streets whereas clad in a veritable United Nations of jerseys. Individuals in my life who’re usually allergic to sports activities have come over for marathon World Cup viewing classes. At one level I discovered myself—a person from Cleveland—sporting a Senegal jersey, sweatily embracing a Senegalese man after a spectacular volley despatched the ball to the again of the online. It felt like a dream.
Goals at all times finish, and in a approach, that’s what occurred on Monday. However Bennett’s bigger ideology, that soccer is the “most vital, least vital factor,” might but endure. There’s a motive he employed greater than 100 folks and retrofitted a coach bus right into a cell podcasting studio—a motive he spent the previous month touring throughout the nation for a collection of rowdy pre-match reveals with followers. Moments like these forge bonds that don’t simply break.
Before the solar is up, I watch as Bennett goes on Morning Joe and CBS Mornings, and rips by way of a slew of radio and podcast hits. He calls practically everybody he works with on these reveals “a lovely human being” and ends each interview with the identical sign-off: “Large, large like to you.”
Bennett pops up from his desk the moment his final interview ends. Inside 30 seconds he’s on his cellphone, rifling off voice memos to folks on his employees and brokers of gamers he’s attempting to ebook. “When’s Jon Stewart approaching?” he asks his producer, who pulls up a reserving sheet a mile lengthy. He completes seven cellphone calls in as many minutes simply after 9 a.m., and tells every individual on the opposite finish that he loves them earlier than hanging up. By 9:30, we’re in a manufacturing assembly for that day’s Males in Blazers stay present; Bennett is Zooming in from his cellphone, as a result of he’s outdoors choosing up coffees for his staff. A staffer on the decision informs him that they’ve made a large cardboard cutout of a lemon-pepper-wet hen wing—an Atlanta delicacy—for someone within the crowd to wave. “You possibly can not be a extra lovely soul. You make the world a greater place,” Bennett replies.
The day strikes on. An in depth planning assembly is convened to debate subsequent summer time’s Ladies’s World Cup. Males in Blazers is already pitching sponsors primarily based on its on-line engagement numbers—based on Blinkfire, a marketing-analytics agency, the corporate has nearly twice the engagement per follower throughout social media this match than the World Cup’s official broadcast companion, Fox Sports activities. Bennett out-hustles extra established retailers by relentlessly blanketing the web with instant-reaction clips, a number of every day podcasts, and memes; he then makes use of that focus to drive folks to Males in Blazers’ frequent stay reveals, constructing a military of loyal obsessives. Listening to Bennett articulate this technique after which leap into one other TV interview, I’m struck by the belief that this complete operation resembles a political marketing campaign as a lot as a media firm. It’s hope and alter and a shiny new imaginative and prescient for America full with stoppage time and hydration breaks.
Someplace round espresso No. 5, Bennett and some folks from his staff head to Busy Bee, a legendary soul-food café in Atlanta, to doc among the World Cup host metropolis’s tradition—one other web page from the marketing campaign playbook, although Bennett’s pleasure for the hen and waffles is palpable. Outdoors subsequent to the car parking zone, sitting on a swelteringly scorching picnic desk, Bennett makes an attempt to clarify why he’s been averaging simply three and a half hours of sleep a day for the previous 26 days. He argues that what many individuals have been feeling over the previous month, with every watch get together or viral video of followers going loopy, is what the sociologist Émile Durkheim calls collective effervescence—a sense of unity that emerges from a shared expertise.
Courtesy of Charlie Warzel
Males in Blazers followers collect in Atlanta
Bennett’s concept is that the World Cup, a uncommon monocultural occasion in immediately’s fragmented world, is without doubt one of the few dependable producers of such effervescent spectacles; it’s good for the web, but in addition good for the soul. His media-distribution system ties all of it collectively: “When Congo scores that objective, they want the fast response, then they want the Congo followers throughout America; they want the scene in Kinshasa, the postgame on the sector and the tears, the locker room, the Congo followers in Queens or Brooklyn,” he stated. “It’s simply unbelievable and it’s taking place each single sport.”
I can see why one would get swept up in what Bennett describes as “a really profound second for the nation, which is so busy falling again in love with the world, and the world falling again in love with America.” Your complete occasion feels at occasions like a summer time trip, a much-needed reprieve from harrowing world occasions. A cynic might see it as synthetic or inauthentic—geopolitics, solely with out all of the horrific stuff. And but the moments are genuine, which can be why the White Home intervention and FIFA’s arbitrary and strange red-card suspension felt so jarring, even offensive, to die-hard followers of the match. It was a reminder that politics at all times lurk within the background, and that the euphoria is fragile. A U.S. loss could be a stress check.
About an hour into the sport, with the U.S. down 2–1 to Belgium and searching positively shell-shocked, Bennett distracts himself by asking one other Males in Blazers host, Becky Sauerbrunn, a former U.S. ladies’s staff captain and two-time World Cup champion, what it looks like once you get scored on by your opponent instantly after you rating. (Not good is the reply.) Later, when a flub by the U.S. goalkeeper places Belgium up 3–1, Bennett yells on the tv: “Not like this!” The agony is real. An in depth, aggressive U.S. loss would damage, however possibly it could be tremendous. This end result, although—an impotent, scared staff that’s clearly not prepared for the second—looks like two steps ahead and one very giant step again. “This isn’t good for enterprise,” Bennett stated to me, cracking a weak smile.
What I’ll keep in mind most in regards to the sport is how rapidly confidence changed into insecurity. Shortly after the ultimate whistle, announcers on Fox supplied a sheepish plea to their huge broadcast viewers: This doesn’t need to be the final sport you watch. Sitting in a room with Bennett and Sauerbrunn and others like them, individuals who’ve devoted their lives to the game, you can sense simply how precarious the second felt to them. How are you going to promise hope and alter if the outcomes keep the identical?
Bennett was adamant that the Males in Blazers’ YouTube livestream begin the minute the sport ended, as if to keep away from giving the viewers an excessive amount of time to consider what they’d seen. For nearly two hours, Bennett and his cohosts, plus particular visitors together with the The Fault in Our Stars creator John Inexperienced, dissected the match, which Bennett dubbed “a cup of tears and darkness, self-loathing, concern, and human agony.” So far as podcasting goes, the present ought to have been a grueling, dismal spectacle. However Bennett, who had been up early sufficient to textual content me at 4:35 a.m., was slaphappy, making jokes about Thomas the Tank Engine and quoting traces about ache from Dante’s Inferno. All of the whereas, listeners poured into the stream, which turned an odd, lovely type of catharsis. “Soccer,” Inexperienced stated one hour into the present, “just isn’t about locations; that’s the factor that we mistake on a regular basis. It’s about journeys. As a result of if it was about locations, nobody would really like it.”
After the present, Bennett rallied half a dozen folks—lots of whom had been up for nearly a full 24 hours—for a midnight Waffle Home tour. “I’ll at all times keep in mind this evening and being with all of you,” he advised the group. The pep discuss jogged my memory of an anecdote Bennett had advised me earlier. His mother-in-law had turn into obsessive about taking household pictures at each get-together, irrespective of how inconvenient or annoying. “What she’s realized is that pictures and recollections are inextricably related,” he stated. “I’m very conscious of how reminiscence is shaped. And on this second, this match, reminiscence is being shaped.” Instantly, it clicked: Bennett is obsessively documenting the madness, the enjoyment, the collective effervescence in order that we keep in mind how this all felt. So we don’t lose it.
I had plans to fulfill Bennett early the subsequent morning, however I slept by way of my alarm. After I texted to apologize, he confessed that he had nearly missed a morning TV hit, having fallen asleep, laptop computer on his chest. Political campaigns are exhausting. However Bennett wasn’t defeated. An excessive amount of progress had been made. “As I converse to you, I’m headed to Atlanta Stadium to look at Lionel Messi face Mo Salah,” he texted again. “The streets are packed. Soccer is right here and hundreds of persons are able to make recollections once more.”
