Since taking office, New York City’s Zohran Mamdani has openly expressed his passion for soccer. Shortly after his arrival at City Hall, he organized a watch party for the Africa Cup of Nations final, frequently referenced legendary soccer players in his speeches, and became a regular at a Brooklyn pub, cheering on Arsenal as they pursued a Premier League title.
The World Cup, however, presents a unique opportunity. Over the past month, Mamdani has distinguished himself among municipal leaders in US host cities by utilizing the tournament and soccer at large to forge connections with constituents, promote political initiatives, and reshape the city’s image on a broader scale.
While mayors have long engaged in such efforts, leveraging soccer in the United States—where American football, basketball, and baseball dominate—represents a fresh approach.
“Football holds a rare power,” Mamdani remarked during one of his Morning Pitch live streams, which offer traffic and weather updates to New Yorkers on match days alongside discussions about the sport. The streams have garnered significant attention; the final episode, scheduled for the World Cup final in nearby East Rutherford, New Jersey, will feature a special guest host: Gary Lineker, the renowned presenter and former England striker.
For Mamdani, discussing football feels natural. In contrast, many of his fellow mayors are experiencing their first World Cup, particularly one hosted in the United States.
“One of the things that we were able to communicate and show off about our city is that San Jose is fun, that it’s cool and that it’s a destination,” Mahan stated. “That may not sound like a big deal to somebody in, say, New York, but in our region, San Jose is kind of a workhorse city. We’re a bedroom community where a lot of the Silicon Valley workforce lives, but we’re not seen as a, generally seen as a cultural destination, the way that San Francisco is.”
Mahan pointed out that local organizers aimed to convey this sentiment through watch parties in downtown’s San Pedro Square, with expectations of around 350,000 attendees throughout the tournament. However, total attendance now exceeds 900,000 ahead of the final match.
Hosting significant events is not new to the Bay Area or San Jose, especially following the recent Super Bowl at Levi’s Stadium. Yet, Mahan emphasized that the World Cup’s extended format and international allure present fresh avenues for engaging with constituents.
“You have a lot of time and so many matches that there are a lot of bites at the apple,” he explained. “The Super Bowl is one game … there’s nothing like the World Cup where virtually every community can be activated. “I mean, I’ve been out to San Pedro every, every day or two throughout the tournament, done a lot of selfie videos, and walking around talking to people, and just trying to actually document what we’re doing and celebrate our cultural diversity and our cultural vibrancy, and the small businesses.”
He added, “the power to give billions worldwide a glimpse into another world –one beyond jobs that don’t pay enough, bills that pile up and leaders who never meet their promises. The power to deliver joy to the people.”
Similar approaches have emerged across the country, with Los Angeles Mayor Karen Bass announcing a variety of watch party locations throughout the city. In Philadelphia, the World Cup coincided with Fourth of July and America 250 celebrations, where Mayor Cherelle Parker personally called performers on Independence Day to continue a concert that had been interrupted by thunderstorms.
In Kansas City, Mayor Quinton Lucas aimed for a different objective: introducing the city to a global audience. He characterized the hosting efforts as a means to “brand the city” during an interview, noting that the World Cup also serves as a platform to promote the ongoing streetcar project in a city still heavily reliant on cars, which faced significant traffic issues on game days.
For Mamdani, the city he represents hardly needs promotion. Instead, he has utilized his daily livestreams to further his political philosophy, tying it to the sport he has followed since childhood in Uganda.
His initiatives are attracting attention beyond the five boroughs. During his stream discussing the Brazil vs. Morocco match—his predicted World Cup winner—on June 13, Mamdani took the opportunity to educate viewers about Sócrates, the Brazilian midfielder known for his activism. This segment went viral in Brazil and was even shared by Corinthians, Sócrates’ former team in São Paulo.
As Mamdani stated in a recent stream, the sport possesses “the power to give billions worldwide a glimpse into another world—one beyond jobs that don’t pay enough, bills that pile up and leaders who never meet their promises. The power to deliver joy to the people.”
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