With an estimated $2.8 billion in sponsorship rights already sold for the 2026 World Cup, the need for both sponsors and U.S. retailers to see a return on investment is paramount. Efforts made today will ultimately impact a success or failure come this summer. Eleven host cities are preparing to welcome millions of global soccer fans, with New York alone projecting 1.2 million visitors and $1.7 billion in regional spending. For U.S. businesses, this is a chance to build lasting connections and capture significant revenue, especially from the high-value Asian market.
Japan and South Korea are among the qualified nations, bringing a demographic known for significant travel spending. A 2024 study revealed APAC travelers to be the biggest spenders in sports tourism, often exceeding $2,000 per trip. This frenzy for American sports recently has skyrocketed due to the phenomena of Shohei Ohtani. As the leading payment brand from Japan JCB, sees this influx as an opportunity for U.S. companies to move beyond transactions to cultivate genuine affinity with international visitors.
Simple Actions Drive Purchase Decisions
Driving affinity with visiting sports tourists means understanding their journey beyond the stadium in three key phases: creating elevated experiences through marketing and offers, incorporating technology on their terms, and understanding the nuances of each region’s shoppers.
U.S. businesses, especially in retail, hospitality, and entertainment, should create seamless, welcoming experiences tailored to international guests. This includes multilingual customer service and clear signage on payment options. A JCB study found that merchants adding the JCB logo to signage increased sales volume by 50% in one month. Additionally, retailers can create curated offers resonating with specific cultural interests or travel patterns. Offering special merchandise bundles, exclusive event access, or personalized dining experiences can transform a transactional interaction into a memorable one.
Integrating easily accessible loyalty programs for international travelers can foster long-term engagement, turning World Cup visitors into repeat customers even after they return home. Making their visit effortless and special is the key to lasting brand loyalty.
Ride Asia’s Mobile Payment Wave to Drive Sales
U.S. merchants must adapt to preferred Asian payment technologies to capture spending. Asia leads the world in mobile and cardless payment adoption, using digital wallets, QR code payments, and contactless card solutions daily. Expecting reliance on magnetic stripe cards or cash creates friction and potential lost sales.
U.S. businesses must ensure their point-of-sale (POS) systems are updated to accept a wide array of mobile payment options and international card schemes. This isn't just about convenience, it’s about security, speed, and meeting customer expectations. Shoppers who pay quickly and securely with their preferred method are likely to spend more and return. Investing in integrated payment solutions that support EMV contactless, QR code scanning, and major international networks like JCB is a necessity, not a luxury, for maximizing revenue from these tech-savvy travelers. In fact, we’ve seen 253% growth in contactless payments from 2024 to 2025. All major U.S. acquirers and payment processors support JCB cards for contactless payments and ecommerce today. If you’re not enabled, request this functionality from your partner.
Understanding Asia's Diverse Spending Habits
Asia encompasses diverse cultures, economies, and spending preferences. For U.S. retailers, a nuanced understanding of these distinctions is crucial. Japanese travelers, for instance, value high-quality goods, unique experiences, and exceptional customer service. Their payment preferences may lean towards established card networks, though mobile payments are growing. South Korean visitors are typically early adopters of technology and highly engaged with digital trends. They are adept at using mobile wallets and are receptive to innovative payment solutions.
Businesses must recognize these differences in marketing, product offerings, and payment acceptance. Tailoring promotions to specific Asian countries, understanding shopping habits (e.g., duty-free trends, brand preferences), and ensuring preferred payment methods are accepted at every touchpoint will significantly enhance the customer journey and spending potential. Collaborating with international payment brands that have deep regional expertise can provide valuable insights into these specific consumer behaviors.
The 2026 World Cup offers U.S. businesses an unparalleled opportunity to connect with a high-spending, technologically forward demographic. By prioritizing affinity-building, embracing diverse mobile payment technologies, and understanding consumers nuances from Asia, U.S. businesses can continue scoring long after the final whistle blows.
To learn more about how U.S. businesses can successfully reach Asian customers during the World Cup, please visit https://www.jcbusa.com/resources.
