Trump’s role in the 2026 World Cup is looking less like protocol and more like performance. Here’s why critics are calling it sportswashing — and why supporters say it’s pure soft power

By Rahul Das (Spl Soccer Columnist)

Donald Trump and the 2026 World Cup: The Publicity Stunt Breakdown

Trump has turned the 2026 World Cup into a personal showcase. Supporters call it “America is Back” soft power. Critics call it “sportswashing” and a campaign rally in disguise. Here’s what’s actually happening :

1. The Trophy Presentation: Breaking 40 Years of Protocol
   The stunt: FIFA confirmed Trump will co-present the World Cup trophy with Gianni Infantino at the July 19 final at MetLife Stadium.
   Why it matters: Traditionally only the FIFA president hands the trophy to the captain. At the last 2 World Cups, Infantino did it alone. Trump already rehearsed this at the 2025 Club World Cup – stayed on stage celebrating with Chelsea, confusing players like Cole Palmer. Infantino’s quote: “We will be together with the president enjoying the final and handing the trophy to the winner, of course, together”. Precedent: King Juan Carlos in 1982 and Queen Elizabeth in 1966 did present trophies, but recent decades = FIFA-only.

2. The “America is SO Back” Propaganda Video
The stunt: On June 24, the White House posted a 70-second video using Tartan Army clips from Boston to claim the World Cup overturned “decades of anti-American propaganda”. What’s in it: Scots in kilts dancing in Boston bars, spliced with influencers saying fans are “realising they’ve been lied to” about the USA. Caption: “We tried to tell y’all. America is SO back”. Trump retweeted it. Expert warning: If Trump uses the final to “thump his chest” it “would undercut any international sympathy and support that we’ve been building”.

3. The World Cup Draw = Trump Rally
The stunt: Dec 5, 2025 draw was held at Kennedy Center – where Trump installed himself as chairman. Spectacle: Heidi Klum, Kevin Hart, Village People, Andrea Bocelli, Tom Brady, Shaq, Gretzky all appeared. Trump got the inaugural FIFA Peace Prize. Media take: Le Monde called it Trump using the World Cup “as a means to glorify himself”. Athlon: “narcissism and political posturing”.

4.The White House World Cup Task Force
The stunt: Trump created and chairs the White House Task Force for the 2026 FIFA World Cup, with JD Vance as vice chair. Quote from director Andrew Giuliani: “This was an unbelievable opportunity to show the real truth of the United States of America… over our 250th birthday”.

5.The Trophy Photo Ops
The stunt: Oval Office: Infantino let Trump hold the real-World Cup trophy – “Only the FIFA president, presidents of countries, and then those who win can touch it… since you are a winner, of course you can”. Trump: “Can I keep it?” Club World Cup trophy: Stayed in Oval Office for a month+. Trump joked “Don’t think I’m giving it back”. First ticket: Trump got “Row one, seat one… ticket number 45/47”.

6.The Backlash: Fans + Media Push Back
Australia fan chants: “Aussie boys, we’re on a bender, Donald Trump is a sex offender” rang through Santa Clara. John Oliver: “Until now, the best thing Australia gave the U.S. was avocado toast”.
Ticket prices: Trump himself said he “would not pay $1,000 to watch US at World Cup”.
Exclusion claims: Somali referee denied entry, Iranian players interrogated. Critics: “World Cup of exclusion”. Le Monde: “Sportswashing” and “political project”.
CNN: “Trump wanted to star at the World Cup, but politics may spoil the party”.

7. The Attendance Paradox
Trump’s travel restrictions + anti-American sentiment were expected to hurt. Instead:3.6M+ attendance already, stadiums 99.6% full$3B-$4B revenue from tickets/hospitality500M ticket requests – 10x last 2 World Cups combined Experts: “Under a different administration, we almost certainly would’ve had more international interest”, but memes + peer content are driving tourism anyway.
Bottom Line: Why Critics Call It a Stunt
Traditional World Cup Trump 2026 Version FIFA president presents trophy alone Trump co-presents with Infantino
Apolitical ceremony White House “America is SO back” video
Draw = football event Kennedy Center rally + Peace Prize Host president attends match Skipped USA vs Paraguay but takes final spotlight Trump’s absence vs presence: He hasn’t attended a single match 2 weeks in, yet has the most visible role July 19.
The risk: “Right now, this is something to celebrate about American culture that’s separate from Trump”. If he politicizes the final, “it would likely make it less fun”.