You don't have to rely on The Discourse to know whether soccer is finally being embraced by America. Political ad spending targeted to catch World Cup viewers tells you all you need to know.

Today marked a significant shift as the Susan Collins-aligned Pine Tree Results PAC launched the next phase of a seven-figure general election ad campaign targeting Democrat Graham Platner in Maine. This campaign flickered to life statewide during the U.S. Men’s National Team World Cup match against Australia. “The first U.S. World Cup game was the most watched soccer broadcast in American history,” a GOP operative working on the Maine senate race, and granted anonymity to speak candidly, told POLITICO. “Maine markets are performing better than the national average and the critical Portland DMA has a significant soccer fan base.”

Elsewhere, James Talarico’s campaign made a strategic move by initiating an $800,000 Spanish-language TV campaign, scheduled to air during each U.S. and Mexico group stage match. This decision underscores the growing importance of Latino voters, who are increasingly pivotal in electoral outcomes.

In Colorado’s 8th Congressional District, Republican Gabe Evans chose a more personal approach in his Spanish language ad. He debates whether it's 'soccer or football' with his mother, a playful nod to the cultural intersections that enrich American communities and political discourses alike.

The strategic placement of these ads during the World Cup matches is no coincidence. In politics, campaigns and super PACs are calculated about their spending, targeting moments when they are guaranteed high viewership. The fact that these campaigns are investing heavily during soccer broadcasts is a clear indicator of the sport's burgeoning popularity and its potential to draw eyeballs — an essential commodity in political campaigns.

As soccer continues to capture the hearts of more Americans, it seems political strategists are also keen to leverage this growing fanbase to broadcast their messages. This trend is not just a reflection of soccer’s increasing acceptance but also a tactical adaptation by political campaigns aiming to connect with voters on common ground, proving once again that in the game of politics, timing and audience are everything.