As the 2028 presidential race begins to warm up, several potential candidates are already making strategic appearances where few might expect: the FIFA World Cup. In what could be seen as a blend of personal interest and savvy political maneuvering, some of the most talked-about potential contenders have been spotted at various games, engaging with fans and demonstrating their support for the sport and the national team.

Josh Shapiro, a notable figure in the political landscape, leads the pack having attended two matches so far. Close on his heels are Gavin Newsom, Kamala Harris, and Marco Rubio, each having cheered from the stands at one game. This trend of politicians attending high-profile sporting events is not just about enjoying the game but is also a calculated move to connect with voters on a more personal and relatable level.

Matt Bennett, from the center-left think tank Third Way, advocates for this approach. Speaking to POLITICO, Bennett emphasized the multifaceted appeal of the World Cup. “The World Cup is fun and inspiring, with heroics, heartwarming storylines, and gritty underdogs. The US team is kicking ass. And Trump is ignoring it,” he noted. According to Bennett, this presents a golden opportunity for Democrats to “own it all” - to immerse themselves in the excitement of the tournament and by extension, display their patriotism and fun-loving spirit.

Bennett suggests that prospective candidates should not just stop at attending games. Engaging with fans in more casual settings like bars, celebrating victories, and even interacting with international supporters can endear them to many voters. His advice highlights a broader strategy of using popular cultural events to forge a connection with the electorate, showcasing a blend of national pride and approachable, down-to-earth character.

As the 2028 election edges closer, the use of such unconventional platforms for campaigning could very well reshape how candidates interact with the public and how they are perceived. It's a play that intertwines the thrill of sports with the serious business of politics, aiming to strike a chord with a diverse and wide-ranging audience. Whether this will translate into electoral success remains to be seen, but for now, these presidential hopefuls are not just spectators but active participants in the drama and spectacle of the World Cup.