Why Jamaican women are falling in love with FIFA World Cup football in record numbers

For decades, football—or soccer, as it is called in the USA—was often portrayed as a man's game. The 2026 FIFA Men's World Cup is changing that perception.

Across the United States, women are embracing the world's most popular sporting event in record numbers. Industry estimates suggest women now make up about 42 percent of the audience for men's sports and major tournaments, continuing an upward trend from previous World Cups. It would be interesting to know the percentage of Jamaican women at home and in the diaspora who have also embraced soccer.

With the United States serving as one of the tournament hosts, millions of new fans have discovered football through television, streaming platforms and social media. But statistics only tell part of the story. Behind the growing audience are women whose reasons for watching are as diverse as the nations competing on the field.

For Kingston, Jamaica-based Camalla LaTouch, football has always been about strategy first.

"We know it's not the Spain that we are watching this World Cup. Belgium is more aggressive," she said.

LaTouch has become captivated by Belgium's sideline leadership as much as its players.

"That coach...he doesn't sleep. He's always strategizing. He's on the ball."

She admires the intensity that never fades—even when Belgium is comfortably ahead.

"Even when Belgium is leading, that man doesn't sit. He doesn't get complacent. He doesn't get comfortable. It transcends to the players as well. This man is on a mission this year."

While many analysts are predicting Spain or France, LaTouch remains loyal to Argentina.

"France is not going to win it. Argentina is my side. I've been watching football for a very long time. I've always been a fan of the sport."

Yet she readily acknowledges another reason many Jamaican women have become captivated by the sport.

"Yes, there is definitely a fascination with how sexy these men are," she confessed. "Women are fascinated by how lean they are, their muscles...how they score goals, their skillfulness—everything."

But physical attraction isn't the entire story.

"Some women have been with men who are into football, so they learn the game from their spouse as well. I think it's a combination of several things," she shared.

South Florida resident Michelle James echoes that sentiment.

"I have always had an interest in football," she said.

This year's tournament held special significance because it was staged in the United States.

"My fascination this year was piqued by the fact that the games were being held in the U.S."

She admits another attraction was impossible to ignore.

"Kylian Mbappé—among other players—was definitely part of the sex appeal that pulled me in."

She jokes that scoring goals only makes certain players more appealing.

"The players' skills are not a qualifier, but if they score or assist with a goal, the sex appeal is heightened."

James laughs about her own viewing habits.

"My significant other tries to explain the game while I intensely watch the men's physiques. I do not have much knowledge of the game outside of a goal being scored," she confessed.

Despite the humor, she believes football represents something much bigger.

"I have always seen sports as the antithesis of politics and religion and anything else that divides us. Football is the great equalizer that unites."

Elaine Jarrett, a New York resident who attended Mannings High School in Westmoreland, believes women's growing enthusiasm goes well beyond handsome athletes.

"I too noticed that more women are watching soccer and are being very vocal about the matches," she explained.

She believes geography and culture play major roles.

"These women are either from the Caribbean or South and Central America. It could also be their exposure to soccer from their region or country of origin," she reiterated. "Some of these women are mothers and their children are actively involved in the sport."

She agrees the players' appearance helps.

"The fascination this year could be more awareness of the sport, a better understanding of the sport, and yes, some of these players are strikingly handsome and skillful. Height seems to play a part in endearing these players to women spectators."

Jarrett points to another noticeable trend.

"A lot of people have been rooting for teams from the continent of Africa and teams that are the underdogs."

She cites Cape Verde, Senegal, Ghana and Egypt as countries that have captured hearts worldwide. Women, she says, have amplified those stories.

"Women—young and middle-aged, mothers and grandmothers—have heightened awareness through the various social media platforms."

Jarrett's own passion began long before social media.

"My brothers played soccer. It was one of the favorite sports in my local community."

She remembers another influence.

"In high school, most of the hot, handsome boys seemed to be skillful at the game."

Today, she proudly declares, "I think I'm more of an exuberant fan than my significant other."

Perhaps her strongest observation concerns one of America's most influential sporting groups.

"A lot of mothers are dubbed 'soccer moms.' It's actually a thing."

She describes their often-overlooked role.

"They are the main supporters of their children's sport. They take them to the games, arrange fundraisers, they're the team nurses, psychologists—you name it," she reiterated.

Which explains why so many mothers now watch the World Cup with genuine expertise.

"The World Cup is a big game for them and their children. They watch with a great amount of knowledge."

The beautiful game may still produce breathtaking goals. But increasingly, it is also producing something else—a growing community of knowledgeable, passionate female supporters at home in Jamaica and in the USA whose love of the sport extends far beyond the final score.