Words by Daniel Díaz
June 22, 2025
SAN FRANCISCO, Calif. — I can’t remember a time when I didn’t love football. Unsurprising, as someone born in England to Colombian parents.
The World Cup represents the pinnacle of this special game. Through feelings of hope, excitement and identity that other sporting spectacles don’t come close to matching. It’s a unique opportunity for people the world over to feel represented and seek connection through what’s happening on the pitch.
More than any other tournament, the World Cup holds some of the most precious memories for football fans:
Euan (Scotland): “France 1998. The opening match was Scotland v Brazil. I was 7 or 8 years old and remember that being a big deal. I remember it being bedlam when John Collins scored the penalty to equalise, and a friend running into the street with his shirt off. Before a cruel own goal by Tom Boyd.”
Abdul (Ghana): “South Africa 2010. Quarter finals against Uruguay. Luis Suarez hand ball and red card. Asamoah Gyan stepped up and missed… wow. The whole of Ghana will never forget that. But we put up for Africa and we represent.” He lets out an audible sigh before concluding, “we ended up losing on penalties but I will never forget that game.”
Houssein (England): “Japan & South Korea 2002. It felt like we were going to win it—like it always does. In the quarter final against Brazil we scored the first goal, then came the Ronaldino free kick which seemed like a fluke… until you realise it wasn’t and we just got demolished. Brazil were brilliant.”
In true footballing spirit, hate-watching old rivals and celebrating their downfall can be just as gratifying as seeing your own team win. Euan adds: “Scotland haven’t qualified for a World Cup since [1998], so since then most of my favourite memories have been of England getting pumped out.”
My 2026 World Cup experience kicked off Friday, December 5, 2025, at the “FIFA World Cup 26™ Final Draw” VIP watch party organised by the official Bay Area World Cup Host Committee. Tables were decorated with the mini flags of countries seemingly participating in the tournament; unmistakably, the Union Jack of Great Britain, alongside upside-down Colombian flags. The room was filled with US soccer legends Brandi Chastain and Chris Wondolowski, alongside Bay FC executives, Hunter Pence of the San Francisco Giants, Festus Ezeli of the Golden State Warriors, countless suits and other members of the local community. San Francisco’s billionaire Mayor, Daniel Lurie, made a brief appearance to grab the mic and declare himself “so fired up,” before slinking into the crowd and out of the back door.
FIFA World Cup 2026 draw party in San Francisco
And together, we witnessed FIFA President Gianni Infantino presenting Donald Trump with the “inaugural” FIFA Peace Prize on the big screen.
Lurie himself is the heir to the Levi’s Strauss fortune and is no stranger to the sport. His financial interests in football come from his stake in the San Francisco 49ers Enterprises: an investment group that owns majority stakes in Scottish club Rangers FC, Leeds United of England, and personal investment in local NWSL team Bay FC. Lurie is also known locally for ushering in a new third-tier club, Golden City FC, responsible for displacing the oldest fan-owned club in the country, San Francisco City FC, from their home at Kezar Stadium.
San Francisco is an official host city for a World Cup overshadowed by Trump’s anti-immigrant messaging, threats of ICE presence at games, and stringent visa restrictions against players, referees and journalists. The only evidence I’ve seen of the tournament’s international pull has been two Austrian fans—given away by their red scarves—looking lost at 9th St and Mission St in SoMa. Seemingly in town to watch their national team play at Levi’s Stadium (renamed “San Francisco Bay Area Stadium” by FIFA), around two hours away on public transport in the town of Santa Clara.
Cops stand outside of protests surrounding Levi’s Stadium in Santa Clara, a host stadium during this World Cup
There have been countless pieces written about this year’s World Cup. A frustration is simmering throughout the football world, one that has grown for the past few decades as we’ve seen many fans reject the sports corporitisation to find solace in local non-league clubs. These are spaces that represent the communities, values, and ideologies of its supporters. A rejection of the “modern” game, moulded in Rupert Murdoch’s vision of commodifying every possible moment, kick, breath, and now, water break.
Add to that this year’s extortionate ticket prices, inaccessible stadia, and hostility towards visitors. The negativity is undeniable and FIFA complicity is no secret. Helping reinforce Trump’s position through an invented award designed to (sports)wash away the image of a US government hell-bent on perpetuating war and violence, at home and abroad.
In a city where the beauty of multiculturalism stares back at us every day, it’s an easy decision to ignore Infantino’s circus. We have a football culture in the Bay Area to be proud of. One born out of the love for the game and built by (and for) the local community: SF City FC, Fútbol by the Bay, and Neighborhood Sports Club, to name a few. In contrast, FIFA’s brand of football is built on profit, extraction, and cowardice. On the ground in San Francisco, the Mayor’s treatment of SF City FC and the Bay Area organising committee’s inability to get the World Cup countries’ flags right, should tell you everything you need to know about priorities at a local level.
I’ll always remember James Rodriguez’s stepover and dink against Japan in 2014, his volley against Uruguay. Valderrama and Beckham swapping shirts in 1998, and Michael Owen’s wonder goal against Argentina. Zidane’s headbutt. Baggio’s missed penalty. Tshabalala’s 2010 opener. Freddy Rincon slotting it through Illgner’s legs at Italia 90. Roger Milla dancing. Tardelli’s celebration in 1982. Maradona single-handedly defeating the English in 1986. Falcao finally getting his deserved World Cup debut in 2018. I wasn’t even born for some of these moments, but these memories make up the fabric of the game we love. The beautiful game. The people’s game. Those moments belong to us, not FIFA.
And while I’m not watching this year’s World Cup, my inner child will still cry with delight at every Colombia goal, and somehow still believe that this time football really is coming home. FIFA cannot take that away from me.