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17 minute read

The World Cup as an Agent of Cultural Exchange

July 13, 2026

Over the past month, diehard soccer fans and non-fans from around the globe have been swept up in World Cup hysteria, with many converging on the host cities to watch their beloved national teams compete in person. But with videos circulating showing everything from armies of tartan-clad Scots placing traffic cones on statues around Boston to awestruck global tourists marveling that everything really does seem bigger in Texas, heartwarming cultural exchanges became the unexpected stars of the show.

As residents of one of the host cities, Odysseys employees living in and around Boston have enjoyed a front-row seat to many of the best moments of the 2026 FIFA World Cup, so we’ve asked some of them to share their highlights from the past month. Read on for a look at how Odysseys Unlimited caught World Cup fever.

Which team or teams have you been supporting during this World Cup, and what personal or cultural connections drew you to them?

Casey B. | Worldwide Services: I was rooting for Morocco! I work with our Tour Directors and travel partners in Morocco, so have visited this amazing country several times. On my most visit, Morocco was the host country (and official winners!) for the Africa Cup of Nations soccer tournament. It was so exciting being there during this tournament as the streets were even more alive than usual with huge watch parties and people celebrating the matches.

David S. | Product Development: I manage our tours in Egypt and was in Cairo for our annual Tour Director meeting during the group stage. I was rooting hard for the Pharaohs and I know our partners in Egypt have been so proud of their performance, even in the heartbreaking loss to Argentina. When driving around Cairo, there were always at least two or three Mo Salah billboards within sight.

Mo Salah billboards Cairo World Cup

Mo Salah was everywhere during David's trip to Cairo

Manuela R. | Product Development: Divided loyalties in my house. Of course, I root for the U.S. team, my adopted homeland. I root for Switzerland, my country of origin. I root for Germany – my dad is from Germany. I would have cheered for Italy, my mother’s home country, except they didn’t qualify, and finally, I root for the English, because I’m married to an Englishman. Current standings, I have one team left in the game!

Robbie V. | Marketing: In addition to the U.S., I was pulling hard for Scotland. I grew up near Boston and my family's roots mostly run through Ireland, Scotland, and Sweden, but Scotland holds a special place in my heart as a country I've visited twice, and the home nation of two of my good friends from college.

Also, my father's name is Robert Bruce, named after the iconic Scottish king immortalized in Braveheart. I really had only one direction I could go.

Melissa M. | Special Interest Groups: Aside from the U.S., I was rooting for France, Croatia, Cape Verde, and Norway!

Nadine Y. | Worldwide Services: As a born-and-raised Egyptian, with Ethiopian roots dating back to the 16th century, I was rooting for Africa and supporting the Egyptian Pharaohs with all my heart!

For the first time in history, the Egyptian National Football Team reached the Round of 16 in the World Cup after a victorious knock-out stage against Australia. It was truly a surreal moment when Egypt qualified – and equally heartbreaking when they lost to Argentina in a controversial knockout match.

I also supported Morocco, who ended up falling to France, along with Belgium and Norway after falling in love with their exceptional games!

Marija M. | Marketing: For this World Cup I supported my fellow former Yugoslavian countries, Bosnia and Croatia. I grew up in Serbia, another former Yugoslavian country, where football is a huge part of our culture. It brings people together in a way that feels euphoric. You feel like you are part of a community, and the games are always followed by gatherings and celebrations.

Robbie and Casey Scotland v Morocco

Casey (center) supporting Morocco while fellow Odysseys employee Robbie (right) pulls for Scotland

With the tournament taking place across North America, what have been your impressions of the visiting international fans and the unique cultural energy they’ve brought with them?

Casey: It has been beautiful to see! I’ve run into a few fans in public (Scotland being identifiable in their kilts) and have chatted about the teams and matches. As someone who works full time in international travel and tourism and runs a youth sports organization, I’ve enjoyed having conversations with people about the games and their travels. It’s an interesting meeting of my two worlds!

David: When I was at Logan Airport flying to Cairo, the international terminal was at least 50% Scotland fans, many in kilts, having a grand old time.  They brought incredible energy to the city, regardless of the results.

Manuela: You have to be impressed with the Tartan Army. Their cheerful disposition, which they maintained while depleting Boston of all its ale and lager, is legend. They’ve inspired at least one Boston artist to pen a song!

Robbie: Scotland's benevolent and boisterous Tartan Army occupied Boston for a week, and it was one of the most enjoyable weeks to be in Boston since the last Red Sox championship. England, Norway, Iraq, Morocco – fans of all nations came through the city, which gave our famously provincial town a taste of the joy that international cultural exchanges can bring.

Beyond Boston, it's been great to see people proudly wearing their nation's colors. At a golf course an hour outside Boston, I ran into a foursome of visiting Scots who had taken the train down for a morning 18. At my local coffee shop, I had a delightful conversation with a woman decked head-to-toe in Cape Verde garb. At my daughter's swimming lesson, I spent half an hour chatting with a fellow dad who was sporting an England jersey. Team colors have turned into invitations.

Melissa: I went to the Norway vs. France game in Boston. I went in rooting for France, but the Norway fans brought so much energy to the stadium, and we got to spend time with some of them, and it switched my allegiance in the end (I also like an underdog).

We were surrounded by fans from both countries, and I felt no animosity from anyone after one team scored or there was a tough call. Throughout the tournament it has felt like people have been respectful of opposing fans and their customs, and it's wonderful to see people bring so much positive energy. It's also been a powerful reminder of the value that diverse cultures and traditions bring to our communities, and how much we can learn from one another when we come together with openness and respect. Our country really needed this!

world cup fans rowing

A French fan leads a collection of disparate nations in Norway's famous "row" cheer

Nadine: I absolutely love how this tournament has brought people together and allowed the United States to really try to embody what it promises to be – a melting pot of all cultures. Seeing the international fans light up our cities with their cultures has been pure joy.

As someone who moved here just before turning 14 years old, these past few weeks were exactly how I envisioned the United States to be, and it has been refreshing to see everyone come together like this. It has also been incredibly fun watching Scotland's Tartan Army move through Boston!

Marija: Living in Boston, I have felt a positive energy shift since the start of the tournament, being able to welcome so many people from all over the world has been incredibly special, I feel it is something this city really needed. Seeing people walk proudly down the streets in different jerseys, kilts and other traditional cultural clothing, without shame or fear, seems to have brightened the city.

As an immigrant myself, it provided a sort of comfort that I have not felt before. Football aside, I think this is why travel is so important. Sharing your culture, and learning about others, is enriching and empowering.

Nadine & Egyptian Husband & Brazilian & Egyptian Married Friends x2

Nadine (in red) attends the Egypt vs. Brazil match in the leadup to World Cup 2026

As you look back on the tournament, what stands out to you as a defining moment or lasting takeaway regarding how football brings people together?

Casey: I attended the Morocco vs. Scotland match, and it struck me as funny (yet totally relatable) to see how animated and passionate fans could be during the match, and then return immediately afterward to taking pictures with fans of the opposing team and coming together as a community. At the end of the day, people were just happy to celebrate the sport. Making a whole experience out of a beautiful game is something that folks will remember forever.

David: Two moments stand out. One is the Brazil fans joining Japanese fans in their famous tradition of cleaning the stadium after Brazil beat Japan in the Round of 32. The other is Mexico fans in Estadio Azteca, one of the most intimidating stadiums on the planet, staying behind to congratulate England fans after England beat Mexico in the Round of 16. There’s a lot of distance, both geographically and culturally, between these fans and I loved watching them come together after a hard-fought 90+ minutes.

Robbie: I'll take two lasting memories, one large and one small. First, I was lucky enough to attend three matches, including two Scotland games. As soon as I knew I'd be seeing a Scotland match, I connected with my friend Elliot, a Scotsman who I became great friends with in college. He flew from where he lives in London to Boston, spent two nights at our house, met both of my children for the first time, and sang his team's anthem in full voice before watching a 1-0 Scotland victory. A memory that both of us will treasure.

A smaller but still fun one: On the plaza outside the stadium before Scotland vs. Morocco, an impromptu juggling circle formed after I purchased a small replica souvenir World Cup ball. My three friends and I were joined by Scots, Moroccans, and a wandering American, and national borders dissolved as we all reveled in the childish joy of keeping a ball up in the air.

Melissa: One of the most memorable parts of the tournament has been seeing people from all over the world come together through a shared love of the game. It's been incredible to watch fans from different countries, cultures, and backgrounds interact in such a positive, welcoming, and peaceful way in our country, especially at this time.

Whether they're celebrating together, teaching everyone their football customs like rowing and putting cones on statues, or simply enjoying the atmosphere, there's a real sense of connection that goes beyond soccer. It's a great reminder of sport's unique ability to bring people together, foster mutual respect, and create lasting memories across cultures.

Nadine: What stood out to me as the defining moment of this tournament was seeing people, in real time, realize that they are not alone, and that community exists in every corner.

Seeing friendships being born between complete strangers; watching people’s eyes light up when they recognize someone’s jersey; just experiencing life through each other every single day – it has all been so, so beautiful, and exactly the point of life and what we needed as a people. It allowed us to experience new cultures and also immerse ourselves in our own! What better connection than the joys of life?

Elliot and Robbie World Cup

Elliot (in kilt) traveled from London to cheer on his beloved Scotland alongside longtime friend and Odysseys employee Robbie (right)

norway father and son world cup

A father and son cheer on Norway during their match against France. Photo taken by Odysseys employee Melissa M.

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