When suddenly everybody wants a U.S. soccer jersey and bars and pubs are opening their doors at 7 a.m., it usually means one thing — it’s FIFA World Cup time.
Once every four years one of the most popular youth sports in the country gets a one-month stint as the country’s most watched pro sport and businesses in the soccer world enjoy the roughly 25 percent boost in business that comes with it.
“Every four years we have an extended Christmas,” Stephen G. Humburg, general manager of Soccer American, said of the tournament which starts Friday in South Africa. “It’s not just World Cup merchandise — everything that is offered goes up.”