Debate continues on World Cup vs Olympics relevance in Utah

As the 2026 World Cup kicks off across Canada, Mexico, and the U.S., residents in Utah reflect on the significance of both global sports events. Steve Starks, CEO of the Larry H. Miller Company, emphasized the World Cup's immense viewership, projecting engagement from over 70% of the global population. He acknowledged the unifying power of soccer while also recognizing the distinct appeal of the Olympics, noting Utah's upcoming hosting of the 2034 Winter Games. The synergy between supporting elite athletes and international events positions Utah as a significant player in major sports.

• 7:22 PMYahoo Sports — Is the World Cup bigger than the Olympics? Here’s what Utahns say about the impacts