SOLEDAD — Most of the world has caught a case of soccer fever ever since the FIFA World Cup 2026 tournament began June 11 — and it seems as if local businesses in Soledad are taking advantage of all the buzz from the month-long tournament.
For fans who truly want to represent their country, World Cup game-issued jerseys for both Mexico and the United States of America are available at Rodriguez Sports at 1061 State St. in Soledad.
Gilberto Rodriguez, owner of Rodriguez Sports, said business didn’t start to pick up until June 15 after both countries won their opening match.
“We’ve been busier than usual, especially with the World Cup going on,” Rodriguez said. “We got the jerseys in on time. It was calm at first, but then all of a sudden we started to sell everything.”
Rodriguez and his wife, Miriam, both from Guanajuato, Mexico, run the sporting goods store together. They said the more popular styles, such as the iconic Mexico green or black jerseys, are flying off the racks, but expect more to be shipped soon.
“We sold out twice,” said Miriam Rodriguez, who is anticipating more fans to roll in before the final match in group play for both Mexico and the USA.
Ivan Estrada of Soledad was one of those fans inside Rodriguez Sports on a busy Saturday afternoon as he browsed at the Mexico white jersey hanging on the wall.
“I think it’s really exciting,” Estrada said about North America hosting the World Cup. “I feel like it’s gonna give us an advantage for our teams. I like seeing all the cultures in the U.S. I’ve seen videos of Scottish people in Boston, those are pretty fun.”
Estrada is referring to the videos highlighting Scottish soccer fans known as the “Tartan Army” who are literally drinking the city of Boston dry.
Mexico and USA fans have plenty to cheer about as both nations clinched Groups A and D, respectively, to advance into the Round of 32 knockout stage.
USA placed third in 1930, which is the furthest they’ve ever been, while Mexico has never gone past the quarterfinals since reaching that round in 1986.
Estrada said he would love to see Mexico take it all the way, but realistically he believes France is the heavy favorite to win the Cup this year.
“But a guy can dream,” Estrada said.
France, a two-time winner, was runner-up to champion Argentina, a three-time winner, in 2022. Brazil has the most titles with five, followed by Germany and Italy (which didn’t qualify for this year’s World Cup) tied at four. Uruguay has won it twice, while England and Spain each have one championship.
The World Cup has been held every four years since 1930, with the exception of 1942 and ’46 due to World War II.
This year’s edition is the first time the group phase features 48 teams since FIFA expanded it to 32 teams in 1998. It’s also the first time the tournament is split up into three host nations: USA, Mexico and Canada.
The World Cup returned to the States for the first time since 1994, while Mexico hosted it twice in 1970 and 1986 when Gilberto Rodriguez, 43, was just a child.
“I was still a kid at the time, but I do remember a little bit,” he said.
Levi’s Stadium in Santa Clara, which is temporarily rebranded as the San Francisco Bay Area Stadium for the tournament, is hosting six matches — five group games and one knockout round match.
Jordan plays against Algeria on June 22 at 8 p.m., while Paraguay takes on Australia on June 25 at 7 p.m. to close out group play.
USA will play in the Round of 32 against the third-place finisher from one of five groups (B, E, F, I, J) at Levi’s Stadium on July 1 at 5 p.m. As of June 21, the cheapest ticket on the StubHub website was listed at $2,955.
But there’s no need to spend thousands of dollars to catch the World Cup games live.
Cruz de Madera Taproom owners Karen and Gilbert Cruz have been hosting free watch parties for both Mexico and USA matches.
On June 18, the establishment at 148 Main St. in Soledad was rockin’ as 50 boisterous soccer fans, all mostly sporting Mexico apparel, cheered loudly for “El Tri.”
“We did expect a good crowd, but we didn’t expect to be that packed,” Gilbert Cruz said. “We were pretty happy to be able to see the turnout, be able to see the community come together with this sporting event.”
Deep inside what used to be a residential home is the kitchen area that is occupied by Gaelcraves — a small fast food joint that features smash burgers, chicken sandwiches, loaded fries and nachos.
Cruz said he’s noticed that customers who come in to pick up food or grab a drink tend to stay a bit longer to watch whichever game is showing at the time.
“It has had a very positive impact on us as a small business,” he said.
Karen Cruz said another big help is having the taproom open for people of all ages ever since they first opened the doors in May 2025.
“If you’re thinking business wise, it would not be a good idea to only do 21 and over in such a small community,” said Karen Cruz, who has more than 10 years’ experience as a business consultant. “We also want to not just be a taproom and be known that we sell beer, but that we have a spot where you can bring your kids, you can bring your family and you can enjoy a good time.”
Cruz de Madera plans to host more watch parties as long as both Mexico and the USA are alive in the tournament.
Mexico closes out group play against Czechia on June 24 at 6 p.m., while the USA plays Turkey on June 25 at 7 p.m.
