Unique World Cup Celebrations
Viking Row, Tartan Army Takeover: World Cup Cultural Trends Capture U.S. Hearts
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The 2026 FIFA World Cup has produced some of the most memorable fan moments in tournament history — and American crowds can't get enough. From Norwegian supporters mimicking Viking longship rowers to kilted Scots invading baseball games, the cultural displays have gone viral and drawn national attention across the U.S. NBC News reported that these shows of national identity have become signature moments of the tournament.
The celebrations aren't just feel-good moments. The U.S. economy is projected to receive a $17 billion boost from the 2026 World Cup, according to 365247 Sports, with the New York and New Jersey area alone expected to bring in $3.3 billion. Cities like Boston and Miami are already reporting record weeks for hospitality.
Norwegian Fans Turn U.S. Streets Into Viking Longships
The "Viking Row" is the tournament's breakout fan trend. Norwegian supporters sit shoulder-to-shoulder, mimic rowing a longship, and chant "Ro!" — the Norwegian word for "row." The move first appeared during a friendly match against Switzerland in March 2026, according to FourFourTwo. It has since swept across New York, New Jersey, and Boston, with fans performing it on Manhattan ferries, at Times Square, and in stadium seats.
Fan organizer Ole Froystad — nicknamed "Mr. Row Row" — has helped coordinate the Viking Row across U.S. host cities, according to CBS Sports. Norway stars Erling Haaland and Martin Ødegaard have joined fans in the celebration after victories. The trend grew so big that Norway's parliament briefly paused proceedings to acknowledge the national pride it has inspired, NBC Miami reported.
Scotland's Tartan Army Invades America After 28-Year Wait
Scotland is back at the World Cup for the first time since France 1998 — a 28-year drought. Their fans, known as the Tartan Army, have made their presence impossible to miss. On June 22, thousands of kilt-wearing, bagpipe-playing supporters crashed a Miami Marlins baseball game at loanDepot Park, according to AP News. Their transition from Boston to Miami drew massive local coverage.
The economic impact has been staggering. The Samuel Adams taproom in downtown Boston reported that Scottish fans drank four times more "Boston Lager" than it normally sells during a major holiday weekend, NBC Washington reported. Ticket prices for group matches ranged from £372 to £523 — roughly $470 to $660 — per ticket. One Boston local was reportedly moved to tears, thanking Scottish fans for giving him "the best time of his life," according to The Guardian.
The Living Statue Turns Soccer Matches Into History Lessons
Michel Nkuka Mboladinga — known as "Lumumba Vea" — stands perfectly still for a full 90 minutes at DR Congo matches. He does it as a tribute to Patrice Lumumba, Congo's first Prime Minister, who was assassinated in 1961. Mboladinga has performed this act since 2013, recreating the famous Lumumba monument in Kinshasa, according to Fox Sports.
Western media has largely treated Mboladinga as a quirky attraction. But African outlets frame his tribute very differently. Firstpost Africa reports that his performance is a serious act of political memory, designed to draw international attention to Congolese history and resilience. His presence has quietly turned DR Congo's matches into a platform for a history lesson most World Cup fans never expected to receive.
Fan Takeovers Bring Joy — and a Few Hard Realities
The cultural celebrations have drawn praise from fans and media alike. Barney Ronay of The Guardian wrote that the Scottish and Norwegian fans are "exemplifying the joy of the World Cup," arguing their presence justifies the expanded 48-team format that allowed smaller nations to qualify. South Florida governments spent roughly $53 million to prepare Miami for its matches, anticipating strong returns from visiting fans.
But the economic benefits are not reaching everyone. Local outlets like Axios note that small businesses located away from official FanFest zones are seeing little to no boost from the massive crowds. Security concerns have also emerged. New Jersey State Police issued temporary crowd-density alerts during pre-match celebrations near MetLife Stadium, according to NBC Connecticut. The party is real — but so are the growing pains.
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