World Cup buzz has the potential to mint more soccer fans among kids — some just toddlers now

LENEXA, Kan. (AP) — Jude Cornell joined a swarm of toddlers crawling after soccer balls, tossing training cones into the air and relocating a goalie net that was proving to be very, very portable.

“He just started walking,” laughed his mother, 27-year-old Kyra Cornell. She's already plotting her son’s soccer career during a World Cup-themed event for toddlers at a suburban Kansas City library, about 20 miles (32 kilometers) from the stadium where six matches are being played.

Across the country, experts are watching to see whether the World Cup will give a boost to youth soccer — and mint fans for decades to come.

Soccer already ranks among the most popular youth sports in the country. Among 6- to 12-year-olds, 7.5% played youth soccer in 2024, a slight drop from a decade earlier, but only baseball and basketball recorded higher stats, according to a report from the Aspen Institute.

Look at Haley Garbowski, a midfielder who has been to more professional women's soccer matches than she can count.

Just days after her private Kansas City, Missouri, high school won the state championship match, the 18-year-old was helping out at a summer camp on the Kansas side of the metropolitan area, leading a gaggle of grade-school girls around a circuit of sports that includes rugby, tennis and, of course, her own beloved soccer.

“We were killing it,” gushed Garbowski, as she recalled the title game victory in the small school division. In the fall, she is headed to San Diego State University as a business major and considering a career in sports marketing.

Are her grandparents soccer fans? She laughs at the thought. Her mother has become a fan but didn’t start out that way, unaware her high school had a soccer team until Garbowski went snooping in an old yearbook.

None of this comes as a surprise to Michael Lewis, an Emory University professor who focuses on the intersection of sports analytics and sports marketing.

“Soccer is a generational story that’s building generation after generation, but it takes a long, long time,” Lewis said.

Overall, soccer doesn’t have the draw of the big three of baseball, basketball and the American brand of tackle-heavy football. Ipsos Sports research shows that only about 1 in 10 Americans consider themselves fans of U.S. soccer or international soccer.

Boomers in particular grew up playing the big three and that influences what they watch now, Lewis said. Ipsos data shows that those 65 and older are especially likely to call themselves fans of the popular trio.

But market researchers see promise with millennials — and Gen Z, those between the ages of 14 and 29.

America’s sports landscape began to change in the 1970s, when the now-defunct North American Soccer League signed greats like Pelé, the winner of three World Cups with Brazil.

By the 1980s, U.S. kids were playing, too, including girls thanks to Title IX, the federal law that bans sex-based discrimination in education.

But the gym teachers and parents who coached this first batch had little experience to draw from. Some learned the rules from books. And those in football-dominated towns sometimes resisted soccer, fearful it would pull talent away from the gridiron. Players faced taunts and slurs, and were even accused of being communists.

“I cannot repeat the things I got called,” said Darin White, 58, who played and then coached at the college level before becoming the executive director of the Center for Sports Analytics at Samford University in Alabama.

But kids kept playing. The U.S. hosted the World Cup in 1994. Major League Soccer played its inaugural season two years later. Today's parents frequently have played themselves. There are highly competitive travel teams. MLS has joined the player development effort with its MLS Next program. Its players have gotten better, and viewership is up.

When American sports fans are asked why they became a fan of sports generally, about half say it was because of their family’s connection to the sport, or that they grew up as a fan of a particular team, Ipsos data shows.

The women's game has fueled soccer's rise, too, said Nicholas Watanabe, a professor at the University of South Carolina, whose book “The Beautiful Game?” is about the future of soccer. Girls that play as kids become fans. Their enrollment helps keep youth leagues large and more financially viable, Watanabe said.

“Without the success and long-standing growth, I don’t think you get this side-by-side effect that also I think has helped the men’s team, too,” Watanabe said.

Consider the Kansas City Current, the NWSL team that touts its stadium as the first built for a women’s soccer team. Its owners include Brittany Mahomes, a former college soccer player and the wife of Chiefs quarterback Patrick Mahomes. The Current, which is playing host to the Netherlands' team during the World Cup, sent staff to help at the camp where Garbowski was working.

Make no mistake. Experts are quick to add soccer isn't the NFL, the juggernaut in a saturated U.S. sports market.

“The question isn’t, ‘Why aren’t we as big as football?’ Well, we’re not, but we are way closer than the last time we hosted the World Cup,” said White, who is studying how Americans get hooked on the sport.

There are challenges: Most of the best players still compete in the more storied European leagues. Hardcore American fans frequently follow those European teams, rather than MLS ones, which means less money to grow the sport in the U.S., White said. But on the plus side, American players are increasingly breaking into these top European leagues, White said. And he noted the sport's youthful fan base in the U.S. is one marketers are eager to woo.

“I am more hopeful right now than I’ve ever been in my life,” said White, adding, “And I’ve been a soccer missionary, if you will.”

Back at the Lenexa, Kansas, library, one mother held her 1-year-old daughter's hands as she toddled toward a ball, kicking it with a chubby bare foot.

“Messi,” another toddler practiced saying, repeating the last name of the star of the Argentine team whose tournament home base is nearby.

Jude, meanwhile, was shifting from tossing cones to tugging at his ears, afflicted with the same malady that had landed several of the toddlers on the room’s version of the injury list. Teething.

“Do you want to play soccer?” his mother asked the 17-month-old, noting some programs in town take kids as young as 2. He didn't respond.

“You don’t know,” she said. “Maybe like next spring or summer we start trying.”

AP journalist Linley Sanders in Washington contributed to this report.

See more of AP’s World Cup coverage here

Briggs Graham, age 1, plays with a soccer ball at a program introducing toddlers to the sport ahead of the World Cup soccer tournament Thursday, June 4, 2026, in Lenexa, Kan. (AP Photo/Charlie Riedel)

One-year-olds Ryder Greene, right, and Salaar Kahn play with a soccer balls at a program introducing toddlers to the sport ahead of the World Cup soccer tournament Thursday, June 4, 2026, in Lenexa, Kan. (AP Photo/Charlie Riedel)

Ten-month-old Beck Ehinger plays with a soccer ball at a program introducing toddlers to the sport ahead of the World Cup soccer tournament Thursday, June 4, 2026, in Lenexa, Kan. (AP Photo/Charlie Riedel)

Ten-month-old Beck Ehinger plays with a soccer ball at a program introducing toddlers to the sport ahead of the World Cup soccer tournament Thursday, June 4, 2026, in Lenexa, Kan. (AP Photo/Charlie Riedel)

Ten-month-old Zain Fawaz plays with a soccer ball at a program introducing toddlers to the sport ahead of the World Cup soccer tournament Thursday, June 4, 2026, in Lenexa, Kan. (AP Photo/Charlie Riedel)

JERUSALEM (AP) — It was the deadliest reported strike in the U.S.-Israeli war against Iran. Most of the victims were children.

In almost any other conflict, these haunting truths would be seared into national memory. Yet more than 120 days since at least one U.S. missile struck an Iranian primary school, there remains no final accounting of what happened.

The Trump administration has yet to directly accept the blame or formally release findings of a Pentagon investigation into the bombing, even though the military possessed evidence almost immediately that the site of the school had been struck, a U.S. official with knowledge of the situation, who spoke on condition of anonymity in order to discuss an ongoing investigation, told The Associated Press.

The AP has reconstructed the story of the attack, beginning in the schoolyard on the morning of Feb. 28, drawing from open-source information, video footage, human rights reports and interviews with researchers and civilians inside and outside Iran to reveal previously unreported details about the bombing in Minab, including the diversity of children killed.

Still, many details about the blast remain elusive, as a lack of information from the Pentagon and politicization of the attack by Iran’s theocracy have complicated independent reporting efforts. That has created an accountability vacuum, leaving the families of the victims without resolution. Among the mysteries remaining are the number of munitions that hit the school and a complete list of the dead.

When asked last week about the incident, President Donald Trump said he hadn't read the Pentagon's report and had seen nothing to make him believe the U.S. had carried out the attack.

“I don’t know that they’re ever going to solve that problem in terms of whose fault was it, because there were missiles flying all over the place,” he said. “I don’t think it was us."

Iran's mission to the United Nations did not respond to a request for comment from the AP.

The reconstruction draws from interviews with U.S. officials, Iranian human rights workers, a resident of Minab, an international representative of the Coordinating Council of Iranian Teachers’ Trade Union and researchers from major international rights groups.

Several people who spoke to the AP were in direct contact with the families of victims and rescuers who rushed to the scene. Most requested anonymity for fear of retribution against them and those with whom they spoke.

Skies over the city of Minab, located in southeastern Iran about 16 miles (25 km) from the Strait of Hormuz, were clear and bright on the morning of Saturday, Feb. 28, a school day in Iran. It was Ramadan.

Students of the Shajareh Tayyebeh school, Farsi for “Good Tree,” jostled past the colorful murals lining the schoolyard and into the building. Boys and girls filtered into separate spaces with brightly painted desks.

The school they entered was one of over 30 with the same name established to serve children from families closely tied to Iran's paramilitary Revolutionary Guard or other state institutions, said Shiva Amelirad, the international union representative who also worked as a teacher in Iran for 18 years and has been in contact with people in Minab.

Though most schools in Iran operate within guidelines proscribed by the Islamic Republic, the Shejareh Tayyebeh schools were more explicitly oriented toward reproducing and reinforcing the Guard’s worldview, she said, adding that children are civilians regardless of their family backgrounds, and "any attack targeting a school is unequivocally condemnable."

The school lay within the same walled compound as a Guard base, according to an AP assessment of satellite imagery and open-source mapping. It was once part of that neighboring base, before it was fenced off and converted over a decade ago.

Though some of its pupils were the children of Guard officers working on the nearby base, others were local children from Minab, which is populated predominantly by people of the majority-Sunni Baluch ethnic minority who often face repression from the Iranian government, said the Balochistan Human Rights Group.

Hundreds of students are believed to have been inside the building by the time teachers and administrators received the news that bombs had begun falling on Tehran around 9:40 a.m.

Teachers and administrators thought it prudent to send the children home. They called parents on landline phones, summoning them for an early pickup, two people told the AP. A recently released report by Airwars, a London-based independent group that tracks recent conflicts, also found that parents were called to pick up their children.

At 10:15 a.m., Iran’s state media sent out an advisory, closing schools across the country.

One father, who lived a short distance away, went immediately to pick up his 10-year-old son, said a resident of Minab, who relayed the stories of several families to the AP. The AP verified details of the residents’ stories against available lists of the dead and rights groups' chronologies of the day’s events.

The father noticed his 6- and 7-year-old relatives among the students waiting for their parents, said the resident. He asked them if they’d like a ride home and they said no, that their own father was on the way.

He left with his child and headed to the supermarket. Ten minutes later, he heard the explosions.

Multiple munitions pummeled the compound, striking at least five buildings, according to an AP analysis of satellite imagery. Hundreds of pounds of explosives collapsed the school.

The father raced back to a scene of chaos, where onlookers gathered, screaming, as men pawed through smoking rubble to dig out bodies, according to video of the aftermath circulated by Iranian state media.

Eventually, the father made out two burned figures he believes were those of his relatives, but he couldn’t be sure.

People kept coming. One man from a nearby Sunni village arrived to search for his nephew after receiving a panicked call from the boy's mother. In the rubble, he found her dead son.

Rescuers found small backpacks and children’s drawings, colored pencils and worksheets. Gently suspended, a tiny arm lay in the wreckage.

Men carried disfigured limbs and torsos to the local hospital, said the Balochistan Human Rights Group, whose staff spoke with two families of those killed. The AP has not been able to verify how many munitions specifically hit the school, but the attack had left flesh so mutilated that many body parts were unrecognizable.

By the end of the day, doctors at the hospital estimated they had at least 108 bodies, but cautioned that it was likely an undercount, said the resident of Minab.

By the next day, state media was saying around 150 had been killed. Soon, it was reporting a death toll of 168.

Three days after the bombing, state TV showed thousands of Iranians packing a Minab roundabout, where the crowds faced a podium and a large portrait of Ayatollah Ruhollah Khomeini, the late founder of the Islamic Republic.

The gathering might have been mistaken for a demonstration, if it were not a funeral. All the parents of victims, regardless of ethnicity or religion, had to participate, said the Minab resident. Most women in the crowd donned the black chador garment customary to the Islamic Republic, even though it’s not typically worn by Baluch people at funerals.

Parents were told they'd be permitted to take their children’s bodies back to their villages and conduct their own observances, said the resident. In the end, though, many decided to bury their children together.

In footage captured by drone cameras and circulated by state media, workers broke ground on an earthen lot, creating a grid of tiny, identical, unmarked graves.

“The state media advocated a narrative based on IRGC interest,” said Amelirad. “You can tell because they called the kids martyrs.”

Strikes continued to ravage Iran, targeting more sites in its opening days than the start of recent U.S. or Israeli military campaigns, including in Gaza, an Airwars analysis found.

Racing to document the ongoing bombardment, journalists and rights groups struggled to verify details from Minab. They had no access to the target site. Government restrictions in Iran prevented most foreign journalists from entering the country. The opening day of the war, Iran shut down the internet, making it nearly impossible to hear from ordinary civilians.

As the war progressed and the Strait of Hormuz became a major battlefield, the situation in the province grew more tense, said the resident. All branches of the military were deployed heavily in the area. Families of the victims feared retribution for speaking out. People were reportedly being detained for trying to communicate with foreign media.

That left Iran's government in control of the messaging around the strike.

Iran’s soccer team wore golden “#168” pins on their jackets upon their arrival at the FIFA World Cup.

The Iranian team negotiating for a pause to the war with the U.S. named itself “Minab 168.”

The children were depicted as animated Lego figures in viral videos made by pro-Iran groups trolling the U.S.

“In the aftermath of the attack, Iranian authorities ... exploited the suffering of victims’ families and surviving children for propaganda purposes,” wrote Amnesty International in a March report investigating the deaths.

Through it all, there remained no public list of the names of the dead.

Locked out of Iran, researchers focused on the question of responsibility.

Iran blamed the U.S. Trump cast doubt on American culpability and pointed the finger at Iran. Defense Secretary Pete Hegseth said only that the Pentagon was investigating.

Internally, the U.S. military knew more than it initially let on. The clues were buried in their archives.

When the news first surfaced, the U.S. military knew they had conducted strikes in the vicinity — though it took the military time to verify the Iranian claims that a school was struck and begin a formal investigation, said a U.S. official with knowledge of the situation, who spoke on condition of anonymity to discuss the ongoing inquiry.

It appears that while the building housing the school was identified as such by one analyst as early as seven years ago, that discovery was not sufficiently made known across different intelligence and military staffs and agencies, the U.S. official said.

Ultimately, the building was not known among target developers as a school, revealing potential systematic shortfalls in the target analysis and review process, they said.

One former Pentagon official, similarly speaking on condition of anonymity, said the bombing came as a natural result of changes made by the Trump administration to reduce staff to mitigate civilian harm and Hegseth’s emphasis on lethality.

When Hegseth took charge, he slashed the size of an office called the Civilian Protection Center of Excellence, created at the direction of Congress in late 2022. That stopped the office’s work on updating “no-strike lists,” which are lists of protected sites such as hospitals, schools, churches and mosques, that the Pentagon keeps, said Wes Bryant, who began working at the office in 2024 as the Branch Chief of Civil Harm Assessments.

When he was working at the Pentagon, it was well known that the list was out-of-date, he said.

In the last weeks, researchers have made some progress. Airwars, the conflict research group, spent months combing through open-source information to verify the identity of victims. The group determined the names and identities of 157 of the dead, including 123 children, all 13 or younger, and 34 adults. Among the adults are 26 school staff members (one of whom was pregnant) and five parents — each of whom lost at least one child.

The group puts the death toll between 157 and 168 and says between 95 and 111 people were injured.

It’s unclear if the formal results of the military’s Minab investigation will be published. Much of the investigative work has been completed, but the U.S. military’s Central Command, which commissioned the investigation, is currently reviewing the findings.

Findings from similar past investigations have been more timely. When a Hellfire missile killed 10 civilians in Kabul, Afghanistan, on Aug. 29, 2021, the Defense Department claimed responsibility and gave details on its operations in less than a month.

When asked about the Minab investigation last week, Trump said, “I don’t know that they’re ever going to solve that problem." Hegseth said the report would be divulged “when the appropriate time is right.”

Some members of Congress still push for transparency.

In a recent interview, Sen. Mike Rounds, a Republican from South Dakota and a member of the Armed Services and Intelligence committees, said Congress has not gotten enough information on the bombing and expected a full report.

The issue “has not gone away,” he said.

Associated Press writers Konstantin Toropin, Mary Clare Jalonick and Lisa Mascaro in Washington, Sarah El Deeb in Beirut and Amir Hussein Rajdy in Cairo and Jamey Keaten in Geneva contributed to this report.

FILE - A man sits on a bench in a memorial, set for the school children who were killed during a strike on a primary school in southern town of Minab on Feb. 28, in northern Tehran, Iran, Sunday, April 12, 2026. (AP Photo/Vahid Salemi, File)

FILE.- Coffins holding the bodies of mostly children are prepared for the funeral of those killed in a strike Feb. 28 on a primary school in Minab, Iran, Tuesday, March 3, 2026. (Amirhossein Khorgooei/ISNA via AP,File)

FILE.- A coffin is carried during the funeral of mostly children killed in a strike Feb. 28 at a primary school in Minab, Iran, Tuesday, March 3, 2026. (Abbas Zakeri/Mehr News Agency via AP, File)

FILE.- Rescue workers and residents search through the rubble in the aftermath of a strike on a primary school in Minab, Iran, Saturday, Feb. 28, 2026. (Abbas Zakeri/Mehr News Agency via AP, File)

FILE.- This picture, released by the Iranian government's foreign media department and distributed by the AP without changes, shows graves being prepared for the victims, mostly children, of a strike Feb. 28 on a primary school in Minab, Iran, Monday, March 2, 2026. (Iranian Foreign Media Department via AP,File)