Now that the 2026 World Cup has finished, football's calendar has snapped straight back into its usual non-stop rhythm, with domestic leagues and cup competitions across Europe and beyond already under way or about to start. Guardian writer Leander Schaerlaeckens argues this constant churn undermines the sport's own appeal, since the World Cup's rarity and shared global audience are precisely what make it feel special, whereas the relentless year-round supply of club football dilutes attention and makes most matches feel routine and easily ignored.

Just a week after the World Cup ended, the Scottish Premiership, Dutch Eredivisie and English Carabao Cup are all kicking off, while European qualifying rounds began as early as 7 July, Liga MX's Apertura is already two rounds in, and Major League Soccer resumed on 16 July. The article notes the World Cup itself expanded by 50% to 48 teams for 2026, with Fifa reportedly keen on an even larger 64-team, more frequent format, contrasting this with the NFL's approach of preserving scarcity to keep its product feeling like a genuine event rather than an ever-present background hum.