Over in Los Angeles – where hosts USA will play two of their three group games – it has been a similar story with regards to promotion of the World Cup.
There are banners on the streets coming out of Los Angeles Airport promoting ‘LA26’ and the tournament, while electronic billboards rotate the various members of the USA squad and a large mural in downtown LA features Argentina legend Lionel Messi. Some convenience stores also sell World Cup-related merchandise.
However, for non-football fans, it would be quite easy to be oblivious to the fact that the tournament is about to get under way.
One taxi driver transporting BBC World Service colleagues expressed their surprise that such an event was set to begin, saying “There’s a World Cup happening? Who’s playing?”
But for organisers the expectation is the excitement will grow as the tournament goes on.
“I think we have had a slow build that is leading to a frothy frenzy,” says Larry Freedman, co-chairman of the Los Angeles World Cup Host Committee.
“It has been such a long time coming and with so many other sports and activities in LA people have been thinking about what they will do tomorrow, not two or three years out.
“But now we are on the eve of it kicking off people are getting very, very excited. We have a very diverse community here and people from all over the world who will have teams participating in this tournament.”
For the fans, there is certainly more excitement among them for being in the city where their country will play their games, even if they aren’t necessarily die-hard football supporters.
In Santa Monica, Isaiah and Husna – both from Sacramento County – were looking forward to experiencing the tournament.
“I’m pretty excited,” Isaiah told BBC Sport.
“I’ve never actually watched the World Cup but I will watch it this year.
“I think it will be exciting because it is here in LA now and LA is where it is at. It will be something different.”
Husna added: “Many people don’t know what the World Cup is here, but now it is in LA and this is a big popular place they will know about it and watch it.”
Both, however, admitted they were unaware of who the USA faced in their opening game.
The younger generation of Americans BBC Sport spoke to – ones who did not experience the tournament when it was last held in the USA 32 years ago – certainly seemed to be excited.
One such fan, Mahon, said: “We have watch parties set up so we are very excited for it.
“We do have a few friends who are not really into soccer but we are trying to get into them that we are Team USA – country pride.
“I think it has surpassed baseball in popularity here, but I don’t think it will get as big as American football or basketball.
“People will get into it.”
