I enjoy the game and especially the World Cup; but it is by far not the biggest thing here and it is from a distance. But it is interesting watching it from here. The biggest impact it has had is on the conversation at work. Most of my co-workers are from Ecuador, some are from Brazil, some are from Mexico, the rest from the US. Everybody is watching this as we all have a dog in the fight so to speak. (the Ecuadorians are on another planet of joy right now, it is like the miracle on ice for them. They have been taking it from Brazil, Argentina and everybody else in South America for so long, this is their moment, and they are pretty good even without the elevation. Ecuador has to be my team if the US doesn't make it out of group play. I don't care if they have a legit chance or not.)
Generally there are very few sporting events that have a large enough impact on society that they affect the daily sales of a restaurant like the one I run here in south Minneapolis. The Superbowl hits us like a national holiday, we may as well close. Vikings vs Packers games in the NFL are similar but not quite as big. Other than that there are very few others, usually when other Minnesota teams are contenders in the playoffs, that's about it. And even then it is a smallish thing.
When the US was playing the Czech Republic our sales were down by 25% compared to normal. That is a very big deal all things considered. It is a new thing. While the US has not gone footie-mad, suddenly the World Cup is a real and important event that has a real impact on our society and it's day to day actions.

This never happened in previous World Cups. Except for hockey (which is a Minnesota thing and not a national thing) the Olympics don't do that to our business.