The sudden roar and cheer from local revelers at a pub a block away could be heard from my 12th floor office. The sound of U-S-A U-S-A rushed through my mind and suddenly it hit me. I have the fever. With the USA Soccer team perhaps three minutes from elimination Landon Donovan (undoubtedly now the greatest US-born soccer player) scored advancing the United States to the second round at the World Cup with a 1-0 win over Algeria. It was just the fifth shutout in World Cup play for the United States and the first time since 1930 that it won its Group.

I admit I am a baseball hot dog apple pie and Chevrolet kinda guy. Growing up I never played soccer. In fact it was not part of my high school athletic department until several years after I had departed. Yes that dates me a bit but the point is I’ve had to learn about the sport from a fan perspective not a player’s point-of-view. And in the years since 1994 when the United States hosted the World Cup and Brazil beat Italy in the final match a lot of Americans including myself have been learning the game.

While the average American may not know a free kick from a penalty-kick nor a yellow card from an off sides trap soccer has finally managed to make it into the collective mainstream of 21st century America. This is due in part because of a successful soccer league in the MLS some extremely savvy marketing expansion of television betting the internet and good old American word-of-mouth.

As the world's most widely viewed sporting event (over 715 million people watched the final match of the 2006 World Cup held in Germany) the World Cup is the quintessential marketer’s dream. Some of the astronomical business figures include:

• $1.6 Billion - the revenue of FIFA in 2009 - topping the one billion mark due to the successful staging of the tournament in Africa for the first time in its history.
• $305 million - the amount top sponsors such as Hyundai Sony Adidas Coca-Cola Emirates and VISA are paying to be 'FIFA Partners' - including worldwide rights to two World Cups over seven years ($40 million per year).
• $649 million by Television rights in 2009 $550 million in 2008 further revenue from marketing rights contributed $277 million and $253 million respectively.
• Over $2 Billion in bets will be placed worldwide (legal and not legal) by fans.
• $103 million - the amount beer can maker Rexam is investing in Brazil this year raising output in South America 11 per cent.

And why not spend money on the World Cup since investments can pay back big for sponsors. Leading up to the 2006 World Cup Adidas reported a 37 percent increase in first-quarter sales and reported sales of $1.5 billion during the month-long tournament.

This year’s Cup is also the most digital as audiences will be able to watch every game except the 10 broadcast on ABC streaming live online at espn3.com (as long as they connect with Verizon Comcast AT&T or one of the more than 140 service providers listed). They can watch 25 World Cup games on 3D TV through ESPN’s new 3D channel. They can catch all 64 matches on the go with FLO TV which allows viewers to watch every World Cup game live on a mobile TV device. Even Hollywood has gotten into the game with planting the seed of the "New Soccer Revolution" with Invictus that starred Morgan Freeman and Matt Damon albeit it was rugby. You cannot help but note the timing and locale of it being in South Africa. Apple jumped on the soccer gravy train with its "ESPN FIFA World Cup" application that enables iPhone users to keep track of their teams. Even search engine Yahoo! has a soccer toolbar add-on.

And while America may never reach the fervor or passionate following of the Dutch Orange Brazilian Selecao or even the Italian Azzurri a new generation of soccer fans have been given the gift of now being the part of something truly special.

With the recent additions our everyday water-cooler vernacular such as the ear-splitting vuvuzela horns the much-maligned Jabulani soccer ball the more maligned and English goalie Robert Green along with new villain Mali FIFA referee Koman Coulibaly whose phantom call took away a potential game-winning goal from the US you cannot help but wonder if he and Jim Joyce are distant cousins.

Despite all of that with the growing fervor of soccer (futbol for those outside the US) the term "US soccer fan" will no longer be an oxymoron but a newly accepted part of the American mainstream. Now if I can find a #10 Landon Donovan jersey I’ll be ready for the knockout round!