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Fox, Nike among biggest losers after U.S. fails to reach World Cup

Taylor Twellman vents his frustrations after the U.S. failed to qualify for the World Cup for the first time since 1986.
U.S. head coach Bruce Arena calls his team's failure to qualify for the World Cup "a blemish and a disappointment."

On Tuesday night, the United States failed to make the World Cup for the first time since 1986, and missing out results in plenty of money lost.

Although exact numbers won't ever be known, the biggest losers of the result are clear.

Fox Sports: The news of the U.S. team's elimination comes just 13 days after Fox announced that the 2018 World Cup would be the biggest production in the brand's 24-year history, with 350 live hours of programming.

Fox paid about $200 million for the Cup, and giving the advertisers the numbers they want might be difficult with the English language broadcaster's home team not playing.

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Nike: Selling jerseys of the U.S. National Team isn't a particularly huge business for Nike, but it does have some scale. Nike added nine years to its most recent deal, which runs through the 2022 World Cup, but the brand can't capitalize for another four years with Tuesday's loss.

Sports bars: Come World Cup time, sports bars in the United States come alive. Sure, it might be only a couple matches, but it adds up -- especially when a seven- to 10-hour time difference with Russia allows bars to open and serve during matches in the morning, when they would not otherwise be doing business.

Major League Soccer: There's no doubt that American stars doing well on the big stage help the MLS gain relevance. Just look at all the attention Clint Dempsey garnered for the Seattle Sounders when he starred in the 2014 World Cup. Not having that stage could make it less important for Christian Pulisic to possibly leave Europe to play in the U.S.

Youth Soccer: When U.S. Youth Soccer participation grew by 9 percent in 2014, the organization said one of the reasons for the growth was the excitement generated by the World Cup that summer. While watching the game and playing it are two different products, one can certainly lead to the other. If the U.S. isn't playing, the exposure to the game is more limited, and it's harder to get kids to try the game.

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