As MLS gears up to capitalize on the spotlight during the world’s greatest football event, Growth is emerging as a key initiative in their plans. Commissioner Don Garber has indicated that it’s not a quick solution. It’s a long-term positioning turn to boost the league’s status within the international arena. Planning started as early as 2018. It’s when North America got the hosting rights for the FIFA World Cup 2026. The tournament was viewed as a stepping-stone for MLS leadership.
It was a simple concept. Make the event a catalyst for the league’s development. Since then MLS has continued to grow steadily. There are seven new teams in the competition. This has increased the league’s geographic reach and commercial base. Meanwhile, nine football stadiums have been built. This enhances the match days experience and revenue control for clubs. One of the other major changes is in player recruitment. The MLS has made changes to the rules for rosters to encourage younger international players.
This is in keeping with the trend in football around the world, where development and resale value are important. It also enhances the quality of playing on the field. Consistent increases in attendance have also been observed. There has been increased engagement with the league, in the stadium and via broadcast. This is signifying an increase in the domestic interest before the World Cup.
The 2026 surge, from a market point of view, is being viewed more as an opportunity for MLS. The World Cup will attract the world’s media attention, their sponsors and their audiences. The issue is retention. The metric of success will come down to converting short to long term fans. This is the way Garber’s “North Star” vision is conceived. There is more to MLS than is being presented here.
