MLS Aims for Lasting Impact from FIFA World Cup 2026
MLS Looks to Capitalize on FIFA World Cup 2026
Los Angeles [US], June 8: Don Garber, the Commissioner of Major League Soccer (MLS), expressed that the league views the upcoming FIFA World Cup, co-hosted by the USA, Mexico, and Canada, as a pivotal opportunity to maintain sustained fan engagement in North American soccer, even after the tournament concludes.
In an interview with a news outlet, Garber revealed that MLS began strategizing for the World Cup following the announcement of the US hosting rights in 2018. The league aims to leverage this event to enhance the country's soccer infrastructure and elevate its status in the global football arena.
Garber stated, "We took a step back and identified this as our guiding star. What steps do we need to take to transform the league by the time the World Cup arrives on our doorstep?"
Since that time, MLS has expanded by adding seven new teams and nine soccer-specific stadiums, while also promoting investment in young talent through changes in roster regulations. The league's partnership with Apple and the arrival of global superstar Lionel Messi at Inter Miami in 2023 have significantly boosted viewership.
According to MLS, club valuations have surged threefold since 2018, now totaling around 23 billion USD.
Garber emphasized that MLS aims for the World Cup to have a lasting impact rather than being a fleeting event, likening it to a Taylor Swift concert that generates excitement but leaves a long gap before the next performance. He stated, "We want this to serve as the welcoming front porch to a new house."
He also anticipates a rise in attendance following the World Cup, noting that many domestic leagues in host nations have seen similar benefits. However, he clarified that the league's success will be evaluated through broader metrics such as popularity, relevance, awareness, player recognition, and fan engagement.
"Our true measure will be through research—are we gaining popularity? Are we becoming more relevant? Are more people aware of MLS?" Garber remarked.
He dismissed the notion that MLS is merely a retirement destination for aging footballers, highlighting the league's competitiveness and the average player age of 26.
Garber noted that Messi's presence in Miami has transformed global perceptions of MLS, emphasizing that the football icon approaches each MLS match with the same seriousness as any other game in his illustrious career.
"He certainly did not come here to retire. He plays a full 90 minutes every match and competes as if winning is as crucial as in any other game he has participated in," he stated.
Garber concluded by expressing interest in signing Mohamed Salah, who recently ended his nine-year tenure with a prominent English football club, saying, "We would love to sign him. We will wait and see how discussions unfold."