MLS Commissioner Don Garber views the recent World Cup as "rocket fuel" for football in the United States, surpassing expectations in terms of television ratings, social media engagement, and overall public interest. He stated the tournament demonstrated a massive market for the sport, provided great games and fan experiences, and connected with a broad audience beyond just hardcore fans. This surge in interest has given the MLS an opportunity to convert casual viewers into supporters of local clubs.
Garber, who has led MLS since 1999, highlighted that the league's preparations for this moment began in 2018. Since then, MLS has expanded to 30 teams, added seven teams and nine purpose-built stadiums, increased attendance by 35%, and secured a global media partnership with Apple. He emphasized that these infrastructure improvements and strategic changes, such as modifying roster rules to attract star players like Lionel Messi, were all aimed at capitalizing on the World Cup's momentum and enhancing the league's global profile.
Garber is now pursuing "MLS 3.0," a strategy focused on making the league more globally competitive. Key initiatives include aligning the MLS season with the international football calendar, transitioning from its current late February to early December schedule to a summer-to-spring format, and instituting a shortened "sprint season" next year. The strategy also involves re-evaluating roster rules to give teams greater flexibility in recruiting international players and expanding the league's development system. While club valuations have reportedly tripled since 2018 to approximately $23 billion, the focus now shifts to improving the on-field product and achieving global recognition, potentially through expanded Leagues Cup or Concacaf Champions Cup participation to access the Club World Cup. MLS also used the World Cup period to stage six league games between the semi-finals and final, an unprecedented move, and offers initiatives like "First Match on Us" to engage new fans.
