Important points
Major League Soccer hopes this year’s World Cup will be a defining moment in the league’s history. MLS Commissioner Don Garber did not disappoint. The World Cup kicks off in Mexico City on Thursday with South Africa vs. Mexico at the famous Estadio Azteca. In 1994, when FIFA granted the rights to host the World Cup to the United States, it included a special condition: the U.S. Soccer Federation create a new league to grow the sport domestically. That grew MLS. In recent years, the league has positioned this year’s World Cup as the next big step in its evolution. After the World Cup, the league changes completely for the season. Starting in the summer of 2027, MLS will adopt the same summer-spring season as Europe’s top leagues. With this change, the MLS playoffs will be moved from competing against American football (the 2026 MLS Cup is scheduled for December 18th), to May, and against lower-rated NBA and NHL teams. Additionally, MLS is aligning its transfer window with European leagues so that it can acquire and sell top players. “Attendance will increase, but it’s really just a short-term energy boost,” Gerber said in an interview. “Are we getting more media coverage? Are we getting more social followers? Are more fans interested in our content? Are there players like (Lionel) Messi, Antoine Griezmann, players coming to Orlando who are saying Major League Soccer is the league of their choice?” Garber has plans to make sure the World Cup’s attention doesn’t disappear when it concludes in July. Twenty-two MLS clubs have already signed up to the ‘First Match On Us’ promotion, which allows fans who have never seen an MLS match to watch their first game for free. MLS has currently suspended 45 of its players from participating in the World Cup. The league will end its hiatus on July 16, between the World Cup semi-finals and final, and will be in the spotlight as the world gets into full-fledged soccer mode. Growing the sport in America is also a major goal for FIFA President Gianni Infantino, who spoke with CNBC’s Sarah Eisen this week. “Our purpose in coming here is to make sure that soccer really becomes one of the top, top sports in the United States,” Infantino said. “This is the sport of the world, and this country is the most important country in the world, so there’s no way the number one sport in the world isn’t number one here.” There’s no question that soccer has grown in popularity in the United States since 1994 (according to the latest Economist survey, 10% of Americans say soccer is their favorite sport, ahead of baseball). But Garber’s MLS strategy is designed to be long-term and is rooted in the league’s decision to change the schedule. This will begin with next year’s “Sprint Season”, with MLS having a shortened schedule from February to May, which will be incorporated into the new schedule. “We want our club to be even more relevant. We want MLS to be part of the cultural conversation,” Gerber said. “It’s also a question of fit. We don’t want to be the American version of the beautiful game. We want to play the beautiful game here and in Canada and be respected and admired for how we align with the rest of the world.” CNBC Sports recently published a list of the most valuable soccer franchises. Inter Miami was No. 1 among MLS teams with $1.6 billion, but still fell short of 13 European clubs. Gerber said he realized that MLS has not yet been able to make its team a global brand, which is likely to be the key to boosting its reputation and putting the organization on par with Europe’s top leagues in terms of talent. Inter Miami, led by Messi, is the only international brand, Gerber acknowledged. “We need multiple teams with global fans,” Garber said. “In order to compete with the world, I want my team to be as valuable as Chelsea, as valuable as Real Madrid, Barcelona, Bayern Munich. To do that, this league has to have a player base that is comparable to the world.” Garber will do his best to help the U.S. make a run for the Cup this year. There is little doubt that the Americans’ breakthrough will bring about miracles in MLS, especially if MLS players play a major role in the success of the American national team. Still, he said the league is no longer dependent on team performance, a change from the past. Garber became convinced of this after MLS continued to grow after 2018, even though the U.S. team failed to qualify for the World Cup. “We have interdependence, but not dependence,” Gerber said. “I’m going to go to those games, and as a fan I’m going to wear my Stars and Stripes hat and wave the flag…I’m hopeful and I’m rooting for it. But I don’t believe it will have a material impact on Major League Soccer.” WATCH: MLS Commissioner Don Garber on his ideal World Cup and why Apple’s MLS Season Pass failed
