MLS Targets World Cup Boost for $23 Billion League as U.S. Viewership Hits Records
Updated
Updated · The New York Times · Jul 18
MLS Targets World Cup Boost for $23 Billion League as U.S. Viewership Hits Records
3 articles · Updated · The New York Times · Jul 18
Summary
Don Garber is pushing Major League Soccer to convert this summer’s World Cup surge into lasting league growth, with the U.S.-hosted tournament ending Sunday.
Record U.S. television audiences and overall attendance have strengthened Garber’s case that soccer can narrow its gap with established American leagues and top European clubs.
MLS now spans 30 teams, including three in Canada, and carries a combined valuation of about $23 billion—far beyond the landscape when the U.S. hosted the 1994 World Cup without a domestic pro league.
Investor backing has deepened as billionaires and private equity pile in; in April, MLS and KKR announced a strategic investment in MLS Next Pro reportedly worth $150 million to $200 million.
With most teams losing money, are soaring MLS club valuations a sign of a boom or a bubble about to burst?
Will aligning with Europe's calendar elevate MLS's global status or alienate its core American fanbase?
How the 2026 World Cup Sparked Unprecedented Growth in MLS: Attendance, Media Rights, and the Road Ahead
Overview
The 2026 FIFA World Cup, hosted in North America, has sparked unprecedented excitement and global attention, leading to a remarkable surge in Major League Soccer’s fan engagement, viewership, and attendance during the first three months of the season. As global soccer attention intensifies ahead of the summer tournament, MLS has built on its strongest three-year stretch of fan growth, averaging 7.9 million live match viewers per week—a 62% year-over-year increase. This momentum reflects the league’s success in expanding its reach and providing fans with more accessible ways to watch, setting a strong foundation for continued growth.