Why World Cup can be game-changer for ambitious MLS
The 2026 World Cup, hosted in the US, has generated massive interest in soccer, and Major League Soccer (MLS) is aggressively capitalizing on the momentum. MLS launched an ad campaign featuring stars like Lionel Messi and Son Heung-min, offering free tickets to new fans. The league, itself a legacy of the 1994 World Cup, now has 30 clubs and football-specific stadiums. Record TV ratings for World Cup matches in the US rival NFL numbers. MLS aims to become an elite global league, shifting its calendar to align with Europe and investing in youth academies. Commissioner Don Garber says the league has cracked the commercial code but needs to improve on-field quality. The average age of new international players is now 23.8, countering the 'retirement league' reputation.
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