Major League Soccer is entering a high-stakes phase as the men’s World Cup approaches North America in 2026, and league chief Don Garber has been preparing for years. The focus is growth, global reach, and a stronger place in the sports market, with new media deals, expansion clubs, and a surge of attention around stars like Lionel Messi.
Garber, who has led MLS since 1999, has repeatedly framed the next two years as a chance to scale. New teams, stadium projects, and a streaming strategy aim to turn attention into long-term gains. The league’s plans will soon meet a real-world test: ticket sales, TV audiences, and fan loyalty.
“Don Garber, the M.L.S. commissioner, has been planning for this moment for eight years.”
How MLS Built to This Point
MLS has added clubs at a rapid clip, with San Diego set to join in 2025. The league will have 30 teams, up from 19 a decade ago. Many new clubs arrived with soccer-specific stadiums and deep-pocketed owners. That has changed the profile of the league in many cities.
In 2022, MLS struck a 10-year streaming partnership with Apple, starting in the 2023 season. The deal put every match on a single platform in more than 100 countries. It reduced local blackouts and aimed to build a global audience, though it also shifted many games behind a subscription paywall.
The arrival of Lionel Messi at Inter Miami in 2023 boosted ticket demand, social media reach, and merchandise sales. Some clubs saw sellouts when Miami visited. The league hopes that attention can translate into steady viewership and growth for other teams as well.
The Strategy: Consolidate, Globalize, Monetize
Executives have pursued a tight set of goals linked to 2026. They want steadier revenue from media rights, growth in sponsorships, and higher attendance. They also want stronger youth development to feed clubs with local talent and lower transfer spending.
- More teams and new markets to widen the fan base
- Centralized media rights to scale audiences
- Star power to bring casual viewers into the fold
- Cross-border tournaments to raise the level of play
The expanded Leagues Cup with Liga MX, launched in 2023, is a key part of this plan. It introduces knockout play in midseason and a direct comparison with Mexican clubs, which have long set the regional standard.
What the Numbers Will Need to Show
Growth will be judged by simple measures. Clubs need fuller stadiums, higher season-ticket renewals, and stronger local engagement after the Messi bump. Streaming data will be a focus as MLS and Apple refine how to reach fans. Sponsors will watch how much time users spend with the product and how many stay through the season.
Economists point to the cost side. Expansion fees have climbed, along with stadium and training facility investments. Clubs will look for player sales abroad, local media content, and matchday experiences that justify higher prices. Fans have voiced concerns about costs rising too fast, especially for marquee games.
Different Views on the Path Ahead
Supporters of the plan say a unified media platform and international stars give MLS a chance to scale like never before. They argue that consistent production quality and simple access can build habits. They also see the World Cup as a once-in-a-generation moment to convert casual interest into regular support.
Critics warn that a subscription-heavy model risks losing local viewers who once watched on free TV. They also note that interest clustered around a few high-profile players can fade if those players miss time or leave. To address this, team academies and smart recruiting will need to produce more homegrown and undervalued talent.
What to Watch Through 2026
The league’s next phase will hinge on execution. Can clubs translate event-driven spikes into steady attendance on cold midweek nights. Will streaming metrics show growth across many teams, not just Miami. And can Leagues Cup successes lift MLS clubs in the CONCACAF Champions Cup, where regional prestige is earned.
Garber’s plan connects these pieces. Expansion broadens the map. The Apple partnership centralizes reach. High-profile signings open doors to new fans. Youth pipelines can sustain quality without runaway spending. The test is whether these parts line up at the same time.
The run-up to 2026 offers a clear scoreboard. If season-ticket bases stay strong, streaming engagement improves, and more clubs contend for regional titles, MLS will exit the World Cup period stronger. If not, the league may need to rethink pricing, local visibility, and talent pathways.
For now, the league is exactly where its leader intended: poised for a moment years in the making, with the next two seasons set to show how much staying power that plan holds.
