A record 45 million viewers watched the England-Mexico World Cup match in the US, surpassing NFL game ratings and marking a significant milestone for Major League Soccer (MLS). The league is now capitalizing on the momentum, with executives like Dan Courtemanche saying the World Cup has exposed millions to MLS. As the regular season resumes, the league is offering free tickets to new fans and featuring World Cup stars like Lionel Messi and Son Heung-min in an advertising campaign.
The US team’s loss to Belgium drew 33 million viewers on Fox, while the England-Mexico match became the most-watched football game in US history with 45 million viewers across Fox and Telemundo. MLS commissioner Don Garber says the league has made significant commercial progress and is now focused on becoming an elite league on par with Europe’s top competitions.
MLS Growth and Ambitions
Since its establishment in 1996, MLS has grown from 10 teams to 30, with almost as many football-specific stadiums. The league has shown strong growth and now aspires to become an elite league, with 45 MLS players represented at the 2026 World Cup. The average age of new international players in the league is now 23.8 years, dispelling the notion that MLS is a retirement home for superstars.
MLS is changing its calendar in 2027 to adopt a summer-to-spring season, more aligned with Europe, and is investing in youth development leagues. All MLS teams run youth academies, and the competition’s leaders are working to develop young players. However, critics argue that MLS will never compete with Europe until it addresses its “pay-to-play” culture in youth development.
Future of MLS
As MLS continues to grow and develop, it faces challenges in competing with European leagues. The league’s ability to attract and retain top talent will be crucial in its bid to become an elite league. With the World Cup boost, MLS is poised to take its growth to the next level, but it must address its youth development issues to truly compete with the best leagues in the world.
The success of MLS has significant implications for the US sports landscape, as it challenges traditional American sports like football and baseball. As the league continues to grow and develop, it will be interesting to see how it impacts the broader sports culture in the US. With its strong growth and increasing popularity, MLS is becoming a major player in the US sports scene, and its future success will have a lasting impact on the country’s sports landscape.
