Major League Soccer (MLS) Commissioner Don Garber has stated that the league views the upcoming FIFA World Cup, co-hosted by the United States, Mexico, and Canada, as an opportunity to generate lasting and consistent fan interest in North American soccer, rather than a temporary surge of attention that fades after the tournament concludes.
Long-Term Vision for MLS
In an interview with Reuters, Garber explained that MLS began planning for the World Cup immediately after the hosting rights were awarded to the US in 2018. The league has used the event as a catalyst to expand soccer infrastructure, increase the sport's popularity, and elevate the US's standing in the global football community.
"We sat back and said, 'This will be that North Star,'" Garber told Reuters. "What do we need to do to be a different league by the time the World Cup is on our shores?"
Since then, MLS has added seven new teams and nine soccer-specific stadiums, implemented roster rule changes to encourage investment in young talent, and formed a global partnership with Apple. The arrival of global football icon Lionel Messi to Inter Miami in 2023 has also significantly boosted viewership.
Financial Growth and Club Valuations
Garber noted that club valuations have tripled since 2018, with a combined value of $23 billion. He emphasized that the World Cup should not be a fleeting event that quickly fades from public memory. "We do not want the tournament to be like a Taylor Swift concert where there's enormous energy, and then it is a period of time until she comes back on tour," Garber said. "We want this to be more like the front porch to a new house."
Measuring Success Beyond Attendance
While Garber acknowledged that MLS expects a post-World Cup boost in attendance, similar to what other host countries have experienced, he stressed that the league will measure success through broader metrics such as popularity, relevance, awareness, player recognition, and fan involvement. "What we are really going to measure is, through research, whether we are more popular? Are we more relevant? Do more people know about MLS?" he said.
Rejecting Retirement League Label
Garber also dismissed the perception that MLS is a destination for players nearing the end of their top-flight careers. He pointed to the league's competitive nature and the average player age of 26. Regarding Lionel Messi, Garber said his arrival changed global perceptions of MLS. "He certainly did not come here to retire. The guy plays a full 90 every single game and scraps as if winning that game is as important as winning any other match he has played in," Garber remarked.
Interest in Mohamed Salah
When asked about the possibility of signing Mohamed Salah, who recently concluded his nine-year stint with an English Premier League club, Garber expressed interest. "We would love to sign him. We will wait and see how any of those discussions progress," he said.
