MLS Gears Up for World Cup Boost: A League Transformed
Shortly after FIFA awarded the 2026 World Cup to the U.S., Canada and Mexico, MLS Commissioner Don Garber predicted the league would be ready to capitalize on the first men’s World Cup on North American soil since MLS was founded. That moment is now within reach, and the league has undergone a significant transformation in the intervening years.
A League on the Rise: Growth and Investment
MLS has expanded to 30 teams, nearly a third larger than when the World Cup was awarded. The league now has a presence in 24 of the top 30 media markets across the U.S. And Canada. Nine new soccer-specific stadiums have opened, with three more in development. Franchise valuations have surged, and the arrival of Lionel Messi has redefined the league’s ability to attract global talent.
Millions Invested in Marketing for Maximum Impact
Recognizing the potential of the World Cup, MLS and its clubs are investing tens of millions of dollars in marketing efforts. The goal is to amplify the impact of the tournament on North American soccer and ensure the league benefits directly. Camilo Durana, MLS’s executive vice president of properties and events, stated the league will make its “greatest marketing spend” in a single calendar year.
A Two-Pronged Marketing Approach
The marketing strategy involves a central, league-led campaign and market-specific activations by each of the 30 clubs. Owners unanimously approved the investment plan presented during board of governors meetings. Clubs like the Chicago Fire are contributing significantly, with plans to spend over $2 million on local activations beyond their league contribution.
Navigating the Schedule Around the World Cup
MLS owners agreed to implement a European-style calendar, but the change won’t take effect until the summer of 2027. For 2026, the league has built its schedule around the World Cup, implementing a seven-week hiatus from May 25 through July 16. This decision accommodates the fact that five MLS venues and 13 MLS markets will host matches, and many more clubs will provide training facilities to visiting national teams.
The league will resume play on the World Cup rest days between the semifinals and final with a slate of six high-profile rivalry matches, including Nashville SC vs. Atlanta United on a national broadcast network.
Leveraging the World Cup for Long-Term Growth
The league’s marketing campaign, developed with ad agency Ogilvy, aims to connect World Cup viewers with MLS. The message emphasizes that MLS offers a continued outlet for soccer fandom after the tournament concludes. San Diego FC CEO Tom Penn described the campaign as “A+ excellent,” with clear messaging and cool creative.
Host Cities Take Center Stage
MLS clubs in host cities like New York and Houston are collaborating directly with local organizers and leveraging hospitality partnerships with On Location. NYCFC, for example, is significantly increasing its marketing spend and focusing on driving business at its new stadium, Etihad Park. They are likewise actively engaging with potential premium ticket buyers and corporate partners through World Cup hospitality packages.
Non-Host Cities Create Their Own Buzz
Clubs in non-host markets, like Chicago and San Diego, are creating their own World Cup experiences. They are renting large event spaces to host watch parties and fan activations, aiming to capture fan data and build momentum. The Chicago Fire and San Diego FC are offering ticket promotions to convert World Cup viewers into MLS fans.
The Eight-Year Vision Realized
The current investment and activity are the culmination of an eight-year plan initiated after the 2026 World Cup was awarded. New team owners, sponsors, Apple, and supporters have all joined the league with the expectation of a significant boost in soccer’s popularity in North America.
Frequently Asked Questions
- How many teams are currently in MLS? 30 teams.
- When will MLS switch to a European-style calendar? The summer of 2027.
- What is MLS doing to capitalize on the World Cup? Investing tens of millions of dollars in marketing and activations.
- Will MLS games be played during the World Cup? There will be a seven-week hiatus during the majority of the tournament, with a slate of rivalry matches scheduled during rest days.
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