A New Chapter for MLS
Major League Soccer is turning its gaze toward the 2026 World Cup as a catalyst for renewal, hoping to replicate the surge in popularity that followed the 1994 tournament that birthed the league.
The league has rolled out a series of fan‑focused experiments, from watch parties in Chicago to complimentary tickets for first‑time attendees, all under a marketing banner that features Lionel Messi.
Messi’s move to Inter Miami in 2023 has already lifted attendance and TV ratings, and the campaign titled “Thanks World, We’ll Take It From Here” uses his global appeal to signal a new chapter for the sport in North America.
Showcasing the Stadiums
Facilities across the country have been earmarked for World Cup training camps, allowing MLS venues to demonstrate that they can meet the demands of elite international squads.
Despite these efforts, many American supporters still gravitate toward Europe’s top leagues, but MLS sees the World Cup as a chance to convert viewers into players and investors.
Executives such as Dave Baldwin and Brian Bilello have spoken about the ambition to broaden the talent pool and raise the competitive standard, a vision that could reshape the league’s trajectory.