Major League Soccer (MLS) is seizing the momentum generated by the 2026 World Cup, with stars like Lionel Messi and Son Heung-min urging new fans to engage with the league. An advertising campaign showcases these players inviting fans to enjoy the regular season, even offering free tickets to newcomers.

According to MLS executive vice-president Dan Courtemanche, the World Cup has introduced millions to MLS, and the league aims to capitalize on this exposure. MLS, born from the 1994 World Cup, now boasts 30 clubs and numerous football-specific stadiums, a significant growth from its inception.

Despite concerns about attendance due to high ticket prices, the World Cup matches saw packed stadiums and impressive broadcast ratings:

• 33 million viewers watched the US team's loss to Belgium, making it the most-watched football game on a single US network.
• 45 million viewers tuned in for England's last-16 win over Mexico, a record for US football.

MLS Commissioner Don Garber highlighted the league's commercial viability, aiming to match elite European leagues. With 45 players from MLS participating in the World Cup, including Messi and Rodrigo de Paul in the final, the league is shedding its outdated reputation as a retirement destination for stars.

MLS is adapting, planning to shift to a summer-to-spring season in 2027, aligning more closely with European leagues. Investment in youth development is also a priority, with all teams operating youth academies.

While critics point to the “pay-to-play” culture in US youth sports as a barrier, MLS is committed to evolving its development processes. Commissioner Garber emphasizes the importance of nurturing young talent for both MLS and the national team.

The league's appeal is bolstered by celebrity ownership, with figures like Will Ferrell and Reese Witherspoon involved. The financial growth is evident, as clubs like Seattle Sounders have seen their value soar from $30 million to over $900 million. With this foundation, MLS is poised for a transformative future.