Why World Cup can be game-changer for ambitious MLS

What the report says

BBC Sport reports that Major League Soccer is trying to convert the surge of interest from the 2026 World Cup into lasting growth, with a new campaign featuring Lionel Messi, Son Heung-min, David Beckham and other MLS-linked figures urging newly engaged football fans to follow the league as its regular season resumes. MLS executive Dan Courtemanche told the BBC the tournament had introduced millions of people to the league and said it intends to build on that attention.

The article frames MLS as a legacy of the 1994 World Cup in the United States, noting that Fifa required the creation of a professional league as part of that hosting bid. Since launching in 1996 with 10 teams and no purpose-built venues, MLS has expanded to 30 clubs and nearly as many football-specific stadiums. BBC Sport says the 2026 tournament drew strong crowds and TV audiences in the US, including more than 33 million on Fox for the US last-16 defeat by Belgium and a combined 45 million across Fox and Telemundo for England’s last-16 win over Mexico.

League officials argue MLS is already commercially strong but still needs to close the sporting gap with Europe’s top leagues. The BBC highlights 45 MLS players appearing at the World Cup, a planned 2027 calendar shift toward a summer-to-spring season, and investment in academies and youth leagues. Courtemanche said the league’s image as a late-career destination is outdated, citing a younger average age for new international signings.

The report also notes obstacles, including the US youth “pay-to-play” pathway and competition from American football for young athletes and attention. New York Red Bulls coach Michael Bradley told the BBC the country lacks the sport’s long history, but said football’s place in the US now looks secure.