World Cup lifts MLS ticket sales and ratings, Commissioner Garber says

Major League Soccer is experiencing an unprecedented boom in fan engagement and viewership following the 2026 World Cup, which the United States co-hosted with Canada and Mexico. MLS Commissioner Don Garber declared the tournament has served as "rocket fuel" for the sport's growth in the U.S., propelling ticket sales up by 62% and television ratings for recent league matches by 40% to 50%.

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We didn't want it just to be a moment in time. We wanted it to be the rocket fuel that would drive the next generation of growth for our league and of the sport in the United States at all levels.

Garber emphasized that the league's goal was to leverage the World Cup's momentum beyond a single event, aiming for sustained growth for the next generation. To capitalize on this, MLS has initiated a national marketing campaign titled, "Thanks world, we'll take it from here." The strategy involves integrating World Cup stars into MLS rosters, expanding community fan festivals, and collaborating with the U.S. Soccer Federation to enhance the sport's profile.

Addressing the U.S. national team's performance, where they were eliminated in the last 16, Garber stressed the importance of a long-term perspective on player development. He expressed openness to exploring new roster incentives with club technical directors and U.S. Soccer to encourage teams to prioritize domestic talent. The league is also strengthening its relationship with Mexico's Liga MX, describing their partnership as "married" and crucial for capturing post-World Cup momentum in North America.

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We have to continue to be better at developing players and managing their pathway from the time they're under 10 until their time to be eligible for our senior national team.

Looking ahead, Garber highlighted the 2028 Los Angeles Olympics as the next major catalyst for soccer in the United States, expressing hope for the U.S. under-23 team to compete for a gold medal. He also confirmed that MLS is undergoing a "robust succession process" for leadership, with his own contract running through 2027, and he expects to remain in a leadership role during this transition period.

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There was a time when we were coming together and it was sort of like we were dating, and now we're married.