MLS aims to turn World Cup attention into lasting growth

Major League Soccer (MLS) Commissioner Don Garber has said that the league is looking at the FIFA World Cup 2026 as an opportunity to convert global attention on North American football into lasting growth in fans, relevance and stature.

Garber said that the planning for the mega event started by MLS back in 2018 when hosting rights were awarded, using the tournament as fuel to improve, expand infrastructure and strengthen the league's global profile.

"We sat back and said, this will be that North Star," Garber told Reuters in an interview.

"What do we need to do to be a different league by the time the World Cup is on our shores?"

Since then, MLS has seen the inclusion of seven teams and nine football-specific stadiums, made changes to roster rules to attract investment in young players, increased attendance by 35% and launched a global media partnership with Apple.

The estimated market value of clubs had also become three times higher compared to 2018 and reaching approximately $23 billion, MLS said.

Garber said MLS want the World Cup to leave long-lasting effects and did not want it to be a short-lived spectacle.

"We don't want the tournament to be like a Taylor Swift concert where there's enormous energy and then it's a period of time until she comes back on tour," he said. "We want this to be more like the front porch to a new house."

He said that after the arrival of Lionel Messi at Inter Miami, the global perception of MLS had changed, noting that the league had outbid Barcelona and Saudi suitors for the Argentine great.

"He certainly did not come here to retire," Garber said. "The guy plays a full 90 every single game and scraps as if winning that game is as important as winning any other match he's played in."

Garber also said that MLS would be interested in signing Mohamed Salah, who ended a nine-year run with Liverpool last month, if the opportunity arose.

"We'd love to sign him," he said. "We'll wait and see how any of those discussions progress."

FIFA World Cup 2026 is scheduled in the US, Canada and Mexico from June 11 to July 19.