Major League Soccer (MLS) is embracing a “transformative” phase in 2023, marked by the arrival of soccer legend Lionel Messi.
MLS Commissioner Don Garber expressed pride in the league’s growth, citing historic events such as Messi‘s spectacular debut with Inter Miami, the launch of the Leagues Cup, and a groundbreaking partnership with Apple.
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“His impact has been unimaginable,” Garber said.
“We are now not just part of the global conversation, but one of the biggest stories in global football. The eyes of the world are now on Major League Soccer because the best player in the game is here and succeeding.”
Garber acknowledged the successful partnerships with top sponsors such as Adidas, Audi, AT&T, Captain Morgan, and The Home Depot, indicating the league’s value to the advertising community. The recent renewal of sponsorship deals showcases MLS’s ability to deliver real value to its partners.
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Messi’s contribution
However, discussions about MLS inevitably revolve around Lionel Messi. Garber emphasized the goal of capturing a new audience drawn by Messi‘s presence, noting the record-breaking stadium attendance and nearly 12 million spectators during the season.
He addressed concerns about ticket prices for Messi‘s matches, citing the affordability of MLS tickets compared to other professional sports in the U.S.
With Messi contracted until 2025, Garber expressed optimism about the league’s continued growth beyond that period.
He encouraged a broader perspective, asking, “What does MLS want to be by 2027?” The focus extends beyond players, encompassing the fan experience, competition, and overall league format.
MLS expansion plans
Garber also touched on expansion plans, confirming San Diego as the next stop for MLS growth in 2025. While the league has no current plans to exceed 30 teams, Garber acknowledged the possibility.
“We have no plans to go beyond 30 teams at this point, but I’ll say we never say never to anything,” he said.
“We’ve got to look at how all this develops over the next number of years and if expansion makes sense at the right time, there’s a market with the facility and the opportunity for us to manage the competitive format and everything related to that, then we’ll certainly consider it.”
Looking ahead, Garber highlighted the excitement in North America for upcoming soccer events, including the Copa America in 2024, the Gold Cup, FIFA expanded Club World Cup in 2025, and the pinnacle – the World Cup in 2026.
“For the next few years, North America will be the epicenter for the beautiful game,” he said.
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