San Diego FC CEO Tom Penn considers the 2026 FIFA World Cup a monumental success for Major League Soccer (MLS), representing what he calls the league’s “second booster” following Lionel Messi’s high-profile arrival in 2023. Penn, who co-founded Los Angeles FC and previously held executive roles in the NBA, expressed that the tournament exceeded his expectations and marked a “magnificent moment” for soccer in the U.S. and North America, drawing packed watch parties and large crowds nationwide, including events hosted by San Diego FC.

Penn highlighted the unique appeal MLS offers compared to European leagues, emphasizing the social and fan experience in stadiums across the U.S. He believes that the communal atmosphere experienced during the World Cup can help convert the tournament’s millions of viewers into regular MLS attendees, stressing that the challenge now lies in encouraging fans to attend live games and fully engage with the league’s vibrant culture.

MLS franchise valuations have been steadily rising as well, with CNBC estimating Inter Miami CF’s worth at $1.6 billion and New York City FC at $1.55 billion in 2026, reflecting growing investor interest and soccer’s deepening roots in American sports culture. Several MLS clubs reported huge ticket sales jumps during the World Cup, such as the Philadelphia Union’s 218% increase and Nashville SC’s 161% boost, indicating heightened local enthusiasm triggered by the tournament.

Despite these positive signs, television ratings for MLS games post-World Cup remain only modestly improved, signaling room for growth in broadcast viewership. Penn also noted MLS’s upcoming switch to a summer-to-spring schedule in 2027 as a critical strategic move to better align with global soccer calendars and capitalize on momentum, although ideally this adjustment would have coincided with the World Cup period to maximize its impact.