MLS commissioner Don Garber emphasized that the momentum from the 2026 FIFA World Cup is a defining moment for the league but not a sudden breakthrough. Instead, it represents years of strategic growth and development, including the expansion of youth academies from zero to 30 in the last eight years since the World Cup was awarded to North America in 2018. Garber highlighted that MLS now benefits from a growing soccer market with many stakeholders involved, and the challenge lies in building deep fan connections in the league’s vibrant stadium environments.

The league has launched its largest coordinated marketing campaign to date, titled “Thanks World, We’ll Take It From Here,” aimed at converting new soccer fans drawn in by the World Cup’s massive viewership. This campaign is part of a broader effort by clubs, federations, brands, and media partners to capitalize on the unprecedented attention the sport has garnered in the U.S. Red Bulls’ chief commercial officer Joe Stetson expressed the shared goal of making MLS the natural next step for fans discovering soccer through the World Cup experience.

A high-profile figure contributing to the post-World Cup hype is Lionel Messi, who starred in Argentina’s run to the final and will soon return to Inter Miami, having led the club to last year’s MLS Cup championship. Despite some past tensions, including a suspension related to the MLS All-Star Game, Garber said the relationship with Messi has improved and welcomed the influence of the globally renowned player as a boost to MLS’s credibility. Messi’s presence symbolizes the league’s progress and its ability to attract marquee talent.

Looking ahead, Garber is preparing for his eventual departure, with MLS owners initiating a formal succession plan as his contract extends through 2027. The league is also set to adopt a fall-to-spring schedule starting next year, aligning with international norms and aiming to attract more star players during their prime years. While MLS continues to rank tenth in global soccer leagues, Garber believes the league has cracked the commercial model and now must elevate its on-field quality to join the world’s top competitions.