Major League Soccer (MLS) is counting on the momentum generated by the 2026 World Cup, hosted partly in the U.S., to spur long-term growth in popularity and franchise valuations. The league has leveraged the presence of superstar Lionel Messi, who leads Inter Miami and competed in the World Cup final with Argentina, to boost credibility and fan interest. All 30 teams invested in a coordinated advertising campaign around the tournament, and many are offering free tickets to attract new fans. MLS executives believe the World Cup will serve as a catalyst to build a sustainable fan base, although they acknowledge the impact will be gradual and challenging to quantify right away.

MLS team valuations have surged in recent years, fueled by new stadiums and the Messi effect. Sporting Kansas City sold for about $700 million earlier this year, pushing the average franchise valuation to roughly $731 million, a fourfold increase from a decade ago. Inter Miami tops the list at $1.35 billion, surpassing some NHL teams and rivaling Major League Baseball clubs. However, some investors and sports advisors caution that these valuations may be inflated beyond what current revenue and fundamentals justify. The league’s average valuation-to-revenue multiple exceeds those of even elite European clubs like Manchester United and Real Madrid, stirring debate about whether MLS can sustain its growth trajectory.

Despite impressive franchise valuations, MLS still faces hurdles in attendance and TV viewership. Average stadium attendance has declined slightly this season to about 22,000 per game, far below the capacities of 30,000-plus modern soccer-specific stadiums that the league has built since 2018. TV and streaming ratings have improved, partly thanks to more accessible Apple TV coverage of matches, but MLS games still attract far fewer viewers than major American sports leagues. The league’s existing Apple TV broadcast rights deal, signed in 2022 for $2.5 billion over ten years, fell short of expectations, leaving broadcasters and investors uncertain about future media rights values amid competition from NFL and MLB deals.

Financially, profitability remains an issue for many MLS clubs, with Forbes estimating that 19 of 30 teams operated at a loss in 2025. This contrasts with Mexico’s Liga MX, which draws similar fans and TV viewership but is often more profitable. Some MLS franchises like the Vancouver Whitecaps and San Jose Earthquakes have been on the market for years without buyers at current valuations, signaling potential limits to the league’s financial expansion. The league’s move to a July-to-May calendar from 2027-28 and marquee international signings such as Son Heung-min and Antoine Griezmann aim to improve competitiveness and attract fans, but investors remain watchful about whether MLS can break through to the next level beyond the World Cup-induced hype.