The upcoming 2026 World Cup, co-hosted by Mexico, Canada, and the United States, presents a monumental opportunity for football in North America, and Major League Soccer (MLS) Commissioner Don Garber has articulated his vision for leveraging the tournament’s impact. As MLS celebrates its 30th season, Garber emphasises the need to convert the temporary excitement surrounding the World Cup into lasting improvements within the American football ecosystem.
Echoes of ’94 and Aspirations for ’26
Drawing parallels with the 1994 World Cup, which served as a catalyst for the formation of MLS, Garber anticipates the 2026 edition will surpass its predecessor in terms of overall impact and engagement.
“I think it’s more interest overall in the game, right?” Garber stated, highlighting the need to capitalise on moments that resonate culturally. He envisions a scenario where football becomes a prominent topic of conversation, extending beyond dedicated fans to capture the attention of a wider audience.
Garber believes the true measure of success lies in the long-term benefits derived from the tournament, transforming fleeting enthusiasm into sustained growth for domestic leagues, especially MLS.
Capitalising on World Cup Momentum
To achieve this, Garber stresses the importance of proactive engagement and strategic initiatives.
- Fan Engagement: Creating vibrant fan zones and interactive experiences to connect with both casual and dedicated supporters.
- Player Integration: Highlighting MLS players who represent their national teams, fostering a sense of pride and connection.
- Strategic Positioning: Placing MLS at the forefront of football conversations, ensuring the league benefits from the World Cup’s visibility.
Garber is keen to avoid a fleeting surge of interest, emphasising the need for a “big, long-lasting and legacy-making and meaningful” impact.
Ambitions for MLS on the Global Stage
Looking ahead, Garber expressed his ambition for MLS to become a leading football league globally. He referenced the recent high-profile signing of Son Heung-Min, formerly of Tottenham Hotspur, as evidence that top players are increasingly drawn to MLS.
“I do believe that MLS can be one of the top leagues in the world, if not top league of the world,” Garber asserted, pointing to the influx of talented players and the quality of facilities.
Financial Foundations for Success
Garber acknowledges that financial investment is crucial for MLS to compete with established European leagues. The key lies in generating sufficient revenue to attract and retain top talent.
“So what we’re really missing is, how could we compete on the field against the best clubs in the world? And that’s really just about money,” Garber explained. He believes that with increased financial resources, MLS can leverage its cultural appeal and the desirability of living in North America to become a dominant force in world football. The ability to fund competitive salary budgets, mirroring those of top European leagues, is essential.
The Legacy of ’94 and the Path Forward
The establishment of MLS was intrinsically linked to the United States’ hosting of the 1994 FIFA World Cup. Since then, the league has grown to encompass 30 teams, establishing itself as a significant player in the global football landscape.
Potential Schedule Adjustments
MLS is contemplating a significant shift in its schedule to better align with FIFA’s international calendar. This potential change, which would not take effect until after the 2026 World Cup at the earliest, reflects the league’s ambition to enhance its global integration.
Garber acknowledges the complexities of such a decision, given the diverse climate and time zones across MLS teams. However, he believes aligning with international standards is crucial for the league’s brand and its participation in the player transfer market.
Key benefits of aligning with FIFA’s calendar include:
- Enhanced Global Brand: Strengthening MLS’s reputation as a prominent and influential league on the world stage.
- Improved Player Transfers: Facilitating greater involvement in the international player transfer market.
The decision to adjust the schedule will not be taken lightly, but it underscores MLS’s commitment to continuous improvement and its ambition to compete at the highest level of global football.