American soccer power

Published: Friday, May 9, 2025 at 5:05 am

From Underdog to Global Giant: How MLS Transformed American Soccer

Major League Soccer (MLS) has defied expectations, transforming from a struggling league on the brink of collapse to a global force in the world of soccer. A new book, "The Rise of Major League Soccer: Building a Global Giant" by Rick Burton and Norm O'Reilly, chronicles this remarkable journey.

The book highlights the challenges MLS faced in its early years, including financial struggles and a lack of fan base. Unlike previous American soccer leagues like the NASL, which struggled to gain traction, MLS has found a winning formula. The authors point to several key factors behind MLS's success. A pivotal moment was the groundbreaking deal with Apple in June 2022, a ten-year agreement worth a minimum of $2.5 billion. This partnership provided unprecedented global visibility for MLS games, removing local blackouts and restrictions.

Another crucial element has been the acquisition of international soccer superstars. Following in the footsteps of the NASL's strategy of bringing in global talent, MLS signed David Beckham in 2007, paving the way for the "designated player" rule, allowing teams to attract high-profile players like Thierry Henry, Wayne Rooney, and Zlatan Ibrahimović. The arrival of Lionel Messi at Inter Miami CF in 2023 further amplified the league's popularity, with average ticket prices soaring.

The book also explores the impact of the 1994 FIFA World Cup, hosted by the United States, which helped put the country on the soccer map and laid the groundwork for MLS's launch. The success of Toronto FC, a Canadian team that won the MLS Cup in 2017, also contributed to the league's global reach.

In 2024, MLS boasted the second-highest attendance of any soccer league globally, selling over 12 million tickets. Burton and O'Reilly predict continued growth for MLS, suggesting that America is rapidly becoming a soccer-loving nation.

BNN's Perspective: While the influx of international stars and the Apple deal are undoubtedly significant, it's important to acknowledge the long-term commitment and strategic vision of MLS leadership. They've navigated challenges and built a league that is now a major player in the global sports landscape. The league's success is a testament to their ability to adapt and innovate, and it will be interesting to see how they continue to evolve.

Keywords:
MLS, Major League Soccer, soccer, American soccer, Apple, David Beckham, Lionel Messi, Toronto FC, sports league, attendance, global growth, soccer stars, FIFA World Cup, sports business, North American Soccer League, NASL, Thierry Henry, Wayne Rooney, Zlatan Ibrahimović, Inter Miami CF, sports marketing

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