Major League Soccer (MLS) stands at a pivotal moment as it prepares for its 31st season, with the upcoming 2026 FIFA World Cup looming large. The league is strategically positioning itself to capitalize on the tournament’s momentum, aiming to translate the surge in interest into sustained growth both commercially, and competitively. This year will be particularly significant as MLS undertakes a substantial marketing investment and prepares for a major calendar shift.
The impact of co-hosting the World Cup – alongside the United States and Mexico – has already spurred investment from franchise owners, sponsors, and broadcasters since 2018. Now, the league is focused on converting that initial enthusiasm into long-term fan engagement, a challenge that requires navigating a changing media landscape and competing with established European soccer leagues for attention. The 2026 season will also be the final full campaign before MLS transitions to a summer-to-spring schedule, a fundamental change designed to align with global soccer norms.
The business of MLS is undergoing a significant transformation, marked by evolving broadcast arrangements, a surge in sponsorship revenue, and a recalibration of its schedule. These changes, coupled with the anticipation surrounding the World Cup, create a unique opportunity for the league to solidify its position in the North American sports market.
Broadcast Rights and the Apple Partnership
The fourth season of MLS’s exclusive global broadcast deal with Apple, valued at US$2.5 billion, is also signaling the beginning of the end for the partnership. The agreement will conclude after the 2028/29 campaign – three-and-a-half years earlier than initially planned. This shift came shortly after Apple removed the standalone Season Pass add-on, making all live MLS matches available as part of a standard Apple TV subscription.
While Apple remains central to MLS’s broadcast strategy, the league continues to explore supplementary distribution channels. MLS maintains a sublicensing agreement with Fox Sports in the US, which broadcasts an average of 34 regular-season games and eight MLS Cup Playoff matches annually. In March 2024, the league expanded its international reach with a partnership with Australia’s SBS, its first overseas broadcast deal since the Apple agreement. Further linear deals have been secured in Germany (Sportdigital), Dubai (Dubai TV), and India (Eurosport India).
Seth Bacon, MLS’s executive vice president of media, emphasized the league’s priority is to “drive people to MLS and where that lives is on Apple,” while acknowledging the value of linear partners in expanding accessibility, according to SportsPro.
Sponsorship Growth and Financial Health
Sponsorship revenue continues to be a key driver of MLS’s financial growth. Adidas remains a founding partner and its longest-standing sponsor, with a current six-year deal running through 2028, valued at US$830 million. Recent additions to the league’s sponsorship portfolio include Century 21 Real Estate, Corpay, New Era, and Walmart (added in 2025), following eight new additions in 2024. Chime was announced as the league’s official retail banking, credit card, and debit card partner in February 2026, and MLS has partnered with Polymarket, claiming to be the first soccer league to integrate prediction market insights into fan engagement.
According to SponsorUnited, MLS team-level sponsorship revenue reached an estimated US$716 million in 2025, an eight percent year-over-year increase. New jersey patch deals averaged over US$5.5 million annually, and venue naming rights agreements exceeded US$14 million per year. This growth is attributed to increased premium assets, expanding category participation, and the league’s rising cultural relevance, particularly in anticipation of the 2026 World Cup.
Attendance Trends and Stadium Developments
Despite overall growth, MLS experienced a five percent decline in average attendance during the 2025 regular season, averaging 21,988 fans – the lowest since 2022, according to the Sports Business Journal. However, total attendance still surpassed 11 million for the second consecutive season. The decline was partially attributed to the FIFA Club World Cup and Concacaf Gold Cup, which diverted fan attention during the summer months.
Atlanta United continues to lead the league in attendance, averaging 43,992 fans per game, followed by Seattle Sounders (30,993) and Charlotte FC (30,664). San Diego FC, in its debut season, ranked fourth with an average of 28,064 fans at Snapdragon Stadium. Nineteen teams saw declines in attendance, while eight experienced increases.
Inter Miami is poised to open its new US$1.3 billion, 25,000-seater stadium, Miami Freedom Park, in April, after breaking ground in August 2023. The club has played at the 21,500-seater Chase Stadium in Fort Lauderdale since its MLS debut in 2020.
Looking Ahead: Schedule Changes and Leadership
The 2026 MLS season will include a seven-week break to accommodate the World Cup, as reported by ESPN. Beyond the World Cup, the league is preparing for a significant shift to a summer-to-spring calendar, a move Commissioner Don Garber has described as part of his ‘MLS 3.0 vision’ to enhance global competitiveness and optimize the playoff schedule.
With Garber’s contract expiring after the 2027 season, discussions surrounding succession planning have begun. Garber has expressed his intention to remain in his role for the “foreseeable future,” but the league is undoubtedly preparing for a transition in leadership.
As MLS navigates these changes, the league’s ability to capitalize on the momentum generated by the World Cup and successfully implement its long-term strategic vision will be crucial. The coming years will define whether MLS can solidify its position as a major force in the global soccer landscape. What remains to be seen is how the league will balance short-term gains from the World Cup with the long-term goals of sustainable growth and increased fan engagement.
What are your thoughts on the future of MLS? Share your predictions and insights in the comments below.
