Major League Soccer is on the verge of a second soccer boom, according to league executives, following a strong showing by MLS players at the 2026 World Cup. Larry Freedman, a founding owner of LAFC, believes the tournament will elevate the league to new heights by showcasing its talent on a global stage.
From 1994 to 2026: A New Era
The first soccer boom in the United States followed the 1994 World Cup, which spurred the creation of MLS. Now, after the influence of stars like David Beckham and Lionel Messi, Freedman argues that the 2026 tournament, co-hosted by the US, Canada, and Mexico, offers an even greater opportunity. "You can look at the World Cup in 1994 and following that, if you wanted to consume the game in the States, your options were limited. Right now, if I want to watch the Premier League, the Bundesliga, La Liga, whatever, I can," Freedman said. He noted that the competitive landscape for viewers' time is more crowded, but the quality of MLS play will attract new fans.
Changing Perceptions
Freedman acknowledged that MLS has long battled an "unfair impression" of being a retirement league or a "bastardised version of the beautiful game." However, he insists that modern marquee signings have shifted the narrative. "When you get a Gareth Bale turning up and his primary motivation is to get himself ready for the 2022 World Cup, from a playing perspective he is nowhere near his retirement," he said. The league will have a record 44 active players at the 2026 World Cup, with 103 former or current MLS players involved overall.
Capitalising on the Moment
MLS has strategically scheduled fixtures on non-World Cup matchdays to capture audiences craving more soccer. One such game is El Trafico, the rivalry match between LAFC and LA Galaxy. "We're fortunate that we're going to be able to take advantage of that moment," Freedman said. "People will have been watching six games a day, then we'll feel like there's not enough because they're not playing every day anymore. We will fill that void with a couple of premier matchups in our league."
Freedman also highlighted the league's partnership with Fox to tell the stories of MLS players at the World Cup. "As a collective, the league are going after it," he added.
