Lionel Messi, Son Heung-min, David Beckham, and other Major League Soccer (MLS) players are featured in a new advertising campaign encouraging fans drawn in by the World Cup to explore MLS. The campaign highlights World Cup stars playing in the U.S. and offers free tickets to new fans. MLS, which began in 1996 following the 1994 World Cup, has grown from 10 teams to 30, with many football-specific stadiums. Despite initial concerns about ticket prices, the World Cup saw packed stadiums and record-breaking TV ratings in the U.S., with games drawing audiences comparable to the NFL. MLS aims to join the ranks of elite global leagues, with 45 of its players participating in the 2026 World Cup. The league is often seen as a destination for legendary players like Beckham and Messi. MLS commissioner Don Garber believes the league is commercially strong and is focused on further growth.
QUESTION: How might the increasing popularity of soccer in the U.S. influence the future of sports culture in the country?
Why World Cup can be game-changer for ambitious MLS
