Arabic version: الدوري الأميركي يستهدف استثمار زخم كأس العالم

According to BBC News, Major League Soccer is seeking to turn World Cup interest in the United States into lasting support as its regular season resumes. A campaign featuring Lionel Messi, Son Heung-min, David Beckham and other MLS players invites new fans to follow the league, which is also offering free tickets.

MLS executive vice-president Dan Courtemanche said the World Cup had exposed millions of people to the competition and that the league intended to build on that momentum. MLS began in 1996 with 10 teams and no purpose-built stadiums; it now has 30 clubs and almost as many football-specific venues.

World Cup viewing figures highlighted the scale of interest. The United States’ last-16 defeat by Belgium drew more than 33 million viewers on Fox, while England’s last-16 victory over Mexico attracted a combined 45 million viewers across Fox and Telemundo. Those figures remain below the 127.7 million viewers for the most-watched Super Bowl in 2025.

Forty-five MLS players featured at the 2026 World Cup, including Argentina’s Messi and Rodrigo de Paul in the final. Courtemanche said the league’s image as a destination mainly for older stars was outdated, adding that the average age of new international players is now 23.8. MLS will switch to a summer-to-spring calendar in 2027, aligning more closely with Europe.

League leaders are also investing in youth development, though critics point to the cost of private lessons and travel teams before players reach free MLS academies. Commissioner Don Garber said MLS had established itself commercially and now needed to improve other areas. New York Red Bulls coach Michael Bradley said the World Cup had strengthened the sport’s standing, adding: “I think we can all unequivocally say in 2026, football is not going anywhere.”