Key takeaways:
-MLS's evolution shows how a unified digital home can expand global reach, strengthen brand identity, and create the conditions to attract top talent.
– Strategic tech partnerships — from AI-driven commentary to automated highlights — demonstrate how innovation directly boosts discoverability and engagement.
– Aligning operations with global calendars amplifies competitiveness, and with the 2026 World Cup approaching, MLS is positioned for unprecedented momentum.
Back in February, when MLS kicked off its 30th season, ESPN marked the milestone with an article that posed one overarching question: Where will the league be in another 30 years?
According to a new book, “The Rise of Major League Soccer: Building a Global Giant,” the answer is: among the world’s top football leagues. Co-authored by Norm O’Reilly, Dean of the College of Business at the University of New England, and Rick Burton, Professor of Sport Management at Syracuse University, the book dives into the decisions, partnerships, and influences that have positioned MLS for long-term success.
“It’s a case study in how vision, strategy, and persistence can build something truly global,” explained Burton. “There are key takeaways, learnings, and best practices that sport business professionals can apply in their own work. We wanted this to be both a useful resource and a compelling story.”
Streaming First: MLS’s Defining Shift
The story they're telling has two main components. The first is digital reach. Burton & O’Reilly dedicate an entire chapter to the landmark 10-year deal MLS signed with Apple TV in 2022, which saw the tech giant become the exclusive global home to all the league's games. The deal, which was recently revised, was a forward-looking move, the authors contend, since digital streaming is clearly the future of television. As the book quotes: “Radio made baseball. TV made the NFL. Digital will make MLS.”
The Apple deal was also one of the building blocks — alongside the 1994 World Cup, soccer-specific stadiums, and the David Beckham signing — that made Lionel Messi’s arrival in the MLS possible. “This is where the Messi factor really comes into play,” noted O’Reilly. “Now, it doesn’t matter where you are — whether you’re in Spain or Argentina — if you want to follow your old star, you can easily do it through Apple.”
The MLS's commitment to digital technology has become even stronger following the Apple deal. Since 2023, the league has collaborated with several sports- and broadcast-centric technology companies to grow its audience. “Whether that's the work we're doing with Camb.AI to offer fans commentary in multiple languages, or in the creation of highlights with a company like WSC Sports, we believe that technology can really have an impact,” said Chris Schlosser, Senior Vice President of Emerging Ventures at MLS.
The impact has been significant. In its 30th regular season, the league set new benchmarks for viewership and digital engagement:
-MLS games averaged 3.7 million viewers per week – a 29% increase over 2024.
-League and club social media accounts registered a record 13.7 billion impressions in 2025, up 17% from a year earlier.
-MLS channels now reach over 109 million followers – a 10% year-over-year increase
-Son Heung-min and Thomas Müller have provided a 182% lift in impressions and 193% lift in engagements across MLS, LAFC, and Vancouver Whitecaps FC channels since arriving.
Aligning With the Global Game
To reach the next step, said O’Reilly, “the league has to attract top global talent in their prime, not just players at the tail end of their careers. And the first piece — the Apple deal and digital reach — might help lead to that second goal, because it brings in the kind of money that allows you to compete for top talent. If MLS can align its player transfer windows with the global football calendar, that could elevate the league to a whole new level.”
That's exactly what the league has done. In November, after more than a year of internal discussions, MLS owners voted to flip the calendar so that the season would begin in July and run through May, instead of playing from February through December, as is the current practice. The new format, which starts in July 2027, has various strategic benefits:
-It will allow MLS teams to operate in sync with the global transfer market, creating more opportunities to acquire and sell top talent.
-Teams will be able to fully integrate new signings before the start of the regular season.
-The new schedule is aligned with the FIFA calendar, significantly reducing conflicts around league matches and national team games, especially during summer tournaments.
-The league's most exciting stretch — the end of the regular season and the playoffs — will no longer clash with college football and the NFL.
A blueprint for modern league building
In its first 30 years, MLS has shown how forward-thinking structural decisions can transform a league from a domestic upstart into an international force. This mindset — bold, experimental, digitally fluent — is what separates the organizations shaping the next era from those merely adapting to it.
As the league approaches its showcase moment — the MLS Cup final on Saturday — an even bigger opportunity is on the horizon. With the US set to host the 2026 FIFA World Cup (alongside Canada and Mexico), MLS is in a perfect position to continue its ascent. “The 1994 World Cup changed soccer in North America,” said O’Reilly. “The 2026 World Cup is going to take it to an entirely new level, and MLS will be the biggest beneficiary of that growth.”
Actionable insights
-Design a truly global content strategy. Make every asset (highlights, interviews, behind-the-scenes moments) accessible across platforms and regions so fans can follow your product from anywhere.
-Use technology to scale personalization. Automated multilingual commentary, instant highlight creation, and adaptive formats help you reach diverse audiences without overwhelming internal teams.
-Map content to your competitive calendar. Align major storylines, player arrivals, and tentpole moments with global cycles to maximize relevance, discoverability, and engagement.
