MLS Sets Sights on Worldwide Audience as 2026 World Cup Approaches
CONCACAF president Victor Montagliani didn't mince words: "I want Atlanta United fans in London, in Germany." His statement crystallizes Major League Soccer's current ambition — expanding beyond North American borders to capture genuine international attention.
Speaking at the Business of Soccer conference held in Atlanta this week, MLS commissioner Don Garber outlined a bold vision for the league's trajectory: future growth "is going to be to grow our fan base and our business outside the United States and Canada." This represents a remarkable shift for a competition that attracted 12 million spectators last season — trailing only England's Premier League — after spending three decades simply trying to win over American sports fans.
Salary restrictions remain a fundamental challenge
The structural reality is unforgiving: elite European clubs like Real Madrid and Manchester United operate without salary caps. MLS has one. No amount of marketing wizardry can eliminate that competitive disadvantage.
The league has utilized its "designated player" mechanism to circumvent these constraints for marquee acquisitions — Lionel Messi most recently, David Beckham in years past, and this week's additions of Son Heung-min and Antoine Griezmann. These high-profile arrivals create authentic worldwide interest. However, Garber appears to be tempering expectations about league-funded superstar transactions, effectively closing the door on speculation around players like Mohamed Salah. "I'm not sure the league needs to get involved in those kinds of deals going forward," he acknowledged, despite expressing personal interest in bringing Salah to North America.
It's a self-assured position. Whether the competition can maintain momentum without consistently attracting global icons remains the crucial question.
The 2026 tournament presents a limited but genuine opportunity
The 2026 FIFA World Cup, jointly hosted by the United States, Canada, and Mexico, serves as the clear opportunity for this international expansion. MLS is preparing an extensive marketing initiative designed to transform World Cup attendees into loyal domestic league supporters after the final whistle blows on the tournament. Brian Bilello, president of the New England Revolution, highlighted the league's infrastructure as a legitimate advantage — multiple national squads have utilized MLS training complexes and departed thoroughly impressed. "This is better than the training center that I train at with my club every day," represents exactly the testimonial that resonates with athletes evaluating potential moves.
The calendar restructuring carries significance as well. Beginning next season, MLS transitions to a summer-to-spring schedule, synchronizing with international football and eliminating a practical obstacle to recruiting European players during their off-season. While primarily a logistical adjustment, it demonstrates the league's commitment to functioning within global football's framework rather than maintaining American exceptionalism.
Whether this strategy ultimately results in German supporters caring about Atlanta United on a midweek evening remains uncertain. Generations of tradition and inherited fandom aren't constructed through a single World Cup summer and a revised calendar. Nevertheless, MLS is at least confronting the fundamental challenges — even if definitive solutions remain elusive.