In 1988, just before Major League Soccer (MLS) launched, soccer in the U.S. was grappling with a big challenge. The 1994 World Cup was set to take place in the U.S. only if there was a robust soccer league in place. With the North American Soccer League fading by 1985, this seemed daunting. However, in 1996, MLS kicked off, largely thanks to the excitement generated by that upcoming World Cup.
MLS was born from the buzz of the 1994 World Cup. Many star players from the tournament joined the league, and teams featured key U.S. national players. Without the World Cup, experts argue MLS might never have existed or thrived. For the past thirty years, soccer fans have speculated about the “World Cup bump,” where interest in MLS spikes every four years due to this global event.
This summer, the World Cup returns to the U.S., and MLS leaders are eager to capitalize on the excitement. Commissioner Don Garber believes the tournament will be a game-changer. He’s hinted that the World Cup will fuel the league’s growth, potentially reshaping soccer in North America for the next decade.
However, opinions vary on whether this “bump” is real. Research shows that MLS attendance can rise by about 9% the year after a World Cup. Yet, many argue that increased attendance might not solely be due to the World Cup; it could be influenced by other factors like team improvements or star player signings.
Stefan Szymanski, a professor at the University of Michigan who studies soccer economics, points out that while some countries see attendance boosts after hosting big tournaments, the results can be mixed. His research indicates that attendance trends often continue upward due to pre-existing interest.
For instance, while some tournaments resulted in spikes, others had little or no impact. After the 2010 World Cup, South Africa saw no noticeable increase in attendance. In contrast, after the 2006 World Cup in Germany, many clubs experienced a surge in fans.
In terms of marketing, MLS is ramping up efforts to make the most out of this year’s World Cup. The league plans to launch a comprehensive advertising campaign, aimed not just at boosting attendance but also increasing brand recognition and viewership. A significant investment in marketing reflects this ambition. As Radhika Duggal, MLS’s chief marketing officer, puts it, the focus is on creating a perception of MLS as “fun” and “welcoming.”
Many MLS players, including stars like Lionel Messi, will showcase their skills on the world stage this summer. This exposure could attract casual soccer fans who might check out MLS games afterward. However, concerns linger. Will fans who are thrilled by the World Cup return to watch regular MLS matches? Szymanski believes that MLS also needs to improve its television audience, which might not happen easily.
As MLS embraces streaming on platforms like Apple TV, it faces competition for attention in a world shifting away from traditional television. This year, Apple’s streaming service is set to reach about 45 million subscribers, offering an expansive potential audience.
Looking ahead, after the World Cup, MLS has other big events on the horizon, such as the 2028 Summer Olympics in Los Angeles and the Women’s World Cup in 2029. While these events won’t provide the same immediate boost as the World Cup, they’re still crucial for soccer’s growth in the U.S.
The journey for MLS has been slow and steady, marked by milestones, from the days of Beckham to the arrival of star names. This summer’s World Cup may offer a much-needed splash of visibility, but whether it will significantly alter the long-term path of MLS remains uncertain.
For more insights from experts in the field of soccer economics, you can check out the detailed work by the University of Michigan and Soccernomics.
