“World Cup 2026 could be key for the future of MLS after the Messi era.”

American soccer is preparing to face the biggest test in its recent history: ensuring that the 2026 World Cup leaves a lasting mark and is not merely a fleeting spectacle. With Lionel Messi nearing the end of his career and Major League Soccer (MLS) heavily reliant on the impact of the Argentine star, the major challenge is to ensure that the tournament propels the league into a new era of prominence, rather than becoming a missed opportunity.

A few years ahead of the kick-off of the World Cup to be held in the United States, Canada, and Mexico, Major League Soccer (MLS) has positioned itself as one of the top ten leagues in the world, currently featuring 30 teams, world champion players, and franchise values that exceed, in some cases, one billion dollars. The league’s commissioner, Don Garber, made it clear in his annual speech in December that he expects “the next decade to redefine what is possible for MLS and for North American soccer,” adding that “as the world turns to North America, the 2026 World Cup will serve as rocket fuel for our entire ecosystem, and it will do so for MLS.” However, Garber did not elaborate on how the league might turn this event into a structural and lasting advantage, unlike what happened in 1994, when the World Cup spurred the creation of MLS.


*The World Cup is experienced with LEGO*

[THE 2026 WORLD CUP IS EXPERIENCED WITH LEGO](https://www.lego.com/pt-pt/categories/football/football-gifts-toys)

The central question is whether MLS is truly prepared to capitalize on the surge of interest that always accompanies a World Cup, especially considering the rising cost of living, political polarization, and the economic barriers that many fans are expected to face. In 1994, the legacy was clear: the creation of a solid and sustainable professional league. Now, with Messi’s presence attracting global attention, the uncertainty lies in what will remain when the Argentine leaves the North American pitches.

One of the MLS’s strengths for this cycle is the agreement with Apple TV, which in 2022 established a new era in the broadcasting of league matches. At the beginning of the World Cup season, MLS and Apple decided to eliminate the extra cost of the “MLS Season Pass,” making all matches available to all subscribers of the platform, which has over 45 million users worldwide. The numbers, although private, were highlighted by the league in May, with an average of 7.9 million weekly viewers over the first three months of the 2026 season — a 62% increase compared to the previous year. The most relevant data: the average viewer age is 39.6 years, the lowest among the major North American men’s leagues.

This summer, over a hundred MLS players will represent their national teams in the World Cup, a fact that could strengthen fans’ emotional connection to the domestic competition. However, media visibility challenges persist. Although Apple TV facilitates access to matches, the truth is that MLS remains absent from major traditional North American television channels, such as ESPN, FOX Sports, or TNT, where it is often relegated to the background. Major audiences and public discussion continue to be shaped by what is broadcast on these channels, making it difficult for MLS to compete with the English Premier League, which maintains a constant and dominant presence.

In light of this situation, the obstacles are evident. Without significant exposure on the most popular channels, MLS risks seeing the post-World Cup surge in interest directed towards European football instead of benefiting itself. The very structure of the competition, with new and costly stadiums—often left abandoned after the event—raises doubts about the true legacy the World Cup will leave behind.

Don Garber, in recent statements, emphasized the transformative potential of the event, but acknowledged that “the opportunity will only materialize if the league is able to emotionally connect new fans to its competition.” Messi’s presence may serve as a catalyst, but MLS will need to adopt a more aggressive communication strategy, ensure open broadcasts, and create local narratives that engage fans with the domestic product.

What is at stake is the future of North American football. If MLS is successful, it could establish itself as a true competitor to the major global leagues, attract international talent, and create a new generation of loyal followers. Otherwise, it risks being merely a secondary player on the global stage, wasting the biggest opportunity in its history. In the coming months, the league will need to accelerate its integration into major channels, continue investing in player development, and, above all, ensure that the post-Messi era is not a return to the past, but the beginning of a golden age.

NOW YOU CAN FOLLOW THE WORLD CUP WITH ALL THE INFORMATION – HERE