MLS Commissioner Don Garber said that the league is “treating the 2026 FIFA World Cup not as a six-week showcase but as the launchpad for a new era, aiming to convert global attention on North American soccer into lasting growth in fans, relevance and stature,” according to Rory Carroll of REUTERS. Garber said that MLS “began planning for the tournament after hosting rights were awarded in 2018,” using the event as “fuel to expand, improve infrastructure and strengthen the league’s global profile.” Garber added that MLS “did not want the World Cup to be a short-lived spectacle that faded once the tournament ended.” He said that MLS “expected a post-World Cup boost in attendance,” as domestic leagues in host countries have historically benefited from the event. But he added that the league “would measure success more broadly through popularity, relevance, awareness, player recognition and fan engagement” (REUTERS, 6/8). Concacaf President Victor Montagliani is convinced that the World Cup can “make football a truly North American sport for the first time.” He noted in particular the potential of MLS is “huge, and it can grow to become the second-biggest league in the world. Maybe even the first” (London GUARDIAN, 6/8).
SPECIAL EXPERIENCE: REUTERS’ Catchpole & Mcknight wrote Seattle’s two pro soccer clubs -- the Sounders and the Reign -- hope that they “have created an unforgettable waterfront venue for fans to watch games and for kids to play: a pierside barge with a mini soccer pitch, a huge video screen and amenities.” The barge commemorates a campaign by the RAVE Foundation, the clubs’ charitable arm, to “build 52 mini soccer pitches in communities around Washington state where children had nowhere to play.” Sounders and Reign CRO Courtney Carter noted about 18 months ago, club execs “looked around the room at each other...and said, ‘How are we going to show up for the World Cup?’” (REUTERS, 6/8).
PARTNERING UP: In Massachusetts, Peyton Doyle notes to take advantage of the interest and spectacle of the World Cup, and the seven matches hosted at Gillette Stadium, Boston Legacy FC “are partnering with FIFA during the tournament.” Legacy CRO Amina Bulman said, “We’re working with FIFA to be a part of the fan zone in Providence. … We’re trying to stay out and visible in the community and find ways for fans to engage with the club even while we have this break in games.” Whether it is at watch parties co-hosted by FIFA or just at other World Cup activations, the Legacy also “want to take the time for the fans to better get to know the players they watch” (MASSLIVE, 6/9).
