A sense of stagnation is setting in around Major League Soccer (MLS) as the league approaches the 2026 World Cup. While the 1994 World Cup gave birth to MLS, the upcoming tournament may not automatically boost the league. Many clubs have vibrant fanbases and dedicated stadiums, but MLS has hit a ceiling in terms of budgets and global relevance. The league hopes the World Cup will provide a much-needed jolt, but it is unclear how exactly it will benefit.
The Legacy of 1994 vs. 2026
The 1994 World Cup left a tangible legacy: Major League Soccer. However, the 2026 World Cup is different. No proceeds are earmarked for MLS investment, leaving the league to create its own bump. The league has grown to 30 teams with strong youth academies, but it still lags behind top European leagues in budget and visibility.
Signs of Stagnation
MLS does not feel as central to the conversation as in previous World Cup summers. TV ratings are hard to gauge due to the Apple TV paywall, but a gap exists between MLS and leagues like the Premier League or Liga MX. The Vancouver Whitecaps' struggles illustrate the league's failure to ascend, despite having a historic soccer city and strong on-field product.
Star Imports and the Retirement League Stigma
MLS has recently imported stars like Son Heung-min, James Rodriguez, and Marco Reus, with more expected. Critics call it a retirement league, but relevance is key in the attention economy. The league should pursue aging superstars to create continuity between the World Cup and MLS season. Even if some don't star in the World Cup, their presence can boost interest.
Ultimately, MLS must turn the 2026 World Cup into an accelerant. If not, the 1994 World Cup will be remembered as the launchpad, while 2026 becomes just another tournament that happened in the US.
