Major League Soccer is banking on a ‘World Cup bump’ from the 2026 tournament in North America to fuel its growth, a concept that historically led to the league’s inception in 1996. While Commissioner Don Garber optimistically calls it “rocket fuel,” academic research suggests varied and often inconclusive impacts of major tournaments on domestic league attendance.
MLS is investing heavily in marketing and hopes to leverage its Apple TV deal, but experts question if a significant increase in TV viewership will materialize given the perceived quality difference between World Cup and regular league play. Ultimately, the World Cup may contribute to brand awareness and incremental growth, but a fundamental shift in the league’s trajectory is seen as a more gradual process.