As the 2026 FIFA World Cup draws near, Major League Soccer (MLS) has launched its largest national advertising campaign to date, aimed at capitalizing on the increased interest in soccer in the United States. The campaign, themed "Thanks, world, we’ll take it from here," marks MLS’s return following a World Cup hiatus and signals the league’s readiness to expand its fan base. However, questions remain surrounding whether MLS is prepared to fully seize this moment.

MLS was established following the 1994 World Cup held in the United States and has spent more than three decades building infrastructure—including the construction of soccer-specific stadiums and training facilities—and expanding its footprint across North America. Despite being awarded hosting rights for the 2026 World Cup eight years ago, the league has yet to implement major structural changes. Plans such as transitioning to a summer-to-spring schedule and revamping competition formats are not expected to take effect until 2027 or later. Additionally, significant changes to roster spending rules remain unresolved.

Commissioner Don Garber noted that since winning the World Cup bid in 2018, MLS prioritized infrastructure growth, including the addition of eight new teams and several new stadiums. Critics argue that the league delayed focusing on evolving its competitive and business models until the high-profile arrival of Lionel Messi in 2023, which heightened global attention on MLS.

MLS is also experiencing a pivotal transition in leadership. Garber’s contract concludes in 2027, and league owners are anticipated to vote soon on his successor. This leadership change coincides with ongoing collective bargaining negotiations with the MLS Players Association, making the league’s next steps even more critical.

Key league figures, including Garber, Orlando City owner Mark Wilf, New York City FC CEO Brad Sims, and three-time MLS Cup-winning general manager Garth Lagerwey, express optimism about MLS’s future. All emphasize the necessity for bold, potentially risky changes to advance the league’s competitive standing and global appeal.

Garber acknowledged the league’s history of steady growth through “thoughtful strategy and partnership engagement,” underscoring that any transformation must balance innovation with the preservation of MLS’s foundational successes. Lagerwey urged decisive action, characterizing the current period as a “now or never” opportunity to capitalize on recent investments and global interest.

Among the most discussed reforms is the league’s complex and restrictive roster and salary cap system. Current MLS rules limit teams’ ability to sign players with a total cap hit above roughly $1.8 million without using designated player slots, thereby excluding many mid-tier international players. Rosters are constrained by a patchwork of regulations, including various allocation mechanisms and territorial restrictions on youth recruitment, which critics argue hinder competitive balance and on-field quality.

Sporting directors broadly favor a streamlined approach, advocating for a salary cap with flexible spending aligned with designated player slots. Such a system could encourage diverse club strategies, ranging from domestic player development—an area that benefits the U.S. men’s national team—to attracting marquee international talent. A simplified, transparent salary structure could also foster greater fan engagement and facilitate a dynamic internal market similar to that of Major League Baseball.

Wilf emphasized the importance of remaining competitive within the global market, noting that attracting talent requires financial flexibility alongside recognizing MLS’s unique appeal. Lagerwey suggested that easing roster restrictions would generate compelling narratives throughout the league, as teams cycle through different competitive phases and adopt varied building strategies.

Garber described the ongoing MLS modernization efforts as a deliberate and phased process, referring to the initiative as “MLS 3.0.” While acknowledging the need for transformation, he cautioned against abrupt overhauls, emphasizing the goal of aligning “hardware,” such as infrastructure, with “software,” or business and competitive operations.

Despite missing immediate opportunities to enact rapid change, league officials remain confident in MLS’s long-term potential. Lagerwey summarized the prevailing sentiment: with coordinated effort and strategic evolution, MLS can expand significantly and fulfill the promise illuminated by recent international soccer interest.