As the 2023 FIFA World Cup reached its final stages, Major League Soccer (MLS) launched a comprehensive national advertising campaign, marking a renewed effort to capitalize on the tournament's surge in soccer interest across the United States. The campaign, touted as the most ambitious in league history, featured the tagline "Thanks, world, we’ll take it from here," signaling MLS’s intent to build on the momentum and expand its fanbase. However, questions remain about whether the league is prepared to take the next significant step in its development.
MLS was founded in response to the 1994 World Cup hosted by the United States and has spent more than three decades establishing its presence through heavy investments in soccer-specific stadiums and training infrastructure. With the 2026 World Cup scheduled to be co-hosted by the United States, Canada, and Mexico, the league has had nearly eight years to prepare for a potential growth surge. Despite this, major structural changes to the league’s format and schedule are not expected until after 2026, with a full transition to a summer-to-spring calendar and competition format redesign slated for 2027 or later. Furthermore, a critical overhaul of roster spending rules remains undecided.
MLS Commissioner Don Garber emphasized that since the 2018 World Cup bid win, the league’s primary focus has been on expanding infrastructure, including adding eight new teams and constructing new stadiums. Some critics argue this delayed necessary discussions on evolving the league’s competitive structure, suggesting that meaningful talks only gained traction following the high-profile signing of Lionel Messi in 2023.
The league is currently navigating several significant transitions not only in strategy but also in leadership and labor relations. Garber’s contract expires in 2027, and league owners are expected to select his successor soon. At the same time, negotiations with the MLS Players Association are ongoing, underscoring a period of uncertainty amid the league’s planned transformations.
Despite differing views, there is broad agreement among league insiders on the necessity of change. Garth Lagerwey, a three-time MLS Cup-winning general manager, described the present moment as a critical juncture, urging the league to “lean in” and leverage recent investments to grow the sport further. Orlando City owner Mark Wilf echoed this perspective, stressing the importance of remaining competitive in the global market for players.
One of the most contentious issues is the league’s complex salary and roster rules, which many say constrain competitiveness and player development. Current regulations limit total salary cap hits and restrict player acquisition strategies, including protections on “homegrown territories” that reduce opportunities for broader youth scouting. Many league executives advocate for a simplified salary cap system with fewer restrictions, allowing teams more flexibility to build rosters, sign quality players, and develop diverse team-building strategies.
Owners remain divided on the scope of change, with some favoring a cautious, evolutionary approach and others advocating for a complete structural overhaul. Inter Miami owner Jorge Mas expressed the more radical view, calling for a deep “tear down” of the existing system.
Garber has stressed a balanced approach, describing the league’s next phase as "MLS 3.0," which seeks to build upon past successes and carefully implement broad reforms over time rather than through abrupt shifts. Transparency, both in operations and salary structures, is seen as a vital component for increasing fan engagement.
As MLS strives to capitalize on recently heightened soccer interest in the U.S., key stakeholders emphasize the league’s potential for substantial growth if it embraces strategic evolution. Lagerwey summarized the mood succinctly: “Now it’s time to work together and to seize this moment and to see what MLS can be,” reflecting optimism tempered by recognition of the challenges ahead.