MLS World Cup momentum runs into TV money test
After record World Cup audiences, ESPN reports MLS is weighing spending changes while chasing a richer media deal.
By Georgia Hale · Staff Writer
3 min read
MLS World Cup momentum is now commissioner Don Garber's biggest business test: after record soccer audiences in the United States, ESPN reports the league is trying to turn a tournament surge into bigger revenue, better players and a more visible product.
The numbers gave the league plenty to shout about. According to ESPN, more than 50 million people in the U.S. watched the men's national team lose to Belgium in the round of 16, while more than 60 million watched the final, making it the most-watched soccer telecast ever.
MLS has answered with its largest marketing spend, the league told ESPN, putting tens of millions of dollars behind the campaign line, “Thanks, world. We'll take it from here.” Teams also hosted World Cup watch parties that drew tens of thousands, while free ticket promotions brought in thousands more, ESPN reported.
Can MLS turn World Cup momentum into TV money?
That is the durable question for the 30-team league. ESPN reported that MLS executives are debating whether the next jump comes from keeping stadiums full and protecting costs, or spending more on players to make the league more attractive to broadcasters.
The league has real muscle now. Sportico estimated MLS generates $2.5 billion in revenue, and Lionel Messi plays for Inter Miami. Garber also told ESPN that MLS teams have built or renovated 27 stadiums, a sign of the league's long shift from survival act to established sports property.
Valuations tell the same story. Sportico estimated MLS has 18 of the world's 50 most valuable soccer clubs, with Inter Miami at $1.45 billion. Real Madrid topped that list at $7.7 billion.
The catch is quality. Global Football Rankings places MLS 10th in the world, according to ESPN. The league also faces limits on two growth engines that powered its rise: expansion fees and stadium development.
MLS has added seven clubs since 2019 for about $1.5 billion in total expansion fees, ESPN reported. San Diego FC, the league's 30th team, paid $500 million before beginning play in 2025, according to ESPN.
Why broadcast revenue is the pressure point
MLS signed a 10-year Apple TV deal in 2022 worth $250 million annually, ESPN reported, though the league pays production costs that reduce the net benefit. ESPN also reported that Apple and MLS have agreed to end the arrangement after the 2029 season.
Two people familiar with ownership discussions told ESPN that some owners want the next rights fee to land in the $400 million to $500 million range. Stefan Szymanski, co-author of “Soccernomics,” told ESPN that top sports leagues depend on broadcast money and that better talent is the way to become a stronger TV product.
Player spending is the flashpoint. ESPN reported that MLS's current salary cap is about $6.4 million per team, with extra mechanisms that allow higher spending. Most payrolls sit between $13 million and $20 million, while Inter Miami's is $46 million.
Multiple stakeholders told ESPN the league is reviewing simpler roster rules that could include a cap and floor between $15 million and $30 million, plus added flexibility for stars. The MLS Players Association declined ESPN's request for comment.
Garber, who will step down at the end of 2027, has defended MLS's cautious model. He pointed ESPN to clubs abroad that have faced financial trouble, including Botafogo's missed payments in the Thiago Almada transfer from Atlanta United, a case FIFA and the Court of Arbitration for Sport ruled in Atlanta's favor.
MLS also plans to flip its schedule in 2027 to align with international leagues, ESPN reported. The league says 45 MLS players appeared on World Cup rosters and logged more than 8,000 minutes, the most outside Europe's top five leagues.
This story draws on original reporting from ESPN.com.