Keller’s argument is not that MLS should abandon national ambition. It is that the league should build from the markets where football already feels personal.
The Seattle Sounders, Portland Timbers and Vancouver Whitecaps offer a natural blueprint. Their rivalry network is geographical, emotional and recognisable, giving supporters a reason to care beyond the fixture list. A derby can attract occasional viewers, deepen matchday culture and create stories that travel well beyond the stadium.
“In my opinion, you take this regional success and you grow off them and that is where MLS really grew when I came back,” Keller said.
That principle can apply elsewhere. Clubs need identities rooted in their cities, not simply shared league branding or a rotating cast of international names.
The NFL’s national model is powerful, but football in the United States operates differently. Fans can support a local MLS club while also following Arsenal, Manchester United or another European heavyweight.
MLS therefore competes not only with the NFL, NBA, MLB and NHL, but also with established leagues that already dominate football viewing habits. Asking fans to watch every match is unrealistic. Giving them a rivalry they cannot ignore is more achievable.
The 2026 World Cup can provide a major lift, but attention will fade unless local clubs turn curiosity into habit. Atmosphere, regional storytelling and meaningful competition will matter as much as star power.
The next test for MLS is whether it can make its biggest rivalries feel like annual sporting events rather than occasional marketing opportunities. If the league strengthens those identities, Keller’s regional-first vision could offer a more authentic route to growth than imitation.