A post-tournament update says ticket sales and television ratings have both risen, giving the league reason for optimism. But a short-term lift is only a starting point. MLS needs compelling matches, recognizable players and a matchday experience that makes a return visit feel worthwhile.
The league’s response, as described in the update, reaches beyond promotion. It includes bringing World Cup stars into the domestic game and expanding fan events-ways to make the tournament’s excitement feel connected to local clubs rather than a one-off spectacle.
Garber has also pointed to player development and potential roster incentives, while the league is seeking closer ties with US Soccer and Liga MX. That combination matters: events can bring new audiences through the door, but better pathways for players and stronger football can give those audiences a reason to stay.
The relationship with Liga MX offers another route to sustained interest, connecting domestic growth with a familiar regional rivalry. The hard part will be making these strands reinforce one another instead of leaving them as separate initiatives.
The next test will come in MLS’s roster-building decisions and its ability to turn fan festivals and broadcast interest into regular engagement. The World Cup may provide a rare opening; what the league does in the next stretch of its season will help determine whether that opening becomes lasting growth.