MLS 2026: World Cup Boost, Apple Deal Shift & League’s Future Growth
Major League Soccer is entering its 31st season with the upcoming Fifa World Cup as a central focus. Since the United States was awarded co-hosting duties for the 2026 tournament in 2018, the league has seen increased investment from new franchise owners, sponsors, and broadcasters. MLS now aims to leverage the World Cup as a pivotal moment for commercial, cultural, and competitive growth.
A Watershed Moment for MLS
The 2026 season will include a six-week break to accommodate the World Cup. MLS plans to make its largest-ever marketing investment to capitalize on the event, focusing on converting short-term interest into lasting fan engagement and competing with established European leagues for attention. However, 2026 also marks the final full season before a shift to a summer-spring calendar.
Broadcast Changes and Expansion
This season represents the fourth year of a US$2.5 billion global broadcast deal between MLS and Apple, but also signals its early conclusion after the 2028/29 campaign – three-and-a-half years sooner than initially planned. Apple has since dropped the standalone Season Pass add-on, making live MLS matches available as part of a standard Apple TV subscription.
MLS maintains a sublicensing agreement with Fox Sports, which broadcasts an average of 34 regular-season games and eight MLS Cup Playoff matches annually. The league has also secured international broadcast deals with SBS in Australia, Sportdigital in Germany, Dubai TV, and Eurosport India. While MLS’s executive vice president of media, Seth Bacon, stated the priority is driving viewership to Apple, he also acknowledged the value of linear partnerships in expanding reach.
Sponsorship Growth
Sponsorship revenue at the team level reached an estimated US$716 million in 2025, an eight percent increase year-over-year. New jersey patch deals averaged over US$5.5 million annually, and venue naming rights agreements exceeded US$14 million per year. This growth is attributed to new assets, increased category participation, and the league’s rising profile leading up to the 2026 World Cup.
Recent sponsors include Century 21 Real Estate, Corpay, New Era, Walmart, and Chime. MLS also partnered with Polymarket, becoming the first soccer league to integrate prediction market insights into its fan engagement strategy. Long-standing partnerships remain in place with brands like Adidas, Audi, Coca-Cola, Continental, EA Sports, and Procter & Gamble.
Attendance Trends
MLS’s average attendance for the 2025 regular season was 21,988 fans, a five percent decrease from the record high in 2024 and the lowest average since 2022. Despite this decline, the league surpassed 11 million in total attendance for the second consecutive season. The drop in attendance was partially linked to the Fifa Club World Cup and Concacaf Gold Cup, as well as fewer teams utilizing larger venues to capitalize on the popularity of Inter Miami’s Lionel Messi.
Atlanta United led the league in attendance with an average of 43,992 fans per game, followed by Seattle Sounders (30,993) and Charlotte FC (30,664). San Diego FC, in its debut season, ranked fourth with an average of 28,064 fans. Nineteen teams experienced year-over-year declines in attendance, while eight saw increases.
Looking Ahead
Lionel Messi’s contract extension with Inter Miami through 2028 ensures his continued presence when the club opens its new US$1.3 billion, 25,000-seater stadium, Miami Freedom Park, scheduled to open in April. The league is also preparing for a transition to a summer-spring calendar, a move intended to enhance global competitiveness, improve transfer market opportunities, and elevate the prominence of the playoffs.
With commissioner Don Garber’s contract expiring after the 2027 season, discussions regarding succession have begun, though Garber has expressed his intention to remain in his role for the “foreseeable future.” The evolving broadcast landscape and the upcoming calendar shift could shape the league’s future direction.
Frequently Asked Questions
What is the status of the MLS broadcast deal with Apple?
The current global broadcast deal between MLS and Apple, valued at US$2.5 billion, will conclude after the 2028/29 campaign – three-and-a-half years earlier than originally planned. Live MLS matches are now included as part of a standard Apple TV subscription.
What changes are coming to the MLS schedule?
MLS will transition to a summer-spring calendar following the 2026 season. This change is part of the league’s ‘MLS 3.0 vision’ and is intended to strengthen global competitiveness and improve the timing of the playoffs.
How has sponsorship revenue changed for MLS teams?
MLS team-level sponsorship revenue reached an estimated US$716 million in 2025, an eight percent increase year-over-year. New jersey patch deals averaged more than US$5.5 million annually, and venue naming rights agreements exceeded US$14 million per year.
As MLS prepares for the 2026 World Cup and beyond, what impact do you anticipate the shift to a summer-spring schedule will have on the league’s overall growth and international profile?