MLS Aims to Ride Messi’s World Cup Momentum Into a New Era

Major League Soccer (MLS) is positioning the sport’s global superstars—most notably Lionel Messi, who will join Inter Miami after the World Cup final on July 16, 2024—to sustain the heightened interest generated by the tournament on U.S. soil. Commissioner Don Garber said the league intends to blend “home-grown talent and global superstars” to keep the momentum alive once the quadrennial event concludes.

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Two decades ago, former England captain David Beckham’s move to the LA Galaxy “kicked the domestic league into another gear.” Garber noted that Messi’s impact is “profound” three years after signing for the Beckham-owned Inter Miami, suggesting a comparable catalyst for growth. The arrival of French forward Antoine Griezmann, recently acquired by Orlando City, adds further star power; Griezmann, the all-time leading scorer for Atlético Madrid, believes the league’s competition level has risen above past standards.

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Garber told Reuters that the World Cup serves as a “launchpad for a new era” in MLS, emphasizing that Messi’s high-profile performances—such as two late assists that propelled Argentina past England in the semi-final—could translate into greater fan draw for club matches. Griezmann echoed this optimism, stating the tournament helps “all kinds of American kids… enjoy soccer and want to start kicking a ball,” and expressed hope that stadium shows will inspire youth participation.

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• “None of us in the league understood what Messi was when he was playing at Barcelona, other than as fans,” — Don Garber, MLS Commissioner

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• “The World Cup also helps so all kinds of American kids can enjoy soccer and want to start kicking a ball,” — Antoine Griezmann, Forward, Orlando City

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These statements underscore MLS’s strategy to capitalize on the World Cup’s exposure, leveraging Messi’s global appeal and the presence of other marquee players to expand the league’s audience and youth engagement.

Reuters