‘Excitement into habit’: How Major League Soccer is riding the World Cup wave

Following the conclusion of the FIFA World Cup, Major League Soccer reported a 62% surge in ticket sales and a 40% increase in viewership in the week after the tournament ended, with overall viewership already up more than 60% compared to 2025 figures even before the World Cup began. MLS launched its largest-ever coordinated marketing campaign, 'Thanks World, We'll Take It From Here,' featuring stars such as Lionel Messi, David Beckham, and Kevin Hart across all teams. MLS Commissioner Don Garber stated his goal is for the World Cup to serve as 'rocket fuel' to drive the next generation of growth for the league.