Planet Money

Can World Cup mania grow MLS in the U.S.?

29 min

This Planet Money episode explores how Major League Soccer (MLS) is leveraging the 2026 World Cup, hosted in the U.S. and Canada, to grow its fanbase and attract top talent. It examines strategies from teams like the New England Revolution (building local passion through World Cup matches) and the Chicago Fire (hosting massive watch parties as a "teriyaki meatball" sampling strategy), highlighting the mixed results of past host countries. The episode also focuses on MLS's unprecedented marketing spend, including ads during the World Cup semifinals and final, and the chance to showcase training facilities to global stars like Lionel Messi.

Summarized by Podsumo

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✨ Key Takeaways

1

MLS faces a "real big problem-tunity" to convert World Cup fervor into sustained interest, as soccer is not the top sport in the U.S. while the World Cup offers a once-in-a-generation opportunity.
2

Teams employ distinct strategies: New England Revolution bets on hosting World Cup matches to inspire local fans, while the Chicago Fire spends $2-3 million on a giant watch party, akin to Costco's meatball sampling approach.
3

MLS is spending tens of millions on ads during the World Cup semifinals and final, sending a bold message: "Thanks, World, we'll take it from here."
4

The arrival of Lionel Messi in MLS is seen as transformative, potentially attracting other stars and disproving the league's reputation as a retirement home.
5

Historical data from past World Cup host countries shows no guaranteed bump for domestic leagues—Italy actually saw a negative effect after 1990.
6

quotes": [
7

"We have to win that experience versus football, versus baseball, versus basketball. And I think the World Cup is a great way of doing that." — Brian Ballelo, President of New England Revolution
8

"I never knew that I needed 800 teriyaki meatballs, but I was walking through the line, I had a chance to sample it. And that's our World Cup strategy" — Dave Baldwin, President of Chicago Fire
9

"Thanks, World, we'll take it from here. It is a bold statement of the confidence that we have in our league and our product." — Camilo, MLS executive

💬 Notable Quotes

"We have to win that experience versus football, versus baseball, versus basketball. And I think the World Cup is a great way of doing that."

— Brian Ballelo, President of New England Revolution
"I never knew that I needed 800 teriyaki meatballs, but I was walking through the line, I had a chance to sample it. And that's our World Cup strategy."

— Dave Baldwin, President of Chicago Fire
"Thanks, World, we'll take it from here. It is a bold statement of the confidence that we have in our league and our product."

— Camilo, MLS executive