The challenge for MLS appears to be ensuring the World Cup serves as a bridge to its post Messi future. That effort may be aided by a post tournament shift to a more traditional winter based schedule during MLS's first domestic World Cup season.
League leadership also made a massive shift in its Apple TV broadcast approach. After three seasons with most live matches behind an extra paywall through MLS Season Pass on Apple TV, MLS and Apple dropped the extra cost. In May, MLS touted that the new structure was working.
This summer, more than 100 MLS players are set to represent their national teams at the World Cup, and an MLS player lifting the trophy is described as a realistic possibility. With MLS more accessible to viewers, fans could flock to the league, though converting World Cup interest is not as easy as it may seem.
Despite Fox showing several games, MLS rarely features in extra content, and primary ESPN channels do not offer the league a spotlight. CBS showcases domestic soccer but does not hold MLS rights. The English Premier League could stand to benefit most from soccer's increased U.S. interest, given its accessibility on NBC Sports and prominent media presence.
For there to be a true World Cup bump for MLS, there needs to be a deep run by both the USMNT and Canada.
Local World Cup Angles
In San Diego, local coverage tied growing soccer interest to having Major League Soccer matches in Mission Valley, with one writer saying an MLS team in town only adds to the five week soccer feast the World Cup brings.
In Denver, local commentary questioned whether the city missed out by not winning its bid to host World Cup matches. When Denver submitted its bid, it made a final offer, and FIFA wanted assurances the city would cover all cost overruns and make everything whole. One columnist wrote that the right decision feels wrong and that it was hard not to feel a tinge of jealousy while watching World Cup games, while also noting the timing of the bid process was difficult and that the city did not have a prominent local ownership figure comparable to Clark Hunt or Robert Kraft to push the effort through at the time.
