Why World Cup can be game-changer for ambitious MLS

Why World Cup can be game-changer for ambitious MLSImage source, Getty ImagesImage caption, Lionel Messi was one of 45 MLS players to feature at the World CupByRegan Morris, Atin Los Angeles and Pratiksha Ghildial, Atin New YorkPublished4 minutes agoComments"Thanks world, We'll take it from here."That's the message from Lionel Messi, Son Heung-min, David Beckham and dozens of Major League Soccer players in an advertising campaign urging new football fans created by the World Cup to check out MLS.The slick film showcases World Cup stars who play in the US top flight, inviting fans to join them as the regular season resumes. The league is even offering free tickets to new fans."The World Cup has now exposed millions of people to Major League Soccer," says MLS executive vice-president Dan Courtemanche, who joined the league in 1995 before a ball was kicked."We're going to continue to capitalise on that momentum."Could the lasting legacy of this World Cup be the rise of MLS into the band of elite leagues?Image source, Getty ImagesImage caption, Son Heung-min joined Los Angeles FC in 2025 after a decade with TottenhamMajor League Soccer is itself a legacy product from the 1994 World Cup, when Fifa mandated the US to establish a professional league as part of its bid to host the tournament.The league started in 1996 with 10 teams and zero purpose-built stadiums. Thirty years later, MLS has 30 clubs and almost as many football-specific stadiums.Despite predictions of empty World Cup seats because of sky-high ticket prices, the stadiums were packed, and broadcast ratings were impressive as football joy spread across the United States - even after the USA were knocked out of the tournament.The US team's loss to Belgium at the last-16 stage delivered the most-watched football game on one network in US history - with more than 33 million watching on Fox.England's last-16 win over Mexico became the most-watched football gam...