The allure of U.S. soccer has captured the attention of billionaires, CEOs, and celebrities alike, marking it as the new gold rush in sports investments. As Major League Soccer (MLS) emerges as America’s fastest-growing professional sports league, here’s a closer look at the transformative developments fueling this surge.
- Attendance and Popularity: MLS is setting attendance records, averaging 23,000 fans per game, with some matches drawing between 72,000 and 82,000 fans, surpassing many NFL Super Bowl attendances.
- Lucrative Media Deals: A landmark deal with Apple, valued at $250 million annually, has tripled MLS’s previous media rights earnings. The MLS Season Pass outperformed YouTube’s NFL Sunday Ticket in subscriber counts.
- Skyrocketing Franchise Fees: Franchise fees have soared, with recent teams like San Diego FC paying up to $500 million, reflecting the league’s escalating market value.
- Valuation Jumps: MLS team valuations have skyrocketed, with several teams now valued over $1 billion, a figure unheard of just a few years ago. These valuations now rival and sometimes surpass those in the NHL and some Premier League clubs.
- Celebrity and Billionaire Investments: High-profile figures like Bob Iger, Satya Nadella, and David Beckham have invested heavily in MLS teams, attracted by the sport’s growing profitability and cultural cache.
- Impact of Star Players: The anticipated arrival of Cristiano Ronaldo and the successful signing of Lionel Messi have significantly boosted the league’s profile and team valuations, particularly for Messi’s team, Inter Miami CF.
As MLS continues to grow, it represents a lucrative investment opportunity and reflects a broader shift in cultural trends, where soccer is increasingly seen as a major sport in the U.S. The convergence of tech, media rights, and celebrity influence is setting the stage for a dynamic future for U.S. soccer, both on and off the field.
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