Major League Soccer: too MUCH soccer, not ENOUGH football
Major League Soccer has grown steadily, attracted big-name partnerships, and put stadiums on the map. Yet something is missing: the league still feels like a place where stars come to rest, not to create must-see nights that pull in global football fans. Treating MLS more like football means prioritizing the things that make the game irresistible worldwide — quality, intensity, narrative, and accessibility — rather than leaning into a retirement-league identity.
Table of Contents
- The core problem in plain terms
- Why treating MLS like “football” matters
- What MLS is getting wrong
- Concrete moves that would shift perception
- Remember what makes football universal
- Can MLS change its reputation? Yes — but it requires a shift in priorities
- Where fans fit in
- FAQ
- Final thought
The core problem in plain terms
Football is the world’s most popular sport with billions of fans. MLS is competing for attention inside that massive market but often fails to capture even a sliver of it. The reason is not a lack of interest in football; it is how MLS presents itself. If the league is known as the place to wind down a career, fewer fans will get up at absurd hours to tune in the way they do for European leagues. Reputation matters.
Why treating MLS like “football” matters
The word “football” here isn’t just vocabulary. It stands for a mindset that has driven the sport’s global appeal:
- Relentless entertainment. Matches that are unpredictable, competitive, and emotionally charged draw casual and hardcore fans.
- Clear identity. Leagues that know what they are — attacking, tactical, passionate — attract supporters who identify with that style.
- Global relevance. Fans around the world pick teams to follow because those teams offer consistent quality and compelling storylines.
What MLS is getting wrong
- Reputation as a retirement destination. When the narrative centers on stars “winding down,” the league loses competitive credibility.
- Inconsistent match quality. Some clubs deliver brilliant nights; others feel flat. That inconsistency makes it hard to build habitual viewing among casual fans.
- Weak global positioning. MLS often markets internally but fails to tap diasporas and international audiences who already love football.
- Missed opportunities with partnerships. Big deals (the Apple partnership, for example) generate buzz, but buzz alone won’t change perceptions without sustained product improvements.
Concrete moves that would shift perception
Changing a league’s identity takes time, but there are actions that produce visible results:
- Prioritize competitive signings. Bring in players who arrive hungry, not just famous names looking to retire. Invest in talent who elevate the league on-pitch.
- Double down on youth development. Produce homegrown stars who become household names domestically and abroad.
- Define and promote a style of play. Encourage clubs to adopt coherent identities — attacking, high-pressing, possession-based — that create signature match experiences.
- Create must-watch fixtures. Build and market rivalries, derby days, and weekend windows that become habitual viewing moments.
- Leverage partnerships into storytelling. Use streaming deals to present the league as essential viewing, not optional content.
- Market to global football audiences. Target diasporas and casual global fans with content that highlights the league’s best matches and players.
Remember what makes football universal
Part of football’s global power is its simplicity. Anyone can pick up a ball and play.
All you need is a ball.
That accessibility is an advantage. MLS should harness that grassroots emotion — the audacity to play anywhere, anytime — and reflect it in the league’s energy, promotion, and on-field product.
Can MLS change its reputation? Yes — but it requires a shift in priorities
MLS is not doomed, but it won’t reach global relevance by relying on nostalgia or celebrity signings alone. The league needs a consistent emphasis on quality, identity, and competitive integrity. Fans who love football wake up at odd hours for leagues that entertain them. MLS must give them that reason.
Where fans fit in
Supporters have power. Vocal fans who demand higher standards, push for better marketing, and celebrate competitive integrity help steer the league. If you care about MLS succeeding on the global stage, speak up about what you want to see: more exciting matches, clearer club identities, and players who arrive to compete.
FAQ
Is the problem branding or on-field quality?
Both. Branding that paints the league as a retirement destination undermines the perception of quality. On-field competitiveness and consistent styles of play are needed to reinforce any marketing effort.
Will signing big-name players help?
Big names help if they arrive with a competitive mindset. Celebrity signings that boost short-term attention but not long-term quality won’t change perceptions. Priority should be talent that elevates matches and develops younger players.
Can partnerships like Apple actually move the needle?
Partnerships are useful but insufficient by themselves. They create distribution and buzz, but value depends on the product being watchable and meaningful. Pair partnerships with genuine improvements to the matchday product.
What can supporters do right now?
Demand better matchday experiences, support youth development initiatives, engage in local marketing efforts, and amplify the league’s best nights across social channels. Vocal, consistent feedback influences club and league decisions.
Final thought
MLS sits on a giant opportunity: a sport with universal appeal and countless potential fans. To win those fans, the league must act like a football league — fierce, entertaining, and worthy of a global audience’s time. Fix the product first, use partnerships smartly, and build a narrative fans want to live with. That’s how MLS stops being a place to retire and starts being a place to watch.
Vince Douglas Gregory is the ‘petulant puppet master’ of a sports media landscape addicted to scripted rage and performance art. As the architect of VDG Sports, he bypasses the corporate talking heads to expose the unfiltered truth behind the narratives.
An unstable thinker and astute scholar, Vince thrives on dismantling the mediocre click-bait addicts who trade reality for engagement. If you want boring stats, go elsewhere. If you want the raw reality of the game, you’re in the right place. Consider yourself warned.