The MLS has slowly climbed up the ladder to becoming a more respectable league, especially right here in America. The addition of Lionel Messi has brought more attention to the league, but not more viewership.
The League will have to make a decision soon if they want to align their rules with the top clubs in Europe so they can compete with them, or if they want to focus on stealing the Summer away from baseball to become a top-four sport in North America.
The first problem is viewership numbers.
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How to Gain More Viewers
The TV deal with Apple TV was a risk to begin with, not knowing if Apple could pull off a live sportscast and how they would pull in a global audience. Messi was the big move to try and draw in a global audience, as they hoped an American audience would recognize the name and subscribe.
The good news for MLS is that Apple puts on a good product, a solid cast of broadcasters, a good pre- and post-game show that teaches new fans the league, and the biggest hurdle was avoiding major streaming issues on a game day.
The problem with the Apple TV format is that it is a subscription-based model that relies on fans who have an Apple TV subscription to then parlay that to an MLS subscription.
This didn’t work due to Apple TV lacking major viewership, so the next plan was to tie in a free subscription to MLS Pass to different cell phone suppliers, hoping to attract new fans through their corporate partnerships. They have added betting tie-ins to get members of specific gambling sites to bet on a game and win a free subscription.
The MLS needs to mix in more TV deals through NBC, FOX, and ESPN. Looping in these three major sporting networks will bring more eyes to the league in hopes of creating lifelong fans of the game.
Global Powerhouse
The MLS is far from this; the talent isn’t at a European level, thanks to their odd rules that divide them from almost every league in the world. If you want to make the MLS a more respectable league to fans across the pond and beyond, there will need to be a shift in league structure and format.
The First step is that the league needs to start with the rest of the world instead of starting in the spring and ending in the Fall. It goes against the global transfer windows and causes teams to sell players in the middle of the season when European clubs are looking to add on talent.
Step two is to get rid of the designated player rule and to get rid of the salary cap; teams can’t compete against Europe because they are restricted on how many players they can overspend on. If they can change this rule, it could help the MLS teams approach the global stage.
The last step is promotion and relegation to add more purpose to teams at the bottom of the table. The playoff format can stay as it still needs to have an American flavor to the league. Teaming up with the USL and their new division could be the answer to this; it would also add more purpose to the US Open Cup.
American Sports Giant
The MLS is the fifth biggest league in American sports behind the NFL, NBA, MLB, and NHL. These four sports have been around a lot longer than the MLS, and they attract the best in the world at their sport to play in their leagues.
The MLS needs to add more platforms to its next TV deal to make the games more accessible and free compared to the Apple TV model. MLS pass can stay as die-hard fans across the league will continue to watch and support their teams.
Having a featured Soccer night in America once a week on Saturday night on a major sports network could easily draw in new fans. Adding betting promotions through their league-partnered betting apps would give them a numbers jump as well.
A lot of sports fans aren’t supporters of the teams they watch, as they are purely watching to see their bet play out.
Appeasing the betting fan base on national TV will add more eyes to the game that will give it a boost from American fans who have yet to watch the MLS as the sport continues to struggle in growth and development.
Main Photo
Credit IMAGO / ZUMA Press Wire
Recording Date 06.12.2024