Tom Penn, CEO of San Diego FC, reflects on how the World Cup could significantly elevate MLS, enhancing fan engagement and franchise values.
Tom Penn, the CEO of San Diego FC, sees the recently concluded FIFA men’s World Cup as a monumental boost for Major League Soccer, following the significant influx of talent and fandom sparked by Lionel Messi's arrival last year. He previously predicted this event would serve as MLS's “second major boost,” and now, he asserts that the tournament has surpassed his expectations in multiple aspects.
“I always talked about the double booster on the league: the first one Messi, the second one the World Cup,” Penn explained during a recent interview with Front Office Sports. “As this thing came rolling closer, it was like, ‘Whoa, is it really going to deliver?’ And I think it’s exceeded in every way.” His enthusiasm underscores a broader sentiment within the league about the long-term benefits of hosting such a globally popular event.
A Historic Soccer Moment
For Penn, who previously helped establish Los Angeles FC and held executive roles in other sports organizations like the NBA, the World Cup represented a “magnificent moment” not just for soccer, but for the entire U.S. sports landscape. He emphasized the tournament's status, calling it “arguably the greatest sporting event of all time.” This perspective reflects a significant shift in how soccer is perceived in the United States, suggesting a growing appreciation and acceptance.
Community Engagement and Atmosphere
Penn highlighted the powerful community engagement seen during the tournament, particularly through packed watch parties across the nation. San Diego FC hosted its own events at Mission Beach for every match, experiencing overwhelming demand. “We had so much demand for our watch parties,” he noted, remarking on the collective joy and sense of connection that transcends mere sport. “People just wanting to be there for that shared human experience,” he added, revealing how the World Cup has bridged gaps and fostered community.
One of MLS’s unique advantages, according to Penn, is the league's ability to provide an atmosphere that fosters connections. “If you want to go out on a Saturday night with friends, family, or others, and you want to high-five and hug somebody that you’ve never met, that happens in 30 stadiums around Major League Soccer,” he said. This vibrant social context is crucial as the league aims to transition World Cup enthusiasts into dedicated fans of MLS.
Sales Surge Post-World Cup
There's tangible evidence that the World Cup's allure is driving interest in MLS. Recently, several clubs reported a dramatic uptick in ticket sales, revealing a 150% increase overall since the tournament commenced. For specifics, the Philadelphia Union saw a staggering 218% rise in single-game ticket sales, while Nashville SC experienced a sharp jump of 161%. These figures illustrate a growing audience eager to engage with the league beyond the World Cup scope.
However, translating this momentum into television ratings is still a work in progress. The first MLS primetime doubleheader on Fox after the World Cup attracted roughly 587,000 viewers for the Nashville–Atlanta matchup, with 504,000 for LA Galaxy versus LAFC. This improvement, while encouraging, remains a modest gain compared to pre-World Cup figures, indicating that while interest is up, converting viewers into regular watchers remains a challenge.
Franchise Values and the Future of MLS
Penn pointed out the rising franchise valuations as another sign of MLS’s growth trajectory. As per CNBC estimates, Inter Miami CF is now valued at $1.6 billion, a 60% increase from the previous year. New York City FC follows closely with a value of $1.55 billion, with seven U.S.-based clubs featuring among the top 30 most valuable teams globally. The implication is clear: the World Cup is effectively solidifying soccer's place within America's sports culture.
Looking Ahead: The Shift in MLS Scheduling
Another critical consideration is MLS’s plan to shift to a summer-to-spring season starting in 2027—a move Penn believes is “hugely important.” He acknowledged that the World Cup would have presented an excellent opportunity for this transition. “In a perfect world, we all would have wanted that. This would’ve been the perfect time to do it,” Penn remarked, hinting at strategic planning that could capitalize on the World Cup's legacy.
Ultimately, Penn’s insights highlight the optimism surrounding MLS in the aftermath of the World Cup and the league’s ongoing evolution. The potential for soccer to further embedding itself in the sports culture depends not only on the successes of events like the World Cup but also on how effectively MLS can cultivate and sustain the passion ignited among new fans.
