Commissioner Don Garber underscores MLS's ambition to be recognized alongside the major U.S. sports leagues, despite ongoing challenges in media revenues.
Major League Soccer (MLS) Commissioner Don Garber has asserted his vision for the league, emphasizing that it should be recognized as a “Big Five” professional sports league in the United States. In a recent discussion at the Front Office Sports Tuned In summit, Garber commented on the league's position relative to the traditional “Big Four” — the NFL, MLB, NBA, and NHL.
Garber's confidence stems from what he perceives as the essential components of a major league. “What does a ‘major league’ mean? It means you have millions of fans that have deep connections to the community, you have players that want to use your league as a league of choice, and that you’re influential globally," he stated. This assertion reflects MLS's rising profile, especially alongside the National Women's Soccer League (NWSL), as Garber suggested that with the NWSL, one might consider a “big six” in the soccer landscape.
Assessing Media Revenues
Despite Garber’s aspirations, he candidly recognized that MLS is not yet on par with the other major leagues when it comes to media revenue and audience size. Currently, MLS is locked into a pivotal seven-year media rights deal with Apple TV, projected to deliver $200 million by 2026, subsequently rising to as much as $275 million for the deal’s concluding seasons in 2027-29. While this financial commitment marks a significant milestone, it stands in stark contrast to the enormous deals commanded by the other leagues. For instance, the NFL generates an astounding $10 billion annually in media rights, while the NBA and MLB secure approximately $6.8 billion and $2.1 billion, respectively. Even the NHL’s $625 million looks formidable beside MLS's figures.
Garber utilized these statistics to respond to criticism from former MLS stars like Landon Donovan regarding the league's alignment with Apple TV. He defended the transition from previous partnerships with Fox Sports, ESPN, and Univision, citing a shift in the regional sports landscape. “We all know what regional sports is like. We started seeing softness there because we are not the NBA or NHL. We started seeing those deals not getting renewed,” he explained. This perspective underscores a necessary evolution for MLS in a competitive media environment.
Progress Through Exposure
Under the Apple TV agreement, MLS now boasts around 500 nationally televised games each season, significantly amplifying its visibility. Garber believes this increase in the quantity of games, rather than just ratings for a select few, should be the primary indicator of the league's growth and appeal. He noted, “If we were going to take our top three [games], like the other leagues do, our ratings would be five times what they are today.” This calculation suggests a potential capacity for growth in viewership as the league matures.
Interestingly, recent Nielsen data highlighted that MLS games aired on platforms like Fox and FS1 have seen a viewership increase of 55% among men aged 18-34, and a 29% spike in overall young adults from the same demographic since the World Cup in 2026. This demographic shift is promising for MLS, indicating a burgeoning interest among a key audience segment that many leagues strive to engage.
Looking Ahead: The Future of MLS
As MLS anticipates its new media deal, Garber made it clear that he will not be at the helm for the negotiations—he plans to step down at the end of the year, with current Los Angeles FC co-owner Larry Berg set to take over the commissioner role. This transition brings both a sense of continuity and a fresh perspective that could influence how the league approaches its position in the broader sports landscape as it seeks recognition among the elite leagues.
Overall, the conversation surrounding MLS’s status in the U.S. sports hierarchy is emblematic of its ambition. While Garber's aspirations for the league to be perceived as part of a “Big Five” face evident challenges—particularly in funding and viewership compared to established leagues—the platform provided by ongoing media contracts and increased exposure hints at a potential pivot point for MLS. It remains to be seen how effectively the league can capitalize on these opportunities to reshape its narrative and reach its goals in the coming years.
