From the NFL to the MLS: A Commissioner’s Journey
Don Garber, the Commissioner of Major League Soccer (MLS), sat down with Rich Kleiman from “Boardroom” to discuss his transition from the NFL to soccer, the growth of the sport in the United States, and the impact of Lionel Messi on the league. Garber’s journey began in the NFL, where he worked in marketing and sponsorships, launching innovative programs like the NFL Experience and the NFL’s international business. Despite knowing "absolutely nothing" about soccer, Garber was offered the commissioner role by NFL owner Robert Kraft, who saw potential in his innovative approach. This leap into the unknown has shaped the trajectory of MLS over the past 26 years.
The Early Days of MLS
When Garber took over MLS, the league was in its infancy with just 10 teams, one of which played in a $30 million stadium built by Lamar Hunt. The league had a single-digit number of teams and was far from the robust organization it is today. Facing challenges such as a competitive entertainment market and the need for robust infrastructure, Garber and his team had to work tirelessly to build a league that could compete on a global scale. This involved not just marketing and strategic planning but also hands-on operations, often blurring the lines between executive and staff.
The Apple Deal: A Streaming Revolution
One of the most significant decisions Garber made was the partnership with Apple, a streaming service. This deal was groundbreaking, as it allowed MLS to offer a global, accessible viewing experience with no blackouts. The deal was met with skepticism, but the results have been impressive, with increased viewership and subscriber growth. Garber sees this as a strategic move to align with a technology leader that can continuously innovate and scale the league’s digital footprint. The introduction of a Sunday night game accessible to all Apple TV users has further enhanced the league’s reach and engagement.
Messi’s Impact: A Game-Changer
The signing of Lionel Messi to Inter Miami was a watershed moment for MLS. The impact has been profound, not just in terms of attendance and media coverage but also in elevating the league’s global profile. Messi’s presence has demonstrated the league’s ability to attract and retain top talent, which is crucial for long-term growth. The unique salary structure that allowed Messi to join MLS has set a new standard, potentially paving the way for more high-profile signings in the future.
The Unique MLS Fan Base
The MLS fan base is distinct from other major sports leagues in the United States. It is younger, more diverse, and more digitally native, with a higher percentage of Hispanic fans. This demographic has helped MLS carve out a unique identity and brand. The low crossover between MLS and other major sports leagues in cities like Atlanta, Seattle, and Charlotte highlights the league’s ability to attract a dedicated and distinct fan base. This has also created opportunities for grassroots development and community engagement.
The Future of MLS: Vision and Ambition
Looking ahead, Garber envisions a future where MLS becomes a global powerhouse. His dream is for MLS to achieve ubiquity, with clubs being super relevant in their markets and the MLS Cup being a nationally recognized event. This vision includes attracting more Messi-level talents and developing homegrown players who can compete on a global stage. Garber’s ambitious goals are driven by a commitment to continuous improvement and a belief in the potential of soccer in America.
Conclusion: A League on the Rise
Don Garber’s leadership has transformed MLS from a fledgling league into a major player in the global soccer landscape. His strategic decisions, such as the Apple deal and the signing of Messi, have positioned MLS for continued growth and success. As the league approaches its 30th year with 30 teams, the potential for further expansion and innovation remains vast. The future of MLS is bright, and Garber’s vision continues to guide the league towards new heights.
