From NFL to MLS: A Journey of Two Decades
For Don Garber, the journey to becoming the commissioner of Major League Soccer (MLS) is a tale of perseverance and vision. His career began in the NFL, where he worked in various roles, including marketing and business development, before making the leap to MLS in 1999. Garber’s transition to MLS was not just a change in leagues but a shift into a nascent and often overlooked sport in the United States. His early days were filled with challenges: soccer was not as popular as other American sports, and the league itself was still finding its footing. However, Garber’s strategic acumen and deep understanding of sports marketing allowed him to navigate these obstacles with grace. Over the years, he has evolved from a young executive to a seasoned leader, and his tenure has been marked by significant growth and innovation in MLS.
The Power of Superstars: Messi and Beckham
One of the most transformative moments in MLS history came with the arrival of superstars like David Beckham and, more recently, Lionel Messi. Garber reflects on the impact these players have had on the league, particularly Messi. "Even I didn’t realize the power, the influence, the awareness, that Leo has around the world," Garber told Boardroom. The sight of Messi jerseys in various colors, including an unexpected pink, has become a common phenomenon, not just in the United States but globally. This global appeal has helped MLS reach new heights of popularity and has attracted a diverse and passionate fan base. Garber emphasizes that while America has many great sports stars, Messi stands out as a singular figure. When asked who the best player ever to play the game is, the answer from coaches and players around the world is unequivocally Messi. The league is now living with one of the greatest athletes in history, a situation that has galvanized interest and support for MLS.
Managing Owners and Building a League
Leading a sports league involves more than just overseeing games and schedules; it requires managing the diverse interests of team owners. Garber’s experience in this arena is extensive, and he shares valuable insights on the nuances of working with owners. One key aspect is ensuring that all owners are aligned with the league’s vision and goals, which can be a challenging task given their varied backgrounds and business interests. Garber emphasizes the importance of open communication and mutual respect. He believes in creating an environment where owners feel empowered to contribute and are receptive to new ideas. This approach has been instrumental in fostering a collaborative spirit and driving the league’s growth. Whether it’s negotiating player contracts, expanding into new markets, or implementing groundbreaking technology, Garber’s leadership has been pivotal in shaping MLS into a modern and competitive league.
The Apple TV Streaming Partnership: A Game-Changer
The recent partnership with Apple TV for streaming MLS matches has been a significant milestone in the league’s history. Garber discusses how this innovative move has not only enhanced the fan experience but also set a new standard for sports broadcasting. The Apple TV deal was a bold step that required careful planning and negotiation. It has paved the way for other sports leagues to explore similar partnerships, recognizing the potential of streaming platforms to reach a wider and more diverse audience. Garber believes that this partnership will help MLS grow its global footprint and attract new fans, both domestically and internationally. The integration of technology in sports broadcasting is a trend that MLS is embracing wholeheartedly, and Garber sees it as a crucial component in the league’s continued success and expansion.
Scalability and the Modern Fan
As MLS continues to grow, the question of scalability becomes increasingly important. Garber is confident that the league can maintain its momentum and expand to new markets while preserving the quality and integrity of the sport. He points out that the modern fan is more connected and engaged than ever before, thanks to social media and other digital platforms. These tools have allowed MLS to reach a younger and more global audience, creating a fan base that is passionate and vocal about the league. Garber also discusses the importance of community engagement and the efforts MLS has made to connect with fans at the grassroots level. This includes initiatives like youth soccer programs and partnerships with local schools and community organizations, which help to build a strong and loyal fan base for the future.
Health and Safety: A Top Priority
player health and safety have always been top priorities for Garber and MLS. The league has implemented stringent protocols to ensure that players are protected both on and off the field. From concussion management to mental health support, MLS is committed to providing a safe and supportive environment for its athletes. Garber also highlights the league’s efforts in addressing issues like player welfare and labor relations, ensuring that the players feel valued and heard. This commitment to player safety and well-being is essential for maintaining the league’s reputation and attracting top talent from around the world. As MLS continues to grow, Garber emphasizes the importance of staying vigilant and continually improving these protocols to meet the evolving needs of the players.
Looking Ahead to the 2026 World Cup
The 2026 World Cup, which will be co-hosted by the United States, Mexico, and Canada, is a monumental event that Garber likens to the NFL’s Super Bowl. The scale and scope of the World Cup present a unique opportunity for MLS to showcase its growth and development to a global audience. Garber is excited about the possibilities this event will bring, including the potential to attract new fans and further elevate the profile of soccer in the United States. He believes that the World Cup will serve as a catalyst for continued growth and innovation in MLS, much like the Super Bowl has done for the NFL. The league is already making preparations to ensure that the event is a resounding success, and Garber is optimistic about the future of soccer in North America.
Be sure to catch the full conversation between Garber and Boardroom for a deep dive into the vision and leadership that have transformed MLS into one of the most dynamic and exciting sports leagues in the world.
