BUSINESS
Next MLS Commissioner Berg Is Ready To Ride The FIFA World Cup Wave
Larry Berg, the next MLS commissioner, doesn't plan on sitting on his hands or the league's laurels, realizing the it needs to use the recent World Cup to grow even more.
By Vannessa Viljoen ·
By Michael Lewis
It's funny how life works out.
When he was eight years old while growing up in Cherry Hill, New Jersey, the father of Larry Berg saw a poster on a telephone pole about a new youth soccer league starting up.
"We basically had two teams," Larry said. "We played each other every weekend, and it grew from there. I fell in love with the game, and I learned about World Cups. I learned about the broader universe, and I became a student of the game. I became a fan of all the leagues that have been in the U.S. I certainly became a fan of the U.S. men's national team and ultimately a fan of Major League Soccer."
Today, he is more than a fan of MLS. He is the commissioner of the 30-team league.
Berg, 60, was introduced to the media at league headquarters in Midtown Manhattan on Tuesday as the successor to Don Garber, who will step down as commissioner after 27 years at the helm at the end of the year. He will become the third commissioner in league history. Doug Logan was the first, from 1996-99.
Building on the league's foundation
Berg, who will divest his interest as co-owner of the Los Angeles Football Club, will be concerned with more than just one team. He has been charged with leading MLS in riding the wave that the 2026 FIFA World Cup created.
"The foundation has been built," he said. "Now it's our responsibility to build on it, and that's what excites me most.
"I didn't accept this role to protect what we've already accomplished. I accepted it because I believe this league is ready for its next chapter. I believe Major League Soccer has entered a new era. The foundation is strong. The opportunity is extraordinary, and I have complete confidence that working together will seize it."
Riding the World Cup wave
MLS must seize the opportunity for growth on the short and long term. The 1994 World Cup gave birth to the league. The 2026 World Cup can be a catalyst to boost it to an even higher orbit.
"The World Cup this summer reminded all of us why this sport captures the imagination of billions of people around the world. Millions of people across North America experienced that passion firsthand," Berg said. "They fell in love with the drama, the atmosphere, the supporter culture and the emotion that makes soccer unlike anything else.
"For many, it was also their first meaningful introduction to the global game, and that creates an extraordinary opportunity for all of us. The question isn't whether people are paying attention to soccer - they are. The question is what we do with this moment.
"Our responsibility now is to make sure the people discovering our league today become supporters for life. That means strengthening the connection between our clubs and their communities, creating unforgettable experiences for fans, and making sure the excitement generated this summer becomes lasting momentum for Major League Soccer."
Will Apple be the apple of MLS’ eye in 2030?
While many teams boast capacity crowds, MLS needs to boost its streaming ratings.
When its 10-year, $2.3 billion deal with Apple TV was announced in 2023, fans needed an MLS Season Pass subscription to view matches. In 2025, the deal was cut to 2029.
When the deal winds up in 2029, the league will have to decide whether to renew with Apple or pursue other opportunities.
The deal ends in 2029, leaving MLS to decide whether to renew with Apple or pursue other partners.
Berg said that the next deal will be “finding media partners that want to co-create the future with us.”
Staying the course on promotion/relegation
MLS is one of the few leagues in the world that doesn't include promotion or relegation. And during Berg's reign, he doesn't expect that to change.
"I can understand the appeal for the fan, [but] I don't think it's a great way to build a league," Berg said. "I don't think it's a way to get stadiums built and to get training facilities built and to have owners invest in rosters and all the other things you need to do. So I don't think it's appropriate for our league.
"I think Don has said before, never say never, but I just don't see it happening anytime soon."
During Garber's tenure, the league grew from 12 to 30 franchises. He helped concoct a plan to save the league from extinction when it dropped from 2 to 10 teams in 2001. Salaries rose appreciably. MLS attracted such top-notch players such as David Beckham and Lionel Messi. The former is still playing for Inter Miami CF.
Garber's stamp of approval
Garber, who will become MLS chairman in 2027, had little doubt that the board of governors selected the right man to succeed him.
"In Larry, our league has found exactly the leader that we need at this time because, most importantly, Larry loves the game," he said. "He understands it because he helped build it. He knows our clubs and knows our league because he's experienced it full-time and understands the opportunities and the challenges ahead. He really understands that our best days are ahead.
"I will say that leading MLS is going to be one of the great privileges of your life, Larry. I think your integrity, your ambition, your thoughtfulness, your smarts, and your respect that you have for the game is going to help take this league to where we all want it to go."
Michael Lewis, the sixth recipient of the Clay Berling Media Career of Excellence Award in 2025, can be followed on X an Bluesky at @Soccerwriter. His 10th soccer book, Around the World Cup in 40 Years: An American sportswriter’s perspective, has been published.