As the football world shifts its focus to North America ahead of the 2026 FIFA World Cup, one league is already making moves to reshape the sports media landscape: Major League Soccer (MLS).
In a compelling interview with Sportcal (GlobalData Sport), Rich Motzkin, managing executive for global soccer at Wasserman, championed the league’s vision, calling the Apple TV partnership a “game-changing move” that will define the next era of sports broadcasting. According to Motzkin, this wasn’t just a media rights deal — it was the catalyst that brought Lionel Messi to MLS.
“Without that deal, Messi could not have been signed by MLS for multiple reasons,” he explained, crediting Apple’s innovation and MLS’s risk-taking mentality.
Apple x MLS: Controversial or Cutting Edge?
Despite criticism over Apple’s exclusivity model, particularly as linear TV viewership of the MLS Cup Final dropped nearly 50% in 2024, Motzkin argues that the partnership set a precedent. Now, NFL games are streaming on Amazon Prime and Netflix — but it was MLS that “took the first risk” and unlocked the OTT streaming floodgates in sports.
Commissioner Don Garber has even gone so far as to call it “one of the greatest deals in sports history.” Motzkin echoes that sentiment, pointing out that other leagues are now following suit, pivoting toward platform-driven fan ecosystems.
Growth Is a Marathon, Not a Sprint
Motzkin, a veteran of the U.S. soccer scene, having represented icons like Landon Donovan and Tim Howard, believes the league’s long-term upside is being misunderstood.
“We live in a world of instantaneous results. But things take time. A year from now, MLS will be in the top five globally in social media engagement,” he said.
And the data supports it. According to GlobalData Sport’s latest Business of Major League Soccer 2025 report:
- MLS is now the second-most followed league in the world outside Europe’s top five, only trailing Liga MX
- Commercial revenue, sponsorship, and global digital traction are steadily climbing
- The player base is improving, drawing international talent and creating more compelling matchday experiences
Consulting Insight: MLS as a Template for Emerging Sports Markets
From a strategic consulting lens, MLS offers a case study in:
- Bold innovation as market positioning: First-mover advantage in OTT broadcast partnerships
- Commercial gravity through cultural moments: Signing Messi changed the global perception of MLS overnight
- Digital-first strategy: Prioritizing social media, content ecosystems, and subscription models over outdated regional TV deals
For emerging leagues, federations, and teams, MLS’s playbook is not just replicable — it’s adaptable. Whether you’re building a domestic league in Asia, Africa, or the Middle East, the same pillars apply: ownership of platform, narrative, and audience access.
