As Major League Soccer (MLS) approaches its 30th anniversary, the league’s evolution from a modest beginning in 1996 to a global contender is evident. Once an underdog in American sports, MLS now attracts international stars, large crowds, and significant media deals.
The league has become a platform for former Syracuse student-athletes like Kamal Miller, Deandre Kerr, Alex Bono, and Miles Robinson. However, the journey of MLS involves more than just headlines and highlights.
“There’s a long history of failed soccer leagues in North America,” says Rick Burton, a professor at Falk College of Sport and Human Dynamics. He emphasizes the challenges faced by investors and players before MLS found stability. “That context is important—it shows just how remarkable the league’s success really is.”
Since its inception in 1996—marking the return of professional soccer to the U.S. after the North American Soccer League ended in 1984—MLS has seen significant growth. “What amazed us was just how much MLS had evolved,” Burton notes. The announcement of deals with Apple and signings like Lionel Messi have highlighted this progress.
Burton and Norm O’Reilly from the University of New England have examined soccer’s rising popularity in the U.S., focusing on MLS as one of the most diverse leagues globally. O’Reilly states that diversity is key to its appeal both domestically and internationally.
Their new book, “The Rise of Major League Soccer,” released this week, provides an in-depth analysis of MLS’s growth into a dynamic sports league using various sources including exclusive demographic data from MLS.
The authors also discuss how strategic moves such as building soccer-specific stadiums, forming global media partnerships with companies like Apple, and attracting icons like David Beckham and Lionel Messi have reshaped perceptions of MLS.
With upcoming events like the FIFA Club World Cup in 2025 and FIFA World Cup in 2026 hosted by the U.S., Burton remarks that “MLS is no longer just a league with potential.” It serves as an example of how vision and strategy can create something globally impactful.
“There are key takeaways, learnings and best practices that sport business professionals can apply in their own work,” Burton adds about their book’s purpose as both an engaging story and practical resource.
