The World Cup Round of 32 soccer match between the United States and Bosnia was met with enthusiastic fan reactions during a watch party in Carson, California, on July 1, 2026. In Chicago, the Fire’s Major League Soccer club organized one of the largest watch parties in the nation’s West Loop neighborhood, attracting thousands of attendees eager to experience World Cup fever.
Since hosting the transformative 1994 World Cup, Major League Soccer has worked diligently to grow its fanbase and presence in the global soccer community. From its initial 10 teams in 1996, the league expanded to 30 teams last season, matching Major League Baseball and the NBA.
This year, MLS aims to leverage the World Cup’s popularity to enhance its impact, embracing promotional strategies and initiatives across the country. By the end of the tournament, an estimated 60,000 soccer fans will have attended various watch parties and events, as MLS strives to capture the momentum and enthusiasm of World Cup summer.
The Chicago Fire’s Strategy
The Chicago Fire faced a unique challenge with the World Cup coming back to the United States. Without hosting any matches due to opting out of bidding, the Fire chose to invest in a sizable viewing space at the bar, Recess. They allocated nearly $3 million to create a lively atmosphere with indoor and outdoor areas, jumbotron screens showing games, Fire decorations, sign-up sheets, contests, and merchandise.
Dave Baldwin, the team’s president of business operations, likened converting casual sports fans to soccer enthusiasts to his shopping experience at Costco, saying, “I have met very few people that come out to a match and don’t want to come back.” The Fire, along with other MLS teams, plans promotions such as “First Match on Us” or “Next Match On Us,” offering free tickets to first-time attendees.
Changing Perceptions
Brian Bilello, president of the New England Revolution, noted the shift in how American sports fans view soccer compared to the 1990s. Bilello emphasized the importance of attracting core sports fans who now appreciate soccer. He orchestrated hosting World Cup matches at Gillette Stadium, leveraging the opportunity to draw in sports enthusiasts.
The Messi Effect
MLS has launched a comprehensive marketing campaign, “Thanks World, We’ll Take It From Here,” featuring advertisements with global soccer star Lionel Messi. The campaign capitalizes on Messi’s influence as a player for Inter Miami and his pivotal role in the World Cup. Messi’s move from European soccer to MLS has increased attendance and viewership, disproving assumptions about his retirement.
According to Camilo Durana, MLS’s chief business officer, Messi’s dedication to playing full matches showcases his commitment. His presence in MLS and success in international play have encouraged MLS’s focus on attracting more accomplished players.
“What Messi’s arrival did — and what this World Cup we believe will do — is it’ll encourage more players to come,”
said Durana.
Improving Player Quality
MLS’s efforts to improve player quality involve showcasing top facilities during the World Cup. Using MLS team stadiums and training centers for international teams aimed to create positive experiences for visiting players. For instance, Argentina and Brazil chose these facilities for training during the tournament.
Durana stressed the importance of players sharing their experiences, as it influences decisions to join MLS. By elevating player quality, MLS hopes to offer higher-quality competition and attract more fans.
Looking Ahead
Despite MLS’s growth, many American soccer fans still favor European leagues like the English Premier League and Bundesliga. However, the league’s focus on improving player quality is an essential move to draw more viewers.
Durana concluded by highlighting MLS’s achievements in the group stage, reiterating the league’s commitment to enhancing soccer’s stature in the U.S. with initiatives aligned with the World Cup momentum. “Major League Soccer players scored 10 goals in the group stage, and so I think that validates everything that we’re doing,” he stated.