Don Garber Asserts MLS's Place Among America's Premier Sports Leagues

Major League Soccer (MLS) Commissioner Don Garber has expressed a strong belief that MLS should be recognized as a “Big Five” professional sports league in the United States, positioning it alongside the traditionally dominant NFL, MLB, NBA, and NHL. This assertion was made during the recent Tuned In summit hosted by Front Office Sports, where Garber discussed the media's longstanding tendency to categorize leagues into a "Big Four."

In reflecting on the league's standing, Garber stated, “When all of you [media] would say the big four, we say, ‘Well, there is a big five,’ and I’ll add when [NWSL Commissioner] Jessica [Berman] comes up, the big six.” He emphasized the criteria for being a "major league," which include a substantial fanbase and deep community connections, the aspiration of players to engage with the league, and the league's influence on a global scale, particularly in its relationship with FIFA and high-profile events like White House invitations.

Current Media Revenue Context

Despite Garber's confidence, he candidly acknowledged that MLS is still not on par with the other major sports leagues regarding media revenue and audience scale. The league’s current seven-year media rights deal with Apple TV is a significant development, but its projected earnings—$200 million by 2026 and up to $275 million in the following two seasons—are modest when compared to the staggering revenues generated by its counterparts. For instance, the NFL leads with approximately $10 billion in media rights revenue, followed by the NBA’s $6.8 billion, MLB’s $2.1 billion, and NHL’s $625 million. Even the WNBA, part of the NBA’s broader media landscape, has an average annual deal value of $281 million.

Defending the Apple TV Partnership

Garber's defense of the Apple TV partnership comes amid criticisms from league luminaries like Landon Donovan, who have questioned the long-term viability and visibility of the deal. Prior to partnering with Apple, MLS worked with networks such as Fox Sports, ESPN, Univision, and various regional sports outlets. Garber highlighted the diminishing returns in regional sports as a challenge, stating, “We started seeing softness there because we are not the NBA or NHL,” indicating a need for a shift in strategy.

Garber sees the merit of quantity over quality with the new deal, noting that MLS now enjoys around 500 nationally televised games each season. This represents a significant increase, as the league previously struggled with fewer high-profile broadcasts. “The comparisons are uncomfortable. How do you rate that? You roll them all up,” he remarked, suggesting that while individual game ratings might not reflect strong viewership, the overall volume and increased visibility of the league enhance its standing.

Viewership Trends and Young Audience Growth

Highlighting a positive trend, Garber referenced Nielsen Data indicating a robust increase in viewership for MLS matches following the 2026 FIFA World Cup. Specifically, viewership among men aged 18-34 rose 55%, with a 29% uptick in young adults in the same demographic following ten matches aired on Fox and FS1. However, it’s essential to note that viewership statistics for matches streamed on Apple TV remain undisclosed, leaving a gap in data that could provide further insights into audience engagement.

The Road Ahead

The upcoming negotiations for MLS’s next media rights deal will be handled by Garber’s successor, Larry Berg, the current co-owner of Los Angeles FC. As Garber prepares to step down at year-end, he leaves behind a league that, while striving for elite status, grapples with significant challenges in revenue and visibility compared to the established giants of American sports.

As MLS continues to carve out its identity within the American sports ecosystem, the trajectory of the league will heavily depend on how it capitalizes on emerging media landscapes, growing its audience, and enhancing player quality. The road ahead is challenging yet filled with potential, embodying the evolution of soccer's status in the U.S. sports framework.