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Don Garber and the rise of Major League Soccer

Updated: Mar 2, 2023

Don Garber is a visionary leader who has led Major League Soccer into a new era of growth and success. He has transformed the league from a struggling retirement home for international stars into a destination for world-class talent under the age of 22. Garber’s leadership has seen the league’s consistent product, party atmosphere, and post-NFL season schedule attract fans from other American sports. Under his leadership, the league has seen a measurable growth in viewership, revenue, and player salaries. Garber took over as MLS Commissioner in 1999, when the league was on the verge of folding. He immediately set to work to turn things around.


His vision was to create a league that was sustainable and profitable, while also developing homegrown talent. In order to achieve this goal, he focused on three key areas: expanding the league, improving the quality of play, and developing soccer-specific stadiums.


Garber’s first priority was to expand the league’s reach. In 1999, the league had only ten teams, but now it has grown to 29. This expansion has been accompanied by a corresponding increase in revenue and viewership. MLS’ total revenue in 2019 was $1.2 billion, up from just $15 million in 1999. Television viewership has also increased significantly, with an average of 246,000 viewers per game in 2020, compared to just 28,000 in 2000.


Beyond just expanding the league, Garber has been focused on improving the quality of play. He has done this by instituting policies such as the Designated Player Rule, which allows teams to pay top talent outside the salary cap. This rule has attracted players like David Beckham, Thierry Henry, and Zlatan Ibrahimovic to the league. Garber has also worked to improve the league’s youth development system, leading to the creation of MLS academies across the country. The MLS academies have produced some of the top young talents in the US, including Christian Pulisic, Weston McKennie, and Tyler Adams.


Garber’s third priority was to develop soccer-specific stadiums. When he took over as commissioner, most MLS teams played in large stadiums designed for American football. Garber recognized that these stadiums were not ideal for soccer, and he set out to change that. Since 1999, MLS has built 20 soccer-specific stadiums, which has led to a significant increase in the quality of the fan experience. These stadiums are designed with soccer in mind, providing better sightlines, acoustics, and atmosphere than traditional football stadiums. Garber’s leadership has been critical in this transformation. MLS teams have seen a significant increase in franchise value since Garber took over as commissioner, as well. The average franchise value in 2020 was $550 million, up from just $37 million in 2008. This increase in franchise value can be attributed to the league’s growth in revenue, viewership, and sponsorship deals. Garber has also been successful in negotiating long-term media deals with ESPN, Fox Sports, Univision, and now Apple TV, ensuring the league’s exposure to a national audience.


Under Garber’s leadership, the MLS has become a more attractive destination for international talent. In recent years, the league has been able to attract top talent like Lorenzo Insigne, Xherdan Shaqiri, and World Cup winner, Thiago Almada. Garber’s policy of focusing on young talent has also resulted in an increase in the number of US Men’s National Team players who play in the league. In 2021, over half of the USMNT players in the player pool played in MLS, demonstrating the league’s commitment to developing homegrown talent. As we look ahead to the future of the MLS under Don Garber's leadership, it's hard not to feel excited about what's in store. With the continued growth of the league in terms of revenue, viewership, and player salaries, it's clear that the MLS is becoming a force to be reckoned with in the global soccer landscape. And as more and more world-class talent flock to the league, it's becoming increasingly clear that the MLS is a destination that young players can aspire to, rather than just a place to wind down their careers.


Aside from all the growth we've seen on the field, the MLS isn't just about the on-field product - it's about the fans in the stands as well. Under Garber's leadership, the league has made huge strides in creating an atmosphere that's welcoming to fans from all backgrounds. From the family-friendly environments in stadiums across the league to the raucous supporters' groups that bring an unrivaled level of energy to every match, the MLS has truly become a league for the people.


As we continue to see the growth of the MLS both on and off the field, it's clear that Don Garber's vision for the league is coming to fruition. And while there will undoubtedly be challenges ahead, it's hard not to feel optimistic about the future of soccer in America. Whether you're a die-hard fan of the league or just a casual observer, there's never been a better time to be a part of the MLS family. So here's to Don Garber, and to everything he's done to make soccer a true American sport.



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