Post by Major League Soccer

Day two of the Sports Business Journal Business of Soccer Conference in Atlanta underscored something clear: the momentum behind the growth of our sport is already here and only building throughout this defining year. The day featured powerful fireside chats with Sir Mohamed Mansour and Arthur Blank, two visionary leaders whose belief in soccer has helped shape the trajectory of MLS, from Atlanta United’s launch to San Diego FC’s impressive start. We also heard from marketing leaders like MLS CMO Radhika Duggal, alongside partners from The Home Depot and Walmart, on how brands are leaning into soccer to connect with fans in more meaningful ways, especially as the global spotlight on the sport continues to grow. The day closed with a forward-looking discussion featuring leaders from MLS, CONCACAF, and FIFA. Gary Stevenson, MLS Deputy Commissioner, put the scale of the moment into perspective by highlighting how even a weekday World Cup draw can attract hundreds of millions of viewers globally, underscoring that this is far more than a sporting event. A month into the 2026 MLS season, we are already seeing that momentum translate across attendance, viewership, and fan engagement. With the World Cup as part of an already exciting season, the global spotlight will only amplify the energy around the game. Following the tournament, MLS will carry that momentum forward, from the return to play through the MLS All-Star Game presented by Chime and into a compelling push throughout the Audi 2026 MLS Cup Playoffs.