Major League Soccer (MLS) is implementing nationwide marketing and outreach initiatives as the 2026 FIFA World Cup concludes. League officials stated that the tournament serves as a primary opportunity to expand their fanbase, following the model of the 1994 World Cup, which led to the league's initial formation in 1996. Since its inception with 10 teams, MLS has expanded to 30 clubs and secured a comprehensive broadcasting agreement with Apple TV.
In Chicago, the MLS club Chicago Fire invested nearly $3 million to host a large-scale watch party at a local venue, despite the city not being a host for tournament matches. Dave Baldwin, the Fire’s president of business operations, stated the investment was a strategic choice to engage residents who might otherwise only watch the tournament on television. Fans at these events are met with team branding, merchandise, and membership sign-up opportunities.
The league's broader strategy, labeled "The Next Chapter," aims to convert international tournament viewers into permanent domestic fans. Commissioner Don Garber held a press conference in New York City on July 16 to outline these goals, emphasizing the league's growth since the last time the United States hosted the event. The league reported estimated attendance figures of over 60,000 people at the Chicago site alone over the course of the summer.