How MLS Leverages Global Icons To Drive Growth

Key Concepts

• MLS 3.0: The next phase of Major League Soccer’s growth, focused on attracting higher-caliber players, reshaping the Apple TV deal, and potentially a new media rights agreement.
• International Market Expansion: Leveraging star players (like Sun and Messi) to tap into lucrative international markets, particularly Korea and other Asian countries.
• Stadium Experience & Revenue: The importance of stadium design (premium spaces, enclosed structures) and maximizing matchday revenue (ticketing, concessions, merchandise).
• Economic Impact of Star Players: The significant financial benefits – ticketing, sponsorships, brand awareness – that come with acquiring high-profile players.
• Synergy between On-Field Success & Business Growth: The positive correlation between winning on the pitch and increased commercial opportunities.
• El Trafico: The rivalry between LAFC and the LA Galaxy, positioned as a key marketing opportunity.

LAFC’s 2026 Season Preparation & Growth Strategy

Larry Freeman, co-president of LAFC, details the club’s current position and future strategies, focusing on the impact of recent player acquisitions and the broader landscape of MLS. The conversation centers around capitalizing on the momentum generated by players like Sun and Messi, and preparing for the 2026 World Cup and the evolution of MLS.

Player Acquisition & Impact: The Sun Example

The acquisition of Sun was initially unexpected, as the player was not considering options in North America or MLS. John Thorington, LAFC’s general manager, successfully “wooed” Sun, recognizing his potential impact. This impact was immediate, extending beyond on-field performance. Freeman notes the “chemistry” between Sun and players like Denny Banga, transforming the team’s dynamic. Sun’s personality is described as “walking sunshine,” positively influencing the entire organization.

From a business perspective, demand for tickets surged, particularly within the Korean-American and Southeast Asian-American communities in Los Angeles, as well as fans of Tottenham Hotspur. This increased demand attracted new sponsorship opportunities, including Korean-based companies like Paris Baguette, My Real Trip, and Wire Barley. Freeman emphasizes that the arrival of a player of Sun’s caliber signals a “different day” for LAFC and MLS, attracting interest from both global and local brands.

Economic Considerations & the Otani Comparison

Freeman acknowledges the financial implications of acquiring a player like Sun, noting the increased ticket pricing and the active secondary market. He draws a comparison to Shohei Otani’s impact on the Los Angeles Dodgers, stating that the positive effects aren’t automatic but can be “exponential” when the right player joins the right organization. He highlights the importance of a “one plus one equals three” equation, where the player’s brand, the club’s brand, and the Los Angeles market combine for significant results. He clarifies that while Sun’s impact won’t be on the scale of Messi or Otani, it represents a substantial boost for the club.

MLS 3.0 & League Evolution

The discussion shifts to MLS 3.0, characterized by a reshaping of the Apple TV deal (including inclusion in Apple subscriptions and partnerships for wider distribution), potential new media rights deals, and increased investment in players. Freeman believes LAFC is “proving the model” – demonstrating that significant investment in top-tier players can be financially viable. He cites Carlos Vela’s initial impact on the club as a precedent for this strategy.

He emphasizes that MLS 3.0 will see a league where “every team has a player of this caliber,” attracting players who previously might have avoided MLS due to concerns about national team selection. The upcoming World Cup in North America is seen as a pivotal moment to connect MLS players with their national teams and raise the league’s profile. The tournament will allow fans to recognize MLS players competing on the international stage, dispelling the notion that playing in MLS is detrimental to national team aspirations.

Revenue Streams & Stadium Importance

Freeman outlines the typical MLS revenue model (40% sponsorship, 40% ticketing, 20% other) and how LAFC differentiates itself through concerts, billboards, and other revenue streams. He stresses the importance of maximizing matchday revenue, emphasizing the need to get “butts in seats” and encourage spending on merchandise, food, and parking. He notes that filling stadiums remains a challenge for some MLS clubs.

He highlights the critical role of stadium infrastructure, contrasting LAFC’s premium-focused stadium design with the more basic approach taken by some other clubs. He argues that investing in premium spaces drives ticket revenue and enhances the fan experience. He points to successful stadium projects in Austin, Nashville, New York City, and Chicago as examples of this approach.

Market Opportunities & Expansion

The conversation touches on potential expansion and ownership changes in Vancouver and San Jose. Freeman advises prospective owners to prioritize stadium ownership and control, citing LAFC’s model as ideal. He emphasizes the importance of learning from the successes and failures of other clubs, referencing the lessons learned from the Kansas City and Frisco experiences.

World Cup 2026 & LAFC’s Strategy

LAFC plans to capitalize on the 2026 World Cup by leveraging the presence of Sun and other national team players on their roster. They will host watch parties, engage in community events, and utilize the increased attention to promote the club’s brand. Freeman highlights the opportunity to showcase the “El Trafico” rivalry against the LA Galaxy on a major broadcast platform (Big Fox) immediately following the World Cup final, capitalizing on the heightened interest in soccer. He believes the World Cup presents an “unbelievable opportunity” to connect MLS with a global audience and solidify its position as a major soccer league.

Notable Quote:

“We are going to tell the story over and over and over again… about the players on our roster. Sunny plays for Canada. We’ve just picked up a couple of additional Canadian national team players, obviously. Sunny, we hope both of those teams run deep.” – Larry Freeman, on LAFC’s strategy for leveraging the 2026 World Cup.

Technical Terms:

• MLS 3.0: The next phase of Major League Soccer’s development, focusing on increased investment in players and league-wide growth.
• Al Trafico: The rivalry between LAFC and the LA Galaxy.
• Secondary Market: The resale market for tickets.
• AYSO: American Youth Soccer Organization, used to illustrate the previous perception of MLS as a less competitive league.
• Sofi Stadium: The stadium hosting several matches during the 2026 World Cup.