Messi Launches MLS Campaign in Pivotal World Cup Period

Lionel Messi begins a vital campaign for Major League Soccer this weekend, as the swiftly expanding United States league aims to capitalise on a significant surge in attention ahead of the forthcoming World Cup.

Messi, the leagues undoubted premier attraction, will don his boots for a fourth campaign with Inter Miami, facing South Korean talent Son Heung-min's Los Angeles FC in Saturdays opening fixture at the 70000-seat Memorial Coliseum.

This represents an apt and vibrant launch for a campaign divided into two parts by the 2026 World Cup, set to occur across the United States, Canada, and Mexico this summer.

Host nations for the World Cup generally experience uplifts in crowd numbers and engagement for their home leagues, and MLS executives are keen to maintain American focus on the globes foremost sport well beyond the return of international squads.

This marks a monumental year for Major League Soccer, noted league chief Don Garber, labelling the campaign as a defining juncture for our sport.

The MLS schedule this year includes a seven-week pause for the World Cup during June and July.

Five MLS venues will stage World Cup encounters, with numerous others serving as practice grounds and supporter areas.

A greater roster of MLS participants is anticipated for the World Cup, encompassing Son, and possibly Messi, although the Argentine icon has yet to affirm his involvement in a potential record sixth tournament.

The league intends to leverage the campaigns division to attract fresh supporters.

A speculated 15 to 30 million dollar promotion budget across the global event will urge audiences to support their neighbourhood clubs, enhancing the United States leagues rising array of celebrity players.

The MLS campaign recommences for its latter portion amid the rest periods linking the World Cup semi-finals and the climax. An All-Star fixture will ensue promptly.

MLS shall occupy the core of the football realm throughout the planets grandest athletic spectacle, presenting an exceptional prospect for our league, our teams, and our athletes, stated Garber.

Fresh Talents

Opting to inaugurate the fresh MLS campaign with a clash between the leagues paramount international figures, in a vast ex-Olympic arena central to Los Angeles, is far from coincidental.

Garber foresees the biggest attendance for an opening weekend in the leagues annals.

Though MLS has leaned substantially on the magnetism of eight-time Ballon dOr recipient Messi lately, the mid-2025 signing of Son has proven revolutionary.

Acquired by Los Angeles FC for 26.5 million dollars, allegedly the heftiest fee in MLS transfers, the 33-year-olds influx has garnered backing from myriad South Koreans residing in the United States.

Further prominent acquisitions for MLS outfits this year encompass Minnesota Uniteds James Rodriguez, who secured a renewable six-month deal to regain sharpness prior to Colombias World Cup push, following challenging local campaigns.

Argentina-raised Mexican forward German Berterame has aligned with Messi at defending MLS title holders Inter Miami, co-owned by David Beckham.

Moreover, Timo Werner, linking with San Jose Earthquakes, emerges as the newest German luminary to feature in a league already hosting Thomas Muller at Vancouver Whitecaps and Marco Reus with Los Angeles Galaxy.

Premier Competitions

MLS is devising yet another substantial shift, one it anticipates will lure additional high-profile figures.

From July 2027, MLS will transition from its present spring-to-autumn format to a summer-to-spring cycle.

This adjustment will synchronise MLS with major European competitions such as Englands Premier League and Spains La Liga.

The objective is to enable United States clubs to acquire and offload worldwide expertise amid overlapping transfer periods, especially in the summer interval.

It would further sidestep conflicts with global matches and key events.

Garber remarked that the shift mirrors precisely our vision for MLS direction, not merely matching the worlds top leagues but vying with them.

Detractors deem it a risk, given that MLS will imminently vie for spectators alongside the analogously timed NFL, NBA, and NHL competitions.