Swanson: World Cup shows MLS still needs to achieve major goals to grow the game

4 min Click here to listen to this article Share via Close extra sharing options Email Facebook X LinkedIn Threads Reddit WhatsApp Copy Link URL Copied! Print 0:00 0:00 1x This is read by an automated voice. Please report any issues or inconsistencies here. See more from the L.A. Times in Google Search. Set us as preferred Remember when we were sure the World Cup would suffer from all the issues that had everyone seeing red before the first ball was kicked? And remember when we were certain soccer could never catch on in this country? Despite controversies over visas and ticket prices and transportation, and in spite of consternation over expansion and new rules, the game has, as usual, proved too good to fail. And we, the American people, have become unusually engrossed in it. We’ve been tuning in on TV in record numbers and, even at exorbitant prices, helping to sell out our 70,000-some-capacity stadiums. Before group play was even finished, this tournament — staged also in Mexico and Canada — already outdrew the 1994 World Cup, which was hosted by the United States and set an attendance record of nearly 3.6 million. Stephen Eustáquio scores in the 92nd minute to lift Canada to a 1-0 victory over South Africa in the first round of 32 match at the FIFA World Cup. We’ve been loving the healthy cultural exchange, and we’re being reminded that cultural barriers of traditional sports fandom can be breached. So now, to keep our interest from drying out like a pitch on a hot summer day, the goal should be to keep the market saturated with soccer. That will take Major League Soccer tearing down all the walls. It’s already turned the page on its calendar, adopting a summer-to-spring season format that will better blend with the global game. Now MLS needs to make its games easier to watch, and to do its part to make the sport easier to play. While the proverbial iron is hot, it needs a strike like Stephen Eustáquio’s winning rocket in the 92nd minute of Canada’s 1-0 victory against South Africa on Sunday at SoFi Stadium. Eleven players on the two teams were MLS representatives — including Eustáquio, who spent the last six months in LAFC’s midfield. Goalkeeper Maxime Crépeau, who played two seasons with LAFC and now plays for Orlando City, stopped the only shot he saw for his second clean sheet this World Cup, which saw the Canadians succeed in their first knockout stage appearance. There’s been no avoiding MLS players in this World Cup. The greatest of them is piling up goals for Argentina: Lionel Messi, the Inter Miami superstar, is now the all-time World Cup goal-scorer (with 19). MLS has set an attendance record too, with 44 players participating. It ranks as the league with the second-most players apart from the top five European leagues. LAFC had three current players in the mix. But wait. Record skip. Before you celebrate the MLS’s contributions to this soccer spectacle, check with the VAR. Yep, without the 13 MLS players representing nations that rank 40th or lower in FIFA’s world ranking, there actually would be fewer than the 37 MLS participants at the World Cup four years ago. A baby’s first steps are for celebrating, but three decades after the league’s formation, MLS is still searching for a giant leap. It’s still having a mean time of trying to make “fetch” happen for real. It would help to make its games more readily available — not to the already converted, but to fans who didn’t even know what they didn’t know about soccer until the World Cup began in their backyards. MLS has already brought MLS from behind Apple’s season pass paywall. And the league and streaming service also reportedly have agreed to a revised media rights deal that will end at the end of the 2028-29 season, three and a half years earlier than expected. But the hat trick would be to remove the need to subscribe to streaming service to watch MLS games altogether, and then get those matches onto the networks people know to tune into for their sports. And stop gatekeeping. MLS’s developmental programs are too restrictive and exclusive — they’re not developing more soccer players, they’re curtailing who can play. It’s in the league’s interests, and the sport’s in this country, to encourage as many players to play as much as they can — including for their high school teams, which MLS Next bars. They’ve got people in the tent; the goal should be to make them want to stay. To make them want to join the world’s circus, not to let it pack up and move on, out of sight and out of mind, until it swings back through years from now.

Swanson: World Cup shows MLS still needs to achieve major goals to grow the game

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