The Club World Cup, currently unfolding in the United States, has cast a spotlight on the state of soccer in North America. While the tournament underscores the sport’s growing presence, it has also drawn criticism for sparsely attended stadiums and a lackluster atmosphere in early matches. This is particularly concerning as the U.S. prepares to co-host the 2026 World Cup. With Major League Soccer (MLS) riding the wave of global superstars like Lionel Messi, the question looms: how sustainable is the league’s growth, and what will American soccer look like after Messi’s inevitable retirement?
MLS’s Growth and the Messi Effect
The arrival of megastars, spearheaded by Lionel Messi and preceded by David Beckham, has significantly elevated MLS’s profile. Founded in the wake of the 1994 World Cup, MLS has leveraged the star power of global icons to gain momentum. However, as Juan J. López, a native of Alicante and owner of The Game Management agency and La Fabrique Academy soccer school, points out, “The true test of MLS’s strength will come after Messi retires. Only then will we see whether the league has built a sustainable structure capable of maintaining its growth beyond the boost of one global figure – and avoid the collapse that followed Pelé’s retirement in 1977.”
With Messi’s retirement on the horizon, MLS is proactively preparing for the post-Messi era. The league is focusing on strategies to ensure long-term stability, with a key emphasis on talent acquisition and development.
A Strategic Talent Pipeline
One of MLS’s primary strategies is the strategic import of talent from Europe and South America. “There’s no shame in putting forward an offer to bring in talent – whether coaches or players,” López explains. This approach is evident in the growing number of job postings in the U.S. soccer market. According to Valentín Botella Nicolás, CEO of FutbolJobs, a leading soccer employment platform based in Spain, the U.S. has seen over 90 job postings in the past two months, primarily in youth soccer. “The appeal of the U.S. market is the chance to be part of soccer’s growth in one of the world’s most important countries,” Botella notes.
While MLS salaries are modest compared to other global markets – with average college players earning around $60,000 and top newcomers up to $120,000 – the opportunity to contribute to a burgeoning soccer ecosystem is a significant draw. The league is not only importing talent but also fostering a two-way exchange. A standout example is Taty Castellanos, signed by City Group for New York City FC at 18, who later moved to Lazio for $16.2 million after loan spells, including at Girona. This season, Castellanos has notched 14 goals and 8 assists in Italy, showcasing MLS’s ability to develop and export talent. Recent job listings, such as one for an MLS team seeking a U22 central midfielder with a transfer fee of up to $3.25 million, further highlight this shift toward a global talent exchange.
Building a Coaching Foundation
Beyond players, MLS is investing in coaching talent to nurture local prospects. “There’s a huge amount of football knowledge in Europe, so when a coach arrives in the U.S., they have a lot to offer,” says López. North American clubs are increasingly recruiting youth coaches to build a robust development pipeline. As Botella points out, “North American clubs are constantly putting out job offers for youth coaches,” signaling a commitment to long-term growth.
Looking Ahead: A Sustainable Future?
As the U.S. prepares to host the 2026 World Cup, the challenges highlighted by the Club World Cup – empty seats and lack of atmosphere – underscore the need for MLS to deepen its cultural roots. By fostering a two-way talent flow, investing in coaching, and building a sustainable infrastructure, MLS aims to avoid the pitfalls of the post-Pelé era. The league’s “unique” strategy hinges on balancing global star power with grassroots development, ensuring that American soccer remains vibrant long after Messi leaves the pitch.