Beckham, Messi, expansion, streaming, more: Five ways MLS commissioner Don Garber forever changed soccer in the U.S.

Garber’s vision, accomplishments have significantly shaped the landscape of U.S. soccer over 25 years at MLS helm

When Don Garber was named MLS commissioner in 1999, the Los Angeles Times ran an editorial claiming that the former NFL international senior vice president was a “bad choice in any language” for the job. Here was a businessman with little apparent soccer knowledge, brought in to run a struggling league, the supposed centerpiece of the growth of a sport still relatively fresh in the mainstream consciousness of the U.S. landscape.

Twenty-five years later, it would seem some of the critics got it wrong. Garber has now been at the helm for a quarter of a century, and during his tenure, MLS has undergone immense growth, both in terms of size and profitability. What was once a struggling institution is now central to an ever-growing U.S. soccer landscape, a real hub of the beautiful game in a country that is embracing the sport more every day.

This didn’t all happen overnight, though. Some of Garber’s changes were immediate, but most of MLS’s growth has come over time, with key events assisting the notoriety of the league on the global stage. Garber, who celebrates his 25th anniversary as MLS commissioner this month, helped rescue the league from collapse and now leads an MLS that has grown in profile both in the U.S. and internationally.

“MLS has driven the rise of a soccer nation in America and Canada,” Garber told the Associated Press. “And that sounds like it’s amorphous, but it’s not. That’s the most important accomplishment, that we built a powerful soccer nation. We’ve been the driver of the growth of the beautiful game in our region at so many different levels. We have become a respected league in the eyes of players, fans and institutions that govern the sport. I am most proud of that. ”

GOAL US takes a look at some of the major changes Garber has made to help MLS become a major player in world soccer.

Increased club valuations

When Garber took over, MLS, as a financial institution, was in trouble. There were genuine concerns as to whether the league – then just 12 teams strong – could survive long into the 21st century. Two teams folded two years after he started, the Miami Fusion and Tampa Bay Mutiny, deemed not “economically feasible” at the time. But in 2005, as MLS went back to 12 teams, and the momentum shifted.

Today, the average valuation of an MLS club is $678 million, according to Sportico. There are two clubs valued at more than $1 billion: Los Angeles FC, and Inter Miami CF. MLS is now home to 20 of the 50 most valuable soccer clubs in the world. LAFC would be the seventh most valuable club in England’s Premier League, fourth most valuable in Spain’s La Liga, and third in Italy’s Serie A, according to Forbes.

MLS Expansion

One of the biggest issues Garber faced when he took over was the relative lack of size of the league.

Compared to other major leagues in North America, MLS’s reach was small at just 12 teams. Those clubs were also managed by six ownership groups. Garber needed the necessary investment to push MLS forward. The commissioner was able to sell soccer’s future in this region and attract some of the most well-known top -ollar investors around the world. From the New York Yankees (NYCFC) to the Atlanta Falcons’ Arthur Blank, the profile of ownership groups have dramatically changed.

As a result, so has the league.

Since 2004, the league has almost tripled in size and spans two countries. There are now 30 teams in the U.S. and Canada, with several hopeful ownerships in markets such as Indianapolis and Las Vegas.

In 2005, Real Salt Lake’s expansion fee was reported to be $7.5 million. Today, the expansion fee is $500 million.

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Becks and Messi

David Beckham’s arrival in MLS changed the landscape of American soccer. Suddenly, the U.S. had a global megastar in its ranks, an elite athlete but also a recognizable brand. To say that Beckham merely “put MLS on the map” would be a masterclass in understatement. Garber played a significant roll in his recruitment as the commissioner created the Designated Player rule, allowing teams to largely bypass the salary cap to sign big names.

As a result, a host of globally known players followed Beckham to North America — including Thierry Henry, David Villa and Zlatan Ibrahimovic. There were some moves that didn’t pan out, Rafa Marquez and Andrea Pirlo for example, leading to the famous “retirement league” criticisms. But Beckham’s signing and DP rule proved to be a significant boost for MLS.

And of course, it also paved the way for the league’s most monumental signing – Argentine superstar Lionel Messi, who joined Inter Miami last year after winning the World Cup with his home country. MLS needed big names in order to grow. And under Garber’s stewardship, it has more than delivered.

Player development and scouting

Garber once stated his ambition for MLS to be a top global league by 2026. While that remains to be seen, several rules implemented over the past few years have raised the league’s profile as a place where talent can develop.

MLS wonderkid Cavan Sullivan might be gaining recent attention, but the league has either developed or signed prospects who have gone on to star in international leagues. For example, Gladbach’s Joe Scally, who has made 89 Bundesliga appearances at just 21 years old, got his pro debut at NYCFC. Another notable player is Newcastle United’s Miguel Almiron, who scored 11 goals in the Premier League during the 2022-23 season. MLS continues to send more impactful talents abroad.

The most successful MLS sides tap into their own communities and have expansive scouting networks to bring in talent. This approach has allowed MLS clubs to become profitable and sustainable franchises, with the best teams acquiring talent, developing it, utilizing it, and eventually moving it on for a profit. Although there are still challenges in encouraging the U.S.’s best players to stay in the league, there is now a structure in place that has allowed American soccer to undergo organic growth.

Apple TV+

Streaming deal

When MLS broadcast rights agreements with ESPN, Fox and local networks wrapped up in 2022, Garber found an innovative solution to make his league more accessible. Similar to millions of Americans, he largely cut the cord and went to streaming, engineering a 10-year agreement worth $2.5 billion with Apple TV. Fox remains a limited linear broadcast partner for the league. By comparison, the league’s previous pacts with ESPN and Fox Sports totaled $75 million annually.

MLS discovered 83 percent of its viewership came from streaming devices or on-demand replays. With several RSNs struggling with blackouts also being considered, MLS wisely pivoted and now more established leagues such the NBA are taking steps toward increased streaming. The NBA recently decided to drop longtime national broadcast partner Warner, for example, and replace it with Amazon, despite the two companies offering the same amount – following a trail blazed in part by the MLS.