MLS Cashes In on World Cup

Afternoon Edition

July 22, 2026

The World Cup is already giving some MLS teams a noticeable boost in ticket sales, with a few clubs reporting triple-digit gains. But that surge hasn’t translated into a similar jump in TV ratings.

—Griffin Senyek

First Up

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Jeff Bezos could reportedly join the bid for a stake in Liverpool. Fenway Sports Group said it is in talks but hasn’t confirmed Bezos’s involvement. Read the story.
Trail Blazers owner Tom Dundon lays off the Portland broadcast team, continuing to apply his Hurricanes playbook to cut costs. Read the story.
Chris Bosh told FOS that he thinks his former Heat teammate LeBron James should return to Miami. Read the story.

World Cup Ignites MLS Ticket Sales, but Ratings Stay Mostly Flat

Kyle Ross-Imagn Images

MLS teams are reporting strong increases in ticket sales since the start of the World Cup, with multiple teams telling Front Office Sports they have seen an increase of more than 150%.

The league debuted several initiatives during the World Cup, seeking to capitalize on the increased fan attention on soccer. MLS launched the “Thanks World, We’ll Take It From Here” ad campaign, which has been described as the largest coordinated marketing effort in league history.

Teams were also very involved, setting up local activations and hosting fan viewing events during the tournament. Red Bull New York launched a “First Match on Us” program, which offered first-time attendees two free tickets to a game of their choice. The team says the entire allotment of more than 5,000 tickets was claimed.

Early data shows the marketing strategies to have been successful, with MLS ticket sales up in several markets.

A Philadelphia Union spokesperson tells FOS that single-game ticket sales have increased by 218% since the start of the World Cup. The city, which hosted six games during the tournament, drew roughly 575,000 visitors to its Fan Fest, which was free and open for all 39 days of the tournament.

The bump in ticket sales is not exclusive to host cities, with Nashville SC seeing a 161% increase in online ticket sales since the beginning of the World Cup, according to a spokesperson. The team’s first game back Friday, which was sold out, had a 22% increase in overall merchandise sales and a 10% increase in jersey sales in the stadium.

Other teams like Charlotte FC and New England Revolution are reporting strong expected turnouts during the league’s first week back. Charlotte has sold more than double the amount of tickets for Wednesday’s match against the Atlanta United compared to the team’s most recent Wednesday night game on May 13. The Revolution are set to welcome more than 30,000 to its Saturday match against the United, which is up significantly from its seasonal average attendance of around 18,000 fans.

TV Ratings Show Little Change

Despite the change in ticket sales, ratings for Fox’s Friday primetime doubleheader did not see much of a bump from pre–World Cup viewership. Nashville and Atlanta’s game averaged 587,000 viewers, while the match between the LA Galaxy and LAFC averaged 504,000. The numbers do not include viewership data from Apple TV, which broadcasts all MLS games but does not release ratings.

Before the World Cup, Fox had only one primetime doubleheader on May 24. Inter Miami and the Union drew 578,000 viewers, while the match between LAFC and the Seattle Sounders averaged 331,000. The post–World Cup numbers, while slightly higher, do not reflect the same bump seen in ticket sales.

A potential ratings boost could come when MLS is further separated from the World Cup. Friday’s doubleheader occurred while the tournament was still ongoing, with the third-place game and final yet to be played. Additionally, none of the eight MLS players from the USMNT were in action during Friday’s set of games, along with some of the league’s biggest names in Lionel Messi and Robert Lewandowski.

AVP League Is Back at EHP Resort & Marina

Join us this weekend for two full days of world-class beach volleyball, waterfront dining, and summer on Three Mile Harbor.

The event runs Saturday and Sunday, July 25 and July 26, on the water in East Hampton, with the Cup and half the playoff field on the line across two July afternoons. Doors open at 12 p.m. ET both days, and matches run 1 to 5 p.m.

Watching from home? Matches air on The CW on Saturday, CBS Sports Network on Sunday, and the AVP YouTube channel across both days. See the full schedule here.

ONE BIG FIG

The Great Canadian Stake Sale

Jul 1, 2026; Toronto, Ontario, CAN; A general view of the opening ceremonies and Canadian National anthem before the start of a game between the New York Mets and theT oronto Blue Jays at Rogers Centre.

Nick Turchiaro-Imagn Images

53%

That’s how much Rogers Communications’s sports and media revenue jumped in the second quarter to $851 million, fueled largely by its move toward full ownership of Maple Leaf Sports & Entertainment, which owns the NHL’s Maple Leafs, NBA’s Raptors, MLS’s Toronto FC, and other major sports assets. The results beat analyst expectations and highlighted the growing value of one of the world’s largest sports portfolios.

Rogers also owns MLB’s Blue Jays and Rogers Centre, giving the company control of nearly every major men’s pro sports team and venue in Toronto. Rogers now wants to sell a minority stake in that combined sports and media business while remaining in control.

LOUD AND CLEAR

Merger Math

Denny Medley-Imagn Images

“They’re oversaturated with NFL people now with the [NFL Network] merger. There’s lots of superfluous talent.”

—That’s what one former ESPN employee said as the network’s latest layoffs highlighted the impact of its merger with NFL Network. ESPN is combining two deep NFL talent rosters, leaving some on-air personalities and staff without a role.

The latest cuts included about 10 on-air talents, along with a large number of behind-the-scenes NFL Network employees. They also come as ESPN reshapes its lineup ahead of its first Super Bowl broadcast in 2027.

Spend on the Kit. Save for the Kickoff

Being a sports fan isn’t just a passion—it’s a full financial commitment. The jerseys. The season tickets. The road trips. Every dollar you spend is a vote for the athletes and the future of the game. We respect that energy. We also know the math can often feel … lopsided.

That’s where Ally Bank comes in. With our smart spending and savings tools, you can save while you spend—so by the time playoffs roll around, your savings are already in the stands. Buy the jersey. Book the trip. Renew the season tickets. We’ll make sure your money keeps pace with your passion.

STATUS REPORT

Four Up

NBA 2K27 ⬆ 2K Sports announced Victor Wembanyama, Caitlin Clark, and Derrick Rose as the cover athletes for its basketball video game. The Spurs center will be the face of the game’s standard edition, while Clark and Rose will be the cover stars for the deluxe and ultra editions, respectively.

Paycor Stadium ⬆ Bengals fans will be welcomed by an upgraded stadium this season, with the first phase of a $500 million, multiyear renovation project nearing completion. Upgrades include expanded club lounges, grab-and-go concession stands, and new 4K scoreboard technology. A second phase in 2027 will add new escalators and a larger videoboard, among other renovations.

Stars ⬆ Restricted free agent Jason Robertson signed a one-year, $12 million contract to avoid arbitration and remain with Dallas. The team had a trade in place to send the forward to the Kraken in a sign-and-trade, but Robertson said he would not sign the offered eight-year deal worth $15 million annually from Seattle.

Boston Marathon ⬆ Beginning in 2027, the Boston Athletic Association will introduce a random drawing for approximately 1,000 additional runners who meet the qualifying time but are not selected due to race size limits, giving them a second opportunity for entry. Registration for the 2027 race opens Sept. 14.