Open Letter to Major League Soccer Owners

Dear MLS Owners,

As we find ourselves at a critical crossroads in the evolution of Major League Soccer, I write to you with a blend of urgency and hope. The potential for our league is immense—exclusive markets, untapped territories, and robust commercial backing present us with an unparalleled opportunity to shape a true footballing paradise. However, if we continue down the path defined by traditional American sports models, we risk stagnation and discontent among our fans, players, and communities. The time for transformative action is now.

Move Beyond the NFL Franchise Model

The NFL franchise model, while effective in its own realm, is ill-suited for the unique dynamics of soccer in the U.S. Limited ownership structures and shared revenues may have worked for American football, but they stifle the growth and vitality of soccer. The belief that MLS franchises can command valuations over $1 billion—particularly from nation-states—is fundamentally misguided. While private equity may inflate these figures, the true value lies in our territorial rights and the restrictive single-entity structure that limits competition. We must pivot to individual ownership models that reflect global best practices, fostering a more dynamic and competitive environment free from salary caps. Reassessing our leadership roles, including that of Don Garber, is crucial to aligning our focus with the league’s true potential.

Invest in Youth Development

To cultivate talent that can compete on the global stage, we must prioritize building comprehensive youth academies modeled on the successful tiered systems of European football. By investing in youth development, we can ensure a steady pipeline of skilled players who embody the spirit and passion of American soccer. Rather than simply acquiring aging superstars, let us commit to nurturing homegrown talent, enriching our league with players who reflect our communities and their aspirations.

Empower Community Ownership

Beyond the minor league structure of MLS Next Pro, we should explore empowering local communities to own and manage their clubs. This model of community ownership deepens local ties and fosters grassroots engagement and talent development. Infrastructure must be designed with community input, ensuring that stadiums and training facilities are welcoming and accessible to all. Additionally, we could explore innovative ownership structures, such as tokenization or launching an Initial Public Offering (IPO), to democratize investment and strengthen the bond between fans and their teams.

Rethink Broadcast and Sponsorship Strategies

Our current media partnerships, such as the deal with Apple, may not yield optimal returns, especially given that MLS bears the responsibility of production. By shifting our focus to platforms like YouTube and collaborating with influencers and brands, we can broaden our audience reach and engagement. Organizing soccer festivals featuring back-to-back matches can also generate excitement and attract diverse audiences, enhancing our visibility and fan engagement.

Cultivate International Partnerships

Forging relationships with international leagues, such as the English Football League (EFL), can elevate MLS's credibility and reputation. Collaborations in areas such as player exchanges and friendly matches will not only enhance our league's profile but also provide invaluable learning opportunities for players and coaching staff.

Adopt an Inclusive Ticketing Strategy

Inclusivity should be at the heart of our mission. Making tickets affordable and accessible encourages a diverse range of fans to attend matches, fostering a vibrant matchday atmosphere that attracts families and casual supporters alike.

Establish Independent Governance

We should seriously consider establishing an independent governance structure that allows for tailored decision-making aligned with our specific needs and vision. This autonomy would empower us to innovate and respond swiftly to the evolving landscape of American soccer. Additionally, acquiring the United Soccer League (USL) and applying similar principles could significantly strengthen our football ecosystem.

Engage Local Communities and Foster Grassroots Initiatives

Engaging local communities is paramount. Inviting representatives from community organizations, colleges, and social groups to participate in league events can foster a sense of belonging and investment in our teams. We must also approach the promotion of young talent with care; while it’s essential to support emerging players, overhyping them and imposing exclusivity contracts can create undue pressure and unrealistic expectations.

A Call to Action

The future of MLS depends on our collective willingness to evolve beyond the constraints of the current franchise model. Let us seize this moment to imagine a league that not only thrives financially but also becomes a cherished part of our communities and culture. Together, we can create a sustainable, vibrant football culture that resonates with fans across the nation.

I urge each of you to join me in this vision. Let us convene a summit to discuss these proposals, collaborate on actionable steps, and reignite the passion for soccer in America. The legacy of MLS and the future of American soccer are in our hands—let's act boldly and decisively.

Sincerely,

Scott