‘The Rise of MLS’: Author Norm O’Reilly on the League’s Past, Present, and Future | OneFootball

Norm O’Reilly, co-author of The Rise of Major League Soccer: Building a Global Giant sits down with us to discuss the key findings from his new book, which was recently showcased at the MLS league office. He answers questions about the foundation and future of the league, in addition to its holy grail: television.

Norm O’Reilly and Rick Burton co-wrote The Rise of Major League Soccer: Building a Global Giant, a 256-page account that chronicles MLS through its highs, lows, and moments when the league’s survival was in serious doubt.

The book’s central thesis is that Major League Soccer is quickly positioning itself among the world’s top soccer leagues. This growth is fueled by major moves such as its groundbreaking Apple partnership, the arrival of global icon Lionel Messi, and the upcoming 2026 FIFA World Cup taking place on North American soil.

In The Rise of Major League Soccer, sports business experts Burton and O’Reilly dive deep into the league’s evolution and the increasing presence of top European clubs in the U.S. market. The book offers a compelling look at how MLS is transforming from a domestic upstart into a global force, making it essential reading for soccer fans, industry insiders, and anyone curious about the future of sports in America.

We sit down with O’Reilly to discuss the book’s release, the journey of the league, and the most important keys for its future.

Interview edited for clarity and brevity.

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Urban Pitch: What can MLS fans expect when reading The Rise of Major League Soccer: Building a Global Icon?

Norm O’Reilly: So Rick Burton, who’s from Syracuse, and I have written several books together. About two years ago, we did one on the NHL and its success as a business. That book did really well and caught the attention of a publisher and our agent, who asked if we wanted to explore other leagues with a similar story. We both know MLS well and have followed it closely.

The idea came together, and we started a journalistic exploration of MLS’s history — going back to its start and even before with the 1994 World Cup. We dug deep into key moments like Beckham’s arrival and discovered things like a previously failed Miami club in MLS that not many knew about. We interviewed many people involved and took a different, more journalistic approach than usual, which we really enjoyed.

The league has been very supportive; we did the book launch at their headquarters two weeks ago with about 250 staff getting copies and doing signings. It’s an amazing story. With the Club World Cup this spring and the World Cup next year, we expect soccer to reach a whole new level, which makes the timing perfect for the book.

MLS has definitely grown a lot, but it’s also faced some tough moments like in 1999 and 2000, how close did MLS actually come to folding?

It wasn’t just a couple of moments. Almost every year during the league’s early days, owners were seriously discussing shutting it down. You mentioned 1999, the early 2000s, and even Beckham’s arrival in 2007 as key moments, and you’re right. But the truth is, contraction, losses, and uncertainty were an ongoing reality from the very beginning up until around 2007.

It really took Beckham coming to the league — and bringing with him global attention — for MLS to finally feel like a sustainable business. Before that, the original ownership groups like Hunt, Anschutz, Kraft, and others were writing annual checks and hoping for the best. At one point, there were even serious talks about merging surviving MLS teams with Mexico’s top division.

The single-entity structure helped keep the league alive by limiting risk, but financially it was fragile. The league had to contract two Florida teams in 2002, and franchise values were unstable for years. Expansion fees didn’t really increase until Beckham arrived. So survival was an ongoing battle until well into the 2000s.

Where does MLS stand financially now? What keeps it sustainable?

MLS is much stronger now thanks to cost controls. Unlike other leagues like the EPL or La Liga, MLS has salary caps and the Designated Player rule, which limits big spending. Only a few teams spend heavily on DPs, most don’t.

Even though media and broadcast revenue still trails the big U.S. sports leagues, the controlled spending means most owners are financially secure. Many owners, like Maple Leaf Sports & Entertainment in Toronto, view MLS as part of a bigger sports portfolio, which spreads risk.

What’s the “holy grail” now? Has MLS hit a ceiling? Is TV/media the next big step?

Yes. Media — especially digital streaming — is the next frontier. As the book quotes: “Radio made baseball. TV made the NFL. Digital will make MLS.” We dedicated an entire chapter to the Apple deal. What’s fascinating is that MLS essentially skipped the traditional linear television stage entirely and went straight to digital. This is where the Messi factor really comes into play. Now, it doesn’t matter where you are — whether you’re in Spain or Barcelona — if you want to follow your old star, you can easily do it through Apple. So that’s a major shift.

That’s the first big piece. I think they’re doing a great job. Digital streaming, over-the-top content, whatever you want to call it, is clearly the future of television, and MLS went straight there. Other leagues, like the NFL, are still heavily reliant on traditional linear TV models, which we all know are dying quickly.

The second piece, which we refer to as the “holy grail,” may sound ambitious or aspirational — but if MLS can eventually align its player transfer windows and talent development system with the global football calendar and the top-tier European leagues, that could elevate the league to a whole new level.

Right now, most people would agree that, with a few exceptions, MLS is a tier below the top European leagues in terms of quality. It has come a long way — if you compare a match from 2000 to now, it’s night and day — but it’s still not at the level of the Premier League, La Liga, or Bundesliga.

To reach that next step, the league has to become viable for top global talent in their prime, say, at 23 years old, not just players at the tail end of their careers at 33. That’s crucial. And the first piece — the Apple deal and digital reach — might help lead to that second goal, because it brings in the kind of money that allows you to compete for top talent.

Those are the two big components we explore in the book. We also discuss them on podcasts. We’ve been doing quite a few because the book is getting attention. People push back sometimes and ask, “Are you being too ambitious?” Maybe, but we see it as confident rather than overly optimistic.

Think about it: there are already MLS clubs valued at over a billion dollars. The 1994 World Cup changed soccer in North America. The 2026 World Cup is going to take it to an entirely new level, and MLS will be the biggest beneficiary of that growth. So if you believe that’s true, then no, we’re not being too aspirational. Just forward-looking.

Should the next MLS commissioner be a media executive rather than a “soccer person” to better navigate the growing change in mass media and get the league’s message across?

That’s a strong possibility. The current model has worked because of Don Garber’s NFL-style structure. Garber worked for the NFL for about 10 years. The NFL operates under this kind of socialist model of ownership. Love it or hate it, the NFL is the most profitable sports league in the world by a wide margin. All the teams make a ton of money, and they share revenue equally. That means the New York teams give up some of their earnings so that a smaller market like Kansas City can make just as much. It’s a very collective, shared model.

Garber brought that structure to MLS through single-entity ownership, and it’s worked. So you’re absolutely right: having the right type of commissioner for the right moment is crucial. That’s a great point, and I agree. You want someone who deeply understands marketing and media.

The second part of your question made me think a bit more. It’s important to clarify: Apple isn’t the product; it’s the platform. Getting MLS on that platform was an amazing deal, but the platform alone isn’t enough. You have to have compelling content. Without quality content, it doesn’t matter how good your distribution is.

That’s where the Messi factor comes in, just as the Beckham factor did years ago. Beckham’s arrival was pre-streaming, but it still had a massive impact. It drove video game sales, merch sales, and brand visibility. I mean, at one point, you had a million people in major Chinese cities wearing LA Galaxy jerseys. It had that kind of reach.

Now, if you look further back, the original North American Soccer League in the late ’70s had massive success in New York, but the rest of the league failed. Similarly, the earlier MLS club in Miami lasted only four years, despite one really good season and signing big stars from South America. It just didn’t work.

So your point is spot on: you need both. You need the content distribution mechanism like the Apple deal, but also the quality content to go with it. The league needs better teams, better games, recognizable stars, celebrity power. Those two elements have to go hand in hand. And MLS has clearly figured that out since the Beckham era, and they’ll keep building on it.

So to your point about the next commissioner: whoever steps into that role should have either strong player connectivity, especially with Europe’s top leagues, or a deep understanding of digital marketing and distribution.

How important has Lionel Messi been to MLS’s growth and finances?

Messi is hugely important — but more of a catalyst than the foundation. Experts rank Messi behind key moments like the 1994 World Cup, soccer-specific stadiums, the Apple deal, and the Beckham signing. Those were the building blocks that made Messi’s arrival possible. His impact is massive now, but it rests on decades of groundwork.

MLS was originally tied closely to U.S. Soccer. The league was a place for Americans to play for the national team and elevate the national team. Has that changed? Is the league still primarily for American players or is it about the league’s own interests now?

The relationship has evolved. While MLS and U.S. Soccer still partner, especially leading into the 2026 World Cup, the league is more global now. Teams have players from over 60 countries. Some teams, like Portland, have only a few Americans.

This shift mirrors leagues like the EPL, which are global despite being based in one country. MLS’s mission has changed from developing American players to being a successful global soccer league. That was probably necessary for growth.

What about the USL’s push for promotion/relegation? Could that disrupt MLS’ growth?

It’s something to watch. USL’s talk of promotion/relegation is gaining momentum. MLS has pushed back by expanding its own development leagues and consolidating control.

We finalized the book a few months ago, but this was something that came up often. It’s definitely a double-edged sword; there are pros and cons.

On the pro side, they’re trying to build a European-style club system for a variety of reasons: talent development, player transfers, and so on. So having more strong clubs and leagues, like the Canadian Premier League, which is doing well, is a positive development. The broader idea is to eventually evolve into a multi-tiered promotion and relegation system. That’s something we know some owners are really pushing for, while others are more hesitant.

Relegation, after all, can be a scary concept, especially for people who have invested a lot of money into their clubs. It’s just not something that’s culturally familiar in North American sports.

But with that said, competition itself, and the emergence of new leagues and new investors willing to support the sport, is a good sign overall. It signals that the market is healthy and growing.

The Rise of Major League Soccer: Building a Global Giant is on sale now and can be found on Amazon.