'More and more investment' - MLS commissioner Don Garber on roster recruitment, Lionel Messi's contract, schedule change, Apple TV deal as MLS's 30th season nears

Major League Soccer will see increased investment in rosters, driven by its new cash-for-player trade mechanisms, Commissioner Don Garber said as he looked ahead to the league's 30th season.

"Probably the biggest innovation we’ve had has been cash trades within the league," Garber told Sports Business Journal. "Think of it almost as an internal transfer market, which is something that’s new. We had Jack McGlynn as the best example of that."

Garber sat down with SBJ to discuss some of the most important and pressing matters ahead of the 2025 campaign as the league prepares for arguably its most important season to date.

The league's 30th team, expansion side San Diego FC, will begin play in 2025 -- while MLS itself is at the highest competitive level it has ever been in comparison to the global game. World-renowned superstars have made their way to the United States and Canada to be able to play in the league, while MLS academies are producing at a record rate, too.

Garber shared that the season ahead will be their biggest and most exciting yet due to some new partnerships with the aim of expanding MLS Season Pass' reach.

"There’ll be more marketing and more social activity from Apple this year than probably any other year in our three-year history. New partnership with T-Mobile, partnership with Comcast, with Xfinity, and lots of international programs to ensure that we’re getting MLS Season Pass in front of as many global fans as possible.

He added, "We relaunched a new format with the Leagues Cup, and we’re very excited about what that’s going to look like. What is more exciting than the launch of a new team, our 30th, in San Diego? We came off a record attendance year — we’re the second-most attended league in in the world — and we hope to continue to build our fan base and create more connections with those folks that love our game and hopefully get in front of many more who we can turn into avid, devoted fans."

In late January, MLS announced a new trademark Sunday night matchup as a part of the 2025 schedule, labeled "Sunday Night Soccer." The league said that the primetime matchup, held every Sunday, will be accompanied by special pre- and post-match coverage, and feature the network's leading broadcasters - in both English and Spanish.

Garber shared that it is part of their strategy for 2025.

"It’s, you know, a new, enhanced broadcast we’re calling Sunday Night Soccer. The first will be San Diego versus the LA Galaxy, their inaugural game on the 23rd. It’s going to be televised live in Times Square. The studio is something that we’ve worked in great collaboration with them, in addition to a very focused and robust increased distribution plan, both DirecTV residential, Xfinity and Comcast. The marketing plan that we have is ambitious. It’s comprehensive. It’s something that’s probably the most expansive we’ve had in the league’s history, as evidenced by the post-Super Bowl Messi ad. It’s all the things that I just said before."

Their partnership with Apple TV has been a successful one, with the league having a home for all of their matches. Ultimately, though, it is set to be measured by subscriptions in 2025, per Garber.

"The ultimate measure is subscriptions. We’re happy with where we have been over the last couple of years, but clearly looking to build on our domestic and international subscriber base and getting more and more people to watch our game. A lot of that is just about the familiarity with MLS Season Pass on a both domestic and global basis, but it’s also about accessibility. All those programs that were mentioned are going to put Season Pass in front of more people than before. We’re particularly excited about our promotion with T-Mobile."

In October, 2024, it was reported that MLS was mulling a calendar switch from their current structure of February-December -- opposite of the European calendar -- to a fall to spring calendar that would see breaks taken in the winter and summer.

Garber revealed that those conversations are still alive and well, but no permanent decision has been made yet.

"We are discussing it internally, not just the league office, but amongst our clubs. No decision has been made, and there really is no timetable. We’ve recently conducted more research with fan focus groups in multiple markets, and we continue to have [executive vice president of sporting product and competition] Nelson Rodriguez meeting with our clubs. That’s very real-time as he’s going around, speaking with sporting directors and chief business officers and owners.

"We believe that while there’s some challenges with the shift to the international calendar, we think there are some real benefits: having an alignment with the international transfer window, addressing where and how we would have our offseason, where we would have our preseason. How does that align with lots of activity that’s taking place here, particularly over the next couple of summers, with the international calendar, which we expect is probably going to continue? It allows us to align with international fixture dates. It allows us to move our playoffs to a different time of the year.

"So, while there are issues that we need to work through, we think overall, there are lots of positives. But we’re not going to do anything until we fully vet it throughout all the different stakeholders that would be impacted by such a change, including our players."

He added that they are not able to share any data from fan and research groups yet, but that added that they are valuing all input from all persons involved with the league with a potential switch, including cold-weather teams that could be impacted by revenue due to outdoor conditions.

"Right now, it’s premature to talk about what the decision-making process would be. We’ve got to be sure that any and all stakeholders that are impacted by this are engaged with us, are able to express their point of view, as we always do with any key decision, and collaborate together, ensure that making the best decision for our entire league."

Prior to the start of the 2025 season, MLS announced multiple roster rule changes, but most notably, implemented a Cash for Trades system that had allowed clubs to pay straight cash fees to clubs within the league for players without involving Allocation Money or other assets.

Now, no other changes are expected to be implemented soon, but with the amount of money spent this offseason, Garber believes it's a testament to ther growth of the league.

"We continue to work with our sporting and competition committee and all aspects of the on-field part of our business...MLS clubs have spent more money in 2024 on incoming players than ever before. I think you’re going to see more and more investment like you saw this year. There’s some incredibly exciting players that our teams have gone out and purchased. This year, we had our largest transfer fee paid in Atlanta for [Emmanuel Latte Lath], a young player, 26 years old. We brought back two U.S. national team players, which I think is fantastic for both San Diego [with Luca de la Torre] and in Austin [with Brandon Vazquez]. Chucky Lozano was signed [by San Diego] early last year."

He added, "This kid Kevin Denkey from the Belgian League came into Cincinnati with a $16 million transfer. So, there’s been just a ton of activity. Both young players, [Victor Loturi] in Montreal, who was the young Canadian Player of the Year, and obviously [Cavan Sullivan] is going to make some real noise I’m expecting this year [for Philadelphia]. So, there’s lots of stuff happening on the player side."

Lionel Messi signed for MLS side Inter Miami in summer 2023, immediately leading them to the inaugural Leagues Cup title. He followed it up in 2024 by helping guide them to the Supporters' Shield and the MLS points record during the regular season, while claiming the league MVP award himself. However, his contract is set to expire at the end of the 2026 season. Asked if there are expectations that this will be his final season in MLS, Garber avoided an answer, but shared how delighted he has been with the Argentine's performances.

"Messi has been a game changer. All of us at MLS are just so pleased with how quickly he’s got himself connected to his club, his city and really importantly soccer fans across our country and across the world. He’s playing well, he had a great offseason or preseason and he continues to become more and more connected to Major League Soccer, and I hope we can continue to see him play for Miami."

The Herons are also one of two MLS sides competing in the 2025 FIFA Club World Cup in the United States, alongside the Seattle Sounders. Asked if their performances will be a measuring stick for the league, Garber responded in saying it's more about the opportunity for the league rather than it serving as judgement.

"Well, if I could do the draw in my office, then we could really look at it as a measuring stick. [Laughs] Listen, we really could not be more excited about the Club World Cup. MLS is very engaged with FIFA on the program. [FIFA president] Gianni Infantino has said that he thinks that this tournament is going to become one of the most important sporting events on the calendar, and I believe that to be true. Obviously, it’s the first year. We’re excited to host it in the United States. Our league is very supportive of it, our clubs are supportive of it and clearly we’re very excited to have Miami and Seattle play. Both of them have got pretty tough draws, so I’m not sure I would look at it as measuring stick as much as it is an opportunity to have our teams perform in a global showcase along with the best soccer teams in the world."

The league's 30th season kicks off on Saturday with LAFC hosting Minnesota United in a Western Conference clash. Messi and Miami begin their season later that evening against New York City FC, while expansion side San Diego FC begin play on Sunday against the reigning champions, LA Galaxy in the first edition of Sunday Night Soccer on Apple TV.