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Tom Hindle

'It’s not amongst the top leagues' - Columbus Crew owner Jimmy Haslam calls on MLS to serve 'better product' to reach top-five goal

Jimmy Haslam, who owns the Columbus Crew and Cleveland Browns, claimed that MLS has a "long way to go" before it is able to consider itself a top-five league. He called on the league to "put a better product on the field" and suggested that a promotion-relegation system could potentially drum up interest as MLS continues to struggle in drawing consistent TV audiences.

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    Calling for improvement

    Haslam acknowledged that while MLS has made progress, it remains far from its ambition of becoming one of the world’s top leagues. Speaking at a conference in London, he stressed that improving the quality and watchability of the soccer is essential, adding that building a more loyal domestic audience would be an important first step.

     "We still have a long way to go. The Premier League on Saturday mornings is a good draw in the United States. We still have a long way to go in getting people to watch our product on TV, which is where true value is created," he said, according to Sports Business Journal.

    Haslam compared what MLS teams receive from their TV contract in comparison to what teams get in the NFL. 

    "Our NFL contract pays $420 million a year; our MLS contract pays $4 million a year.” Haslam said. 

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  • Pro-rel offers an option

    Haslam also fielded questions about promotion and relegation. It has long been a point of contention within the American soccer sphere. Some have claimed that it simply isn't feasible in MLS. Others claim that it would add a certain jeopardy that brings about more interest in the soccer week in, week out. Haslam acknowledged he isn't sure promotion and relegation will be a part of MLS, but stressed the league has to look at potential changes to gain more traction. 

    "Do we ever get to that MLS? I’m not sure,” Haslam said. "We’re going to have to change some things up. I don’t know whether MLS is 10th or 12th, but it’s not amongst the top leagues. And if we want to go to - I’ll make up a number, to five or six - we’re going to have to do something different. Could that be a possibility? It could."

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    The threat of USL

    For the first time in recent memory, MLS is facing serious competition in USL. The league announced its intention to attain Division I status in 2027, with promotion-relegation to follow a year after. That was backed up by a financial commitment from private investment firm BellTower Partners last week. 

    USL CEO Alec Papadakis highlighted it as a potential inflection point in their growth. 

    "The investment underscores their confidence in, and alignment with, our vision for the future of the USL," he said. "It strengthens our ability to deliver on that promise by advancing top-tier Division One, introducing promotion and relegation, and aligning American soccer more closely with the global game. 

    "As we enter this next chapter, we have charted a bold course for the sport in the United States. With Kewsong [Lee]’s strategic perspective, operational acumen, and proven leadership, we gain an invaluable partner in the ongoing effort to bring that vision to life." 

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    Eye on the playoffs

    In the meantime, MLS is heading toward the business end of its season. Decision day is set for Oct. 18, while the Supporters' Shield remains up for grabs. Haslam's Crew have slipped of late, but secured a playoff spot in September.