Larry Berg stepped into the spotlight this week as MLS commissioner-elect, using his first press conference at the league's Manhattan headquarters to outline an ambitious vision for the league's future. Seated beside outgoing commissioner Don Garber, whose 28-year tenure concludes at the end of the year, Berg fielded questions about the challenges he will inherit when he officially takes charge on 1 January.
When pressed on broadcasting plans, Berg deferred to Garber with a laugh, noting he could still "kick it to the current commissioner" for a few more months. But the moment underscored one of the biggest questions facing MLS: what happens when its streaming partnership with Apple expires after the 2028-29 season.
The Apple deal, initially worth around $250 million annually, was viewed as a bold experiment when signed, pairing MLS with a tech giant with limited sports broadcasting experience. Four years in, the amount of supplementary content has dwindled, and sources note fewer cameras are being used at matches compared to the partnership's first year. Garber revealed in July that broadcasts were averaging 120,000 unique viewers per game, though clear viewership data remains difficult to come by. With the 2026 World Cup breaking multiple soccer viewership records in the U.S., MLS faces pressure to determine whether another streaming-exclusive arrangement is the right path forward, given how crucial media rights revenue is to the league's overall financial health.
On the football side, Berg's background chairing MLS's sporting and competition committee has fueled expectations that he will push for meaningful changes to roster rules. "Look, we have a lot to do. Obviously, the foundation's terrific, but I think it all starts with quality on the field," Berg said, acknowledging differing views among ownership groups on how to capitalize on World Cup momentum. He added that finding the right plan would require creativity. Current mechanisms like discovery rights and squad designations have drawn criticism for restricting how freely clubs can spend, and with the league's upcoming shift to a calendar aligned with global transfer windows, many expect a broader overhaul of roster construction rules to follow.
Berg also touched on the importance of continental competition, specifically the Leagues Cup against Liga MX opposition, suggesting more needs to be done to raise its profile. MLS clubs have reached the Concacaf Champions Cup final in each of the last several years, though squad-building limitations often leave them at a disadvantage against powerhouse Mexican clubs like Monterrey, Club América and Chivas. Looking further afield, Conmebol president Alejandro Domínguez has hinted at potential future participation for MLS and Liga MX teams in the Copa Libertadores, though matching South American giants such as River Plate, Palmeiras or Flamengo would likely require further roster flexibility. Inter Miami's win over Porto stood out as a rare competitive victory over European opposition, while Berg's own club, LAFC, struggled at the Club World Cup after arriving as the last team to qualify.
Growing the league's footprint in individual markets remains another priority. LAFC's success in Los Angeles, built on a passionate supporter base known as the 3252 and a purpose-built stadium in the city, has been held up as a model. However, clubs in markets like Colorado, Houston, New England and Dallas continue to struggle for prominence despite the league's overall growth.
Perhaps the most consequential item on Berg's agenda is the upcoming collective bargaining negotiation with the MLS Players Association. The current agreement, extended in 2021 amid the pandemic, runs through the end of 2027. How Berg navigates this process—balancing input from all 30 ownership groups—will shape labor relations for years to come. While there's no indication of an imminent work stoppage, a prolonged dispute could threaten the league's momentum as it enters a new era shaped by the post-Messi landscape and a transformed competitive calendar.
Based on reporting from The Guardian.