3 Ways MLS Can Respond to the USL Pro/Rel Announcement (OPINION)

(ed. note- SoccerForUSPod's Bart Keeler drops by with his thoughts on a Tuesday)

The United Soccer League's vote to establish a promotion/relegation format has sent shockwaves throughout American soccer. As USL irons out the details of implementing this configuration — supposedly by 2028 — Major League Soccer faces an inflection point of its own.

While pro/rel is a non-starter for MLS, there are things fans and critics alike agree the league could do to attract more attention. From club autonomy to league partnerships, MLS needs to evaluate how it can better connect with local fans and broader audiences. Here are three potential strategies MLS can pursue to adapt to the shifting market and maintain its position as the premier men's soccer league in the United States.

1. Flip the Schedule to Match International Leagues

One potential response MLS is reportedly considering is moving its schedule to align with the more standard competition calendar. Currently, MLS operates on a February-to-December schedule, which can create challenges for teams looking to play in the transfer market with Europe and other regions. By shifting to an August-to-June schedule, MLS would better align with the international transfer window and give clubs the freedom to sell high-value players in the summer. Currently, MLS clubs must weigh the benefits of a lucrative transfer fee against the loss of a key player during the season.

Ideally, this change is implemented promptly. MLS could play three mini-seasons to get on track for the new schedule: a Spring 2026 season before the World Cup, a Fall 2026 season after it, and finally, a Spring 2027 season. While this would require some short-term adjustments, the long-term benefits of aligning with the international calendar could be significant for a league wanting to be a major player in transfer markets.

2. Allow Teams to Strike Their Own Apparel Deals

Another potential move would be to allow teams to strike their own apparel deals. Currently, MLS has a league-wide deal with Adidas through the 2030 season. From 2017 to 2024, the league made a total of $700 million from the partnership and rightfully extended that agreement ahead of its expiration.

While this has created a high-floor revenue source, some believe it limits teams' ability to establish their own unique brand identities. By allowing teams to negotiate their own apparel deals, MLS would give its clubs more autonomy to build their own brands, connect with fans in new ways, and bring in additional revenue.

The financial benefits of this approach could be significant. Some inexact arithmetic shows that, in 2024, the 29 MLS clubs took home about $4 million of the current deal. Benfica Lisbon, a team on a similar partnership tier with MLS, had a deal worth about $5 million during that time. Teams could use the revenue generated from their apparel deals to invest in their rosters, staff, or facilities. By giving teams more control over their own revenue streams, MLS would create new opportunities for growth and innovation.

3. Increase Cable and Local Broadcasts

The AppleTV media rights deal has landed MLS more scrutiny than praise from fans of the league. While it’s a superior alternative to the landscape MLS escaped, the streaming-only deal seems to be a bridge too far for fans. MLS should focus on increasing its presence on cable television to make more friends in the media industry. Currently, MLS only airs games on FOX and Fox Sports. While Apple does air select games each week for free on AppleTV, these outlets don’t seem to bring many eyeballs to the league.

By finding more ways to get in front of latent fans, MLS can increase its visibility and build a stronger connection with local audiences. This could involve partnering with local cable providers to broadcast games, or encouraging teams to find their own local broadcast deals.

USL's pro/rel announcement has disturbed the proverbial US soccer force, but the details remain murky. Meanwhile, MLS has a narrow window to respond to these shockwaves. Will it empower its clubs to pursue extra revenue streams or align its competition with international norms? Whatever the move, MLS must leverage its foothold to stay ahead.