The American soccer league, Major League Soccer (MLS), is set to begin its new season with a significant spotlight on Argentine star Lionel Messi, who is starting his fourth season with Inter Miami. The league is poised to use the upcoming 2026 World Cup, which will take place in the USA, Canada, and Mexico, to generate interest and attendance both during and after the tournament. Messi's debut match against LAFC is anticipated to draw large crowds, highlighting the importance of star players in drawing fans to the league.

As part of the excitement, Messi's opening match is scheduled at the Memorial Coliseum in Los Angeles, where he will face off against South Korean superstar Heung-Min Son, emphasizing the international appeal of the match. This chaotic kickoff is strategically timed as the MLS season is set to be divided due to the World Cup, allowing the league to capitalize on the global phenomenon of the tournament. The hope is that the increased visibility will elevate the American soccer league’s profile.

MLS Commissioner Don Garber sees 2026 as a pivotal year for soccer in the U.S., with expectations of increased attendance and engagement in local leagues stemming from World Cup excitement. The league aims to maintain this heightened interest even after the tournament concludes, solidifying its status in the competitive sports market. The combination of Messi's star power and the World Cup creates a unique opportunity for MLS to enhance its popularity and establish a lasting legacy in American soccer culture.