👑⚽️ NOW WHAT FOR MAJOR LEAGUE SOCCER: IS THE KING LEAGUE'S FORMULA THE FUTURE ?
"Dad Messi isn’t playing, I don’t want to watch.”
I’ll be the first to say that the 2023 MLS season when Messi first arrived was awesome. I’m sure Apple and MLS lost their minds when he scored a winning Penalty Kick in extra time the same way that the NFL probably did when Taylor Swift showed up in Kansas City for Travis Kelce the first time.
But as Lionel Messi's season with Inter Miami concluded without a playoff berth, my son’s comment when I asked him to watch the MLS Cup probably sums up the ratings… “Dad Messi isn’t playing, I don’t want to watch.”
Don’t get me wrong, I’m not rooting against the MLS but simply put, Messi’s star power alone isn’t enough to sustain the entire professional league. Or shall I say, Minor league as Messi recently shared “I am also aware that I went to a minor league” [here]
So with Copa América in ‘24, the Club World Cup in ‘25 and the World Cup in ‘26 coming to this market, this scenario beckons a question: What needs to be true for MLS to magnetize more high quality players and captivate audiences like the King League has under Gerard Piqué's leadership?
The King League is transforming soccer with its unique features:
🏟 Rapid-Fire Matches: The 7-a-side format on smaller fields leads to a faster, more intense game.
🃏 The Golden Card: This element introduces strategic surprises, keeping fans and players on their toes.
🔄 Unlimited Substitutions: This keeps the gameplay dynamic and players energized.
🚀 Water Polo-Style Starts: A thrilling race to the ball at the center adds an adrenaline-pumping start to each match.
📱 Fan-Driven Decisions: Fans have a say in some league decisions, fostering a deeper connection.
🎮 Global Digital Distribution: Each team has streamers as part of the ownership and responsible for global distribution of the games. This avoids paywalls and geo-restrictions.
Disruptive Play - Let’s talk provocative ideas for MLS:
How Can MLS Deliver Better Players?
Ownership Stakes in Teams: Offer players partial ownership stakes in the teams they join, providing them with long-term investment opportunities and a deeper connection to the team's success.
Athlete as “Global” Distribution : All of these high calibre players have massive social media followings; How can the league reimagine distribution to monetize in new ways for these Athletes?
Endorsement and Partnership Deals: Facilitate unique endorsement deals with major brands or tech companies, similar to Messi's deals with Apple and Adidas, providing players with substantial financial incentives and global exposure.
Collaborations with Entertainment Industries: Partner with film, music, or other entertainment industries to offer players roles in media projects, enhancing their personal brands and offering creative outlets.
How Can MLS Drive More Fan Engagement?
Micro-Tournaments: Host off-season 7-a-side tournaments with condensed matches, offering a fast-paced alternative to traditional games.
Wildcard Match Elements: Introduce unexpected elements in select games, like the Golden Card, to add unpredictability and excitement.
Fan-Controlled Matches: Allow fans to make certain decisions during exhibition
Hybrid Digital Events: Collaborate with popular streamers or gaming personalities for special matches or events, tapping into the younger, digitally-savvy audience.