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Larry Berg is the co-managing owner of Los Angeles FC (LAFC) and has a background in private equity as a senior partner at 26North. He has been involved in soccer administration, previously serving as co-chair of MLS's sporting and competition committee. Berg is recognized for his commitment to the growth of soccer in the U.S. and his deep ties to the sport, stemming from his roots in Cherry Hill, New Jersey.
Don Garber served as MLS commissioner for over 30 years, transforming the league from 10 teams to 30. Under his leadership, the league expanded its market presence, improved financial stability, and increased team valuations, with several franchises surpassing $1 billion. Garber's tenure also saw the introduction of Designated Player rules, enhancing the league's competitiveness by attracting global stars.
MLS has experienced significant growth under Garber, expanding from 12 teams to 30, and increasing its fan base and media rights deals. The league has also improved its competitive level, with the introduction of academies and a focus on youth development. Garber's vision led to the league's increasing popularity, culminating in record attendance and viewership during major events.
Promotion and relegation are key features in many global soccer leagues, allowing teams to move between divisions based on performance. In the U.S., MLS currently does not implement this system, which some argue limits competitive balance. Advocates for promotion/relegation believe it could enhance engagement and investment in lower-tier leagues, while critics argue it could destabilize franchises.
As the incoming commissioner, Larry Berg faces several challenges, including maintaining the league's growth momentum, addressing financial disparities among teams, and enhancing the overall competitive landscape. He must also navigate the expectations following the 2026 World Cup, ensuring that MLS capitalizes on the increased interest in soccer during that period.
The 2026 World Cup, co-hosted by the U.S., Canada, and Mexico, is expected to significantly boost soccer's popularity in North America. For MLS, this presents an opportunity to attract new fans, increase attendance, and enhance sponsorship deals. The tournament's visibility could also encourage investment in teams and infrastructure, driving further growth in the league.
Larry Berg's financial goals for MLS include enhancing the league's revenue streams, improving team valuations, and ensuring financial sustainability across franchises. He aims to leverage the World Cup's momentum to attract new sponsors and increase media rights revenue, while also addressing disparities between wealthier and less affluent clubs to foster a more competitive environment.
MLS is often compared to European leagues like the Premier League and La Liga, which boast higher revenues and global recognition. However, MLS has shown rapid growth in popularity and financial health, particularly in recent years. The league's unique structure, with salary caps and designated player rules, differentiates it from many global counterparts, focusing on parity and competitive balance.
Team owners in MLS play a crucial role in decision-making, particularly in governance and league policies. They participate in votes regarding league expansion, financial regulations, and operational guidelines. The collective interests of owners shape the direction of the league, influencing everything from marketing strategies to player acquisition policies.
Larry Berg plans to engage soccer fans by focusing on enhancing the matchday experience, increasing community involvement, and promoting youth soccer initiatives. He aims to leverage digital platforms to reach younger audiences and create more interactive experiences for fans. Berg recognizes the importance of building a strong connection with existing fans while attracting new supporters to the league.
