MLS Clubs Turn the 2026 World Cup into a Business Opportunity

Major League Soccer (MLS) clubs are using the 2026 FIFA World Cup as more than just a soccer event. They are viewing it as a business development opportunity to grow revenue, attract sponsors, and further build fan relationships. 

Through a partnership between MLS and On Location, the official hospitality provider of the FIFA World Cup 2026, every MLS club has access to premium World Cup tickets. MLS clubs are offering these tickets to prospective suite buyers, sponsors, and premium-seat customers as an incentive to do business with the club. 

Club Strategies

New York City FC (NYCFC) is a club that has seen a major return on this investment. NYCFC purchased more than $1 million in World Cup tickets and has already generated revenue equivalent to 17 times its investment, and that revenue is still growing. For example, one buyer bought a 15-year suite worth nearly $5 million in exchange for 4 World Cup Final tickets. 

Additionally, many MLS teams are hosting World Cup watch parties. For example, Sporting Kansas City and the San Jose Earthquakes are using watch parties to secure new sponsorships while also seeing an increase in spending from their current partners.

This matters because club executives are learning that providing these hard-to-get World Cup tickets has helped strengthen relationships with existing partners while also attracting new business. Overall, MLS clubs are using the 2026 FIFA World Cup to create business opportunities that last beyond the tournament. By strengthening partnerships, attracting new sponsors, and engaging fans, clubs are setting themselves up for long-term growth.