MLS Is Banking On A World Cup Boost. Investors Aren’t So Sure.

As the final minutes ticked away in a disappointing 4-1 loss to Belgium on July 6 that knocked the U.S. men’s national team out of the World Cup, Fox play-by-play announcer John Strong made a direct plea to his television audience of 30 million Americans. “If you’ve enjoyed what you’re seeing, well, support your local team,” Strong said from Seattle’s Lumen Field, packed with a sellout crowd of 66,925—more than double the average attendance of 31,000 across the Seattle Sounders’ first six Major League Soccer games this season at the same stadium. “This doesn’t have to be the last soccer you watch for the last four years. It’s a beautiful sport.” Often an afterthought both among top-tier global soccer leagues and in the U.S. professional sports scene, MLS has long viewed this summer’s World Cup on U.S. soil as an inflection point for a new phase of growth, with help from Lionel Messi, the biggest star in the league’s history. On Sunday, the 39-year-old superstar will lead Argentina into the World Cup final against Spain while seeking to lock up the Golden Boot as the tournament’s top scorer. On Wednesday, Messi’s Inter Miami will restart its season after MLS’s seven-week World Cup break. By Hank Tucker, Forbes Staff Learn more about your ad choices. Visit megaphone.fm/adchoices