The Varsity The MLS 3.0 Blueprint
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Dec 7, 2025 
Don Garber, the longtime commissioner of Major League Soccer, discusses the league's ambitious MLS 3.0 blueprint. He highlights MLS's impressive $21 billion valuation and explains why the Apple deal, despite criticism, is a strategic move for global reach. Garber shares insights on adapting the league's calendar to align internationally, the significant impact of Lionel Messi in energizing fans, and the ongoing focus on player development through academies. His reflections underscore MLS's growth and innovation in the competitive sports landscape.
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Treat Soccer Growth As A Generational Investment
- MLS sees growth as generational with increasing lifetime fan value.
- Investing in youth, stadiums, and ownership builds a multi-decade commercial ecosystem.
MLS 3.0: Global Alignment, Local Strengths
- MLS 3.0 aims to align with international standards while leveraging North American strengths.
- The league plans calendar changes, new stadiums, and cross-border competitions to sustain generational growth.
Cold Games And Event Adaptation
- Don recalls MLS games played in snow and the NFL's cold-weather event planning experience.
- He uses these stories to show how leagues must adapt logistics for varied climates and schedules.