The Buzz is real but Blank is blunt
With just 76 days to go until the biggest ever World Cup lands on these shores, for the first time this week, the buzz in the business felt very tangible. The SBJ event in Atlanta somehow felt more like a pre-match pep-talk than the usual line-up of reflections from various panelists.
It wasn't just the high-energy on-stage presence of Apple TV's Kevin Egan and Roger Bennett of Men in Blazer's that was infectious, nor was it the impact of being inside the magnificent Mercedes Benz Stadium, which will host eight World Cup games this summer, it was the fact that while much of the international media chatter around the tournament focuses on political aspects, for those inside the North American game this big moment, a potentially game-changing moment is really here.
I asked Roger what business has been like of late for his growing soccer media company which has been hoovering up brand deals over the last few months. "It's been crazy, like nothing else" he said. It wasn't an isolated view. Deals are being done and while it might same late, brands are now moving to strike media deals and partnerships.
One of the most striking interventions came from Atlanta United owner Arthur Blank who recently secured an NWSL franchise. He challenged the prevailing narrative around the women's game, urging investors not to treat the NWSL as a "hobby" or a philanthropic exercise. Blank’s message was blunt: women’s soccer must be a successful, profit-oriented business and there is no reason why it can't be. Blank believes in the women's game and accepted that the project isn't one of short-term profit but he clearly wanted to make a point - talk business not just community.
He also issued a warning regarding media rights. As the NFL prepares to renegotiate its deals, it risks sucking all the oxygen—and capital—out of the market. The era of relying solely on massive domestic TV deals is under threat, and leagues like MLS must continue to be creative with alternative revenue streams.
The looming departure of MLS Commissioner Don Garber, referred to affectionally as the "godfather of soccer" bu Blank, dominated the corridor talk. Garber doens't look like someone winding down his reign, he remains a workhorse, but the search for a successor who can balance the roles of politician and entrepreneur for 30 diverse owners will be a monumental task. Whether the league opts for one of the strong internal candidates or turns outside the organization will be a huge and consequential decision.
Soccer is an international game though and one of the storylines that got the most traction was Mo Salah revealing he would be leaving Liverpool at the end of the season, setting off rumors over his next destination. San Diego FC owner Mohammed Mansour, who like Salah is Egyptian, was in Atlanta and did little to dampen rumours that Salah might be heading to southern California, naming him as his all-time favourite player. Garber also made clear that the winger would be a welcome addition to the league's roster of players - "What a great player he would be in MLS. And I think we would provide him with a great platform," he said.
A lot would need to happen for that deal to come to fruition but Salah would be a similar signing to Son Heung-min at LAFC, bringing the eyeballs of an entire region and the passion of a loyal fan-base to MLS.
We were also at the EFL's USA workshop in Miami and have some thoughts on that and all the other issues from a hectic week in this week's pod.
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AND NOW FOR THE NEWS
DENVER SUMMIT FC SECURES NEW FINANCING AND CLOSES ON STADIUM SITE:
NWSL expansion franchise Denver Summit FC has reached two major milestones in its facility development plans. The club announced it has closed on the 14-acre Santa Fe Yards property at I-25 and South Broadway, which will serve as the site for its new 14,500-seat stadium. Set to open in 2028, the venue will be only the second stadium in the United States dedicated specifically to professional women’s soccer.
Parallel to the land acquisition, Mesirow arranged a $40 million private placement for the club, marking one of the first bond financings ever completed by a women's sports franchise. This novel financing structure is backed by naming-rights payments from healthcare system CommonSpirit Health for the team's new practice facility. While the city council approved the land investment in December, the ownership group expects to spend an additional $150 to $200 million to complete the stadium project. Ahead of the 2028 opening, the club is set to break NWSL attendance records at its March 28 home opener at Empower Field, having already sold 55,000 tickets.
SACRAMENTO REPUBLIC FC UPSIZES STADIUM PLAN: Sacramento Republic FC has announced a significant expansion of its stadium plans at the Railyards site, nearly doubling the intended capacity from 12,000 to 20,000 seats. The shift in strategy, driven by strong fan demand and the ambitions of the ownership group led by the Wilton Rancheria tribe, would more than meet the requirements for facilities for the proposed new USL Premier division but would make the venue "MLS ready" should an opportunity to join the top-tier league arise - a point made by the city’s mayor.
The upgraded stadium is now estimated to cost $350 million and is targeted for completion in time for the 2028 season. Beyond soccer, the versatile facility will be capable of hosting concerts and festivals, with the potential to convert to a capacity of 27,000 for major community events. Team president Tim Holt emphasized that the project is on track and reflects the club's long-standing goal of competing at the highest level of professional soccer in the United States.
MONARCH MOVE INTO WNBA: The 2028 WNBA expansion team in Cleveland has added the women’s sports-focused investment firm Monarch Collective to its ownership group alongside several business leaders with Ohio ties. Monarch’s previous investments had all been in women’s soccer — three NWSL teams Angel City, San Diego Wave and Boston legacy and Germany’s Viktoria Berlin.
TORONTO STADIUM UPGRADES COMPLETED FOR WORLD CUP: The City of Toronto and MLSE have finished major renovations at Toronto Stadium, including a seating expansion to 45,000 capacity and a new pitch. The $157.9 million project prepares the venue to host six matches during the FIFA World Cup 2026.
TWO REGIONAL DEALS REMAIN FOR WORLD CUP: FIFA CEO Romy Gai told the SBJ’s Business of Soccer Conference that all 16 global sponsorship packages for the 2026 World Cup have been sold but two packages remain with the regional Tournament Supporter tier.. Marketing rights are expected to generate $1.8 billion in revenue, accounting for 20% of FIFA's forecasted budget for the year.
“This is already the most successful commercial programme in FIFA’s history, and we are still building momentum. We have seen unprecedented interest from brands across the globe, and with only two regional opportunities remaining, we expect these final positions to be filled very soon,” said Gai.
INTER MIAMI TO HONOR MESSI WITH STADIUM STAND: Inter Miami CF will dedicate the East Stand at its new Nu Stadium to captain Leo Messi when the venue opens on April 4. Messi will become the first athlete to regularly play at a home stadium featuring a stand named in his honor.
KRAFT GROUP BACKS BOSTON’S WHITE STADIUM REBUILD: The Kraft Group has filed an amicus brief supporting the $325 million public-private renovation of White Stadium for NWSL team Boston Legacy. The move is a reversal for the family, as Josh Kraft previously criticized the project's cost and bidding process during his mayoral campaign. The Kraft owned MLS club New England Revolution is seeking support for a deal for a new stadium themselves.
MLS BEGINS SUCCESSION PLANNING FOR DON GARBER: Major League Soccer has hired an outside firm to identify candidates to succeed Commissioner Don Garber, whose contract expires at the end of 2027. Garber, who has led the league since 1999, indicated he may stay beyond his contract and The Athletic reported that he may leave early depending on the progress of "MLS 3.0”.
UNISPORT ACQUIRES US RETAILER AROCAM: European soccer commerce giant Unisport Group has acquired Arocam, Inc. (parent of WeGotSoccer) to establish a major retail foothold in North America. The combined entity expects 2026 revenues to approach $400 million ahead of the World Cup.
U.S. INVESTS $115 MILLION IN WORLD CUP ANTI-DRONE SHIELD: The Department of Homeland Security is finalizing a $115 million investment in layered anti-drone technology to secure World Cup venues and America250 celebrations. The systems will detect and mitigate unauthorized drones near stadiums, transit hubs, and fan zones.
U.S. SOCCER LAUNCHES ‘SOCCER AT SCHOOLS’ INITIATIVE: Partnering with Bank of America, U.S. Soccer launched a program aiming to make the sport accessible to every school in the country by 2030. The initiative provides equipment and resources to educators to leverage the momentum of the 2026 World Cup.
US OWNERS FIRE DROGHEDA UNITED CHAIR OVER ISRAEL COMMENTS: The American-owned Trivela Group has removed Joanna Byrne as director and co-chair of Irish club Drogheda United. The firing followed Byrne's public calls to boycott an upcoming UEFA Nations League match against Israel.
