Did we just get a glimpse of a brighter future?

The United States men's national team just completed a remarkable 'international window' - winning all four friendly games on the docket - Peru, Chile, Mexico and Canada were all defeated by a very new-look roster featuring 13 debutants. After the disappointing way the World Cup campaign ended, it was a much needed morale boost for supporters of the USMNT and the American soccer ecosytem in general.

I try to avoid too much 'on field' discussion in this newsletter but there were several elements in this success that are significant from a business and growth point of view. When the media and fans talk about player development and pathways, often it is in the context of criticism of American youth soccer, so it is only right that those elements be brought into focus when there is good news too.

Fully half of the 28-man roster Mauricio Pochettino named for this camp had come through the ranks of MLS Next Pro. Most of that group were earning their first national team call-ups, including Adri Mehmeti and Julian Hall, who starred in Red Bull New York II's MLS NEXT Pro Cup campaign last season, along with the super talented Cavan Sullivan, Neil Pierre, and Frankie Westfield, who are enjoying a great season as the youthful core of the Philadelphia Union in MLS.

Also part of that 14, recent MLS exports Zavier Gozo (Crystal Palace) and Alex Freeman (Villarreal), who both debuted professionally in MLS NEXT Pro. The MLS academies are finally doing what everyone hoped they would - delivering a production line of young talent which is populating not only MLS but the national team.

Several of the debutants immediately looked at home at international level. In general this cohort play with a confidence on the ball that hasn't always been evident in past USMNT generations. And there is a willingness to scrap and fight when necessary too. As Andrew Hosmar pointed out in this week's podcast (see below), we don't have to wait until the next World Cup in 2030 to see what this exciting generation can do - the 2028 Olympics in Los Angeles provides the perfect platform for this generation to really excite the nation.

The NBA's soccer 'obsession'

Reigning NBA MVP Shai Gilgeous-Alexander announced today that he has bought into Atlético Madrid. Its an eye-catching investment with Apollo Global Management having been Atletico’s majority owner since 2025. And this deal is certainly part of a trend. In fact, you could say that NBA players, coaches and executives have developed something of a soccer investment obsession.

Here's the full list of NBA players, coaches, owners and executives who are now invested in soccer. And refreshingly, its not just the shiny objects in the Premier League and Europe that have attracted their attention. Clubs in MLS, USL and the NWSL have also received investment from the NBA world. Our full list of basketball investments in soccer is here and it is a longer than you might think.​

Coming next week - The Global Brief

Innovation isn't something that stays within borders. For many years European football has looked to American sports for commercial ideas and sports marketing best practice and of course North American soccer always has half an eye on what is going on in the Premier League and Europe. The Como approach, highlighted in our recent pod, has lessons for clubs building at all levels and in soccer everyone is constantly learning from everyone. There are opportunities for investors and others in the emerging markets for the game and in under-developed leagues. It is clear the TSB audience is interested in all these areas so, from next week I am going to be publishing a second newsletter - The Soccer Business Global Brief -on Tuesdays.

Every Tuesday, I'll send out a concise briefing on where the soccer business, globally, is going next: the innovations, the new revenue streams, the new technology and approaches to fan engagement. We'll look at the state of media rights, sponsorship, merchandise and more. If a club or rights holder is doing something interesting, we'll take a look at it and break it down. It won't focus on the news already being covered by the European sports business media - rather consider it a resource for those looking for ideas and best practice. From time to time, we'll take a look at emerging markets as well as the established big clubs and their strategies. I'll lean on my contacts in the international game to bring insights and news from wherever interesting things are happening.

To be clear, this is an addition. The Friday newsletter will remain solely focused on North America and won't change focus. But the Global Brief will, I hope, bring a different kind of value to those of you working in the game in this region and beyond. You'll receive it automatically alongside your Friday edition, and there will always be an option to opt out and just stick to this Friday newsletter. And as always, if you have any ideas or thoughts, please feel free to reach out at simon@thesoccerbusiness.com.

This week's podcast is firmly focused on the home front, however. For months in the build-up to the World Cup, we all speculated on whether the tournament really would be 'rocket fuel' for the domestic game and if MLS would get a World Cup 'bump'. After the show left town, I cautioned against hasty conclusions but now that the dust has settled, I sat down with someone who really knows the inside workings and thinking of MLS clubs to see what the World Cup impact had really been and where MLS now finds itself.

Andrew Hosmar has built his career in the data and strategy side of MLS. He started out in Chicago at the consulting firm Segal, analyzing compensation data in its Analytical Center for Excellence. In 2021 he moved into sports with the New England Revolution, as Business Intelligence Supervisor at Kraft Sports and Entertainment.

In 2023 he went west to San Diego FC, first through Legends as Manager of Data and Analytics. He was picked to build the club's Strategy and Analytics team from scratch, working alongside the CEO and CFO and creating the club's KPIs. He was promoted to Senior Manager, Strategy and Analytics, as the club moved that work in-house. Last November he became Senior Director of Strategy and Analytics at the Houston Dynamo and he now operates as an advisor and consultant. Click the image below for links to audio and video versions of the episode.

It is a broad-ranging discussion touching upon a whole host of MLS related topics well beyond the impact of the World Cup. We look at what will be in Larry Berg's inbox when he takes over as the new Commissioner in January and plenty else. Check it out.

NWSL OPENS DATA ROOM FOR EXPANSION TEAMS 19 AND 20 AS LEAGUE EYES 20 CLUBS AND BEYOND Commissioner Jessica Berman said the league is about to open its financial data room to prospective owners, with no fixed deadline for awarding the next two franchises. The NWSL has 16 clubs, with Atlanta and Columbus joining in 2028 at record expansion fees of $165 million and $205 million. Berman called 20 "the next touch point" rather than a ceiling, though questions linger over existing clubs such as Racing Louisville, whose owners have explored new investment amid relocation speculation. Source: The Athletic | Reuters​

U.S. SOCCER RENEWS VOLKSWAGEN AS PRESENTING PARTNER OF ALL 27 NATIONAL TEAMS WITH INCREASED INVESTMENT The multi-year renewal extends a relationship dating to 2019, and adds a supporting-sponsor role at the Arthur M. Blank U.S. Soccer National Training Center in Atlanta. The size of the increased investment was not disclosed. Volkswagen is also leaning into youth access for girls and women ahead of the 2027 Women's World Cup, with new ties to USWNT coach Emma Hayes and Naomi Girma. Source: U.S. Soccer​

EVERTON OWNER FRIEDKIN GROUP EXPLORES SALE OF CONTROLLING INTEREST U,S owners the Friedkin Group said it is exploring investment options, including a potential sale of a controlling stake, arguing the club's finances are now stabilized and the stadium project secure. Everton will only consider parties it believes can steward the club forward, and no price or terms were disclosed. Friedkin also own Serie A's AS Roma. Source: Yahoo Sports / AP​

CONCACAF'S MONTAGLIANI REPORTED TO SEEK THIRD TERM INSTEAD OF CHALLENGING INFANTINO AFP, citing the Guardian, BBC and ESPN, reports that Victor Montagliani will run again for CONCACAF president rather than stand against FIFA's Gianni Infantino; CONCACAF did not confirm the reports. Montagliani had been seen as a possible challenger after Infantino's plan for a commercial subsidiary to run FIFA's biggest events was dropped. Infantino is seeking a fourth term at a March election, while the CONCACAF vote is due early next year. Source: Yahoo Sports / AFP​

NCAA DIVISION I MEN'S SOCCER MOVES CLOSER TO FALL-AND-SPRING CALENDAR The NCAA Division I Cabinet affirmed the plan, but with less than 75% of the vote, so it now faces a 30-day rescission period. It takes effect for 2027-28 unless two-thirds of DI members vote it down, and 20 conferences opposed an earlier version. U.S. Soccer backs the move to align college with the pro pathway, but critics warn that the 188 non-Power Four programs may lack the funding and facilities to cope. Source: Soccer America​

KC CURRENT STADIUM EXPANSION GETS $185 MILLION IN PUBLIC FUNDING Kansas City approved $185 million in public money for the expansion of CPKC Stadium, with total project cost reported at around $325 million. The Mahomes-backed NWSL club will add thousands of seats and premium space, making it another example of public-private financing for women's soccer infrastructure.Source: Coliseum​

MLS NEXT PRO AND SPORTING KC BACK DOWNTOWN DES MOINES STADIUM PROPOSAL Hometown Soccer, Sporting Kansas City and MLS NEXT Pro pitched a team and downtown stadium for Des Moines, relocating a Sporting KC-affiliated side. KCCI reports the roughly $65 million stadium faces some obstacles. Source: Business Record | KCCI​

HARTFORD ATHLETIC PRICES STADIUM RENOVATION AS USL PREPARES DIVISION I LEAGUE FOR 2028 The USL Championship club is pricing a roof, 2,000 to 2,500 extra seats on its roughly 5,500 capacity, bigger suites and a kitchen at city-owned Trinity Health Stadium. There is no cost estimate or funding plan, public money would likely be needed, and the upgrades would still fall short of U.S. Soccer's 15,000-seat Division I standard. Hartford has been invited to USL Premier, the Division I men's league launching in 2028, and is talking to about seven companies about sponsorship opportunities. Source: Hartford Business Journal​

USL LEAGUE ONE EXPANSION BID IN EVERETT TIED TO CITY-BACKED DOWNTOWN STADIUM Businessman John Carswell is assembling an ownership group with consultant Fred Rivera, and the USL has reportedly granted exclusive rights to do so. The team would anchor the proposed Outdoor Event Center, where the AquaSox and USL are expected to contribute about $17 million upfront and roughly $100 million in lease revenue. The city has already allocated about $23.2 million, mostly loaned from its general fund, so stadium financing leans heavily on the soccer lease. Source: HeraldNet​

COLUMBIA, SC ADVANCES AGREEMENT WITH HOMETOWN SOCCER HOLDINGS FOR MLS NEXT PRO TEAM City council voted on a memorandum of understanding with Hometown Soccer Holdings, which is focused on MLS NEXT Pro expansion and counts KKR as an investor. The MOU stage could last up to 12 months and nothing is decided. Mayor Daniel Rickenmann pitched wider economic benefit and use by other rectangular-field sports, while some residents question the cost.Source: WIS | WIS (earlier)​

NASHVILLE SC SELECTS SEATGEEK TO POWER TICKETING ACROSS SOCCER AND ENTERTAINMENT PORTFOLIO Nashville moves ticketing for both its soccer operations and its wider entertainment portfolio onto a single SeatGeek platform. It continues the trend of MLS clubs treating the stadium as a multi-use entertainment asset with its own commercial technology stack.Source: Morningstar / Business Wire​