Soccer Business News 10/22/25 - The Soccer Business Newsletter
Published 3 months ago • 11 min read
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Hi Reader,
What a week this has been so far - there's been so much North American soccer business news in the past few days that it didn't make sense to wait until Friday for the newsletter - so here we are a little earlier to keep you up to speed with it all.
In the past two days we have had the announcement of a four-nation bid from this region for the 2031 Women's World Cup (which is the only bid), we have had news from MLS on their Apple TV broadcasts and the renewal of one of their biggest sponsorship deals. We've had a new women's team announced for WPSL-Pro, an investment in the NWSL's San Diego Wave, a significant appointment at Brooklyn FC and on top of all that the collapse of LaLiga's attempt to play Barcelona v Villarreal in Miami in December. Not bad for 48 hours.
That latter story shows, I believe, the value of this newsletter. While that game at Hard Rock Stadium has been reported elsewhere as a 'done deal' on several occasions, The Soccer Business has ensured our readers had the detailed information on the full process and offered regular reminders of the hurdles that the project faced.
That reporting is in line with our goal here to deliver not only the announced news but the analysis and detail behind the headlines to ensure that professionals in the industry have real, actionable, serious information to inform their decision-making.
We also discussed this week's North American soccer business news in the first episode of our new series on our podcast offering The Soccer Business - News Review. Alex Silverman of the Sports Business Journal and Jonathan Tannenwald of the Philadelphia Inquirer joined me to go over the big stories. You can listen to it on Spotify via the link below
If you prefer Apple Podcasts - you can listen/download here.
And for all other audio platforms - take your pick from here.
If you have news on your business/club/league then don't hesitate to get in touch with me at simon@thesoccerbusiness.com.
Likewise if you would like others to know about your company, you can take advantage of advertising and sponsorship opportunities - just drop me a line at simon@thesoccerbusiness.com
Cheers,
Simon Evans
LALIGA Miami game plan ends in failure - for now
Promotional material for a game that now won't happen
Barcelona fans in the U.S. will not get to see their team in regular season LALIGA action against Villarreal after all, with the planned game at Miami's Hard Rock Stadium on December 20th now cancelled, despite the previously rather emphatic tone of the above promotion from the venue.
The decision to call a halt to the plans came after widespread protests from within Spanish football, particularly from Barca's rivals Real Madrid, but also from fan groups and others in the European football worried about the precedent being set for clubs to switch games to global venues.
After UEFA 'reluctantly' (in their words) approved the proposal, the next phase of the decision-making process was for U.S. Soccer to give their backing, which many expected would happen given the settlement of their lawsuit with the game's promotor Relevent Sports. But the final word would go to Concacaf who, as we reported two weeks ago, were quick to remind LALIGA of the formal process.
No timeline had been established publicly for Concacaf to reach a decision and the confederation had indicated it would take soundings from various stakeholders. With the clock ticking to start promoting and selling tickets for the game, Relevent decided there was not enough time to pull the game off. The uncertainty caused by the protests in Spain, which included players refusing to play for the first 15 seconds of matches, will have also played a role in the decision to cancel the match.
“Relevent has informed LALIGA of the need to postpone the planned match between Villarreal CF and FC Barcelona in Miami on Dec 20," Relevent said in their statement. "Given the current uncertainty in Spain, there is insufficient time to properly execute an event of this scale. It would also be irresponsible to begin selling tickets without a confirmed match in place.”
Is this good news for North American soccer? MLS has kept quiet on the whole affair but it now no longer has to worry about the precedent being set of foreign leagues playing on its territory. Concacaf no longer has to take a very politically difficult decision and FIFA is able to continue contemplating the issues in its working group without the impact of a game having already being agreed to.
But I doubt this is the end of the matter. LALIGA president Javier Tebas is convinced that games, such as this, would have a real benefit for his league which is struggling to compete with the Premier League and the Champions League on the global stage (and in the revenue game). Tebas is not one to back down from a fight and he will know that this is the closest he has got yet to achieving his goal.
"LALIGA deeply regrets that this project, which represented a historic and unparalleled opportunity for the international expansion of Spanish soccer, will not be able to move forward. Holding an official match outside our borders would have been a decisive step in the global growth of the competition, strengthening the international presence of clubs, the positioning of players, and the visibility of Spanish soccer in a strategic market such as the United States," the league said in a statement.
"In an increasingly competitive global landscape, where leagues such as the Premier League or competitions like the UEFA Champions League continue to expand their reach and ability to generate revenue, initiatives like this are essential to ensure the sustainability and growth of Spanish soccer. Renouncing such opportunities hinders the generation of new income, limits clubs’ capacity to invest and compete, and reduces the international projection of the entire Spanish soccer ecosystem," LALIGA added.
For those who have seen such a game as a threat (whether that be to North American domestic soccer or in Europe to the local community traditions of the game), they can take a sigh of relief. But with Serie A still planning to hold AC Milan v Como in Perth, Australia in February and Tebas no doubt already plotting his next move, the story isn't over yet.
We already knew that the U.S. hosting the 2031 World Cup was basically a done deal with no rival bid having emerged. The U.S. had been interested in hosting the 2027 edition but after negotiations opted to leave that tournament for Brazil, perhaps wary of 'tournament fatigue' with the event coming just 12 months after the men's tournament here.
On Monday, U.S. Soccer announced that their bid, for the expanded 48-team tournament, would be in conjunction with Mexico, Costa Rica and Jamaica. In other words, a four-nation, Concacaf bid centered on the U.S. but no longer exclusively so. Not surprisingly, the news was welcomed by the regional confederation.
“Concacaf fully supports this four-nation bid, which embodies our One Concacaf philosophy,” said Concacaf President and FIFA Vice President Victor Montagliani. “Our Confederation’s commitment to women’s football has never been stronger, and hosting the FIFA Women’s World Cup 2031 will build on this momentum, inspiring future generations of players and fans across North America, Central America, and the Caribbean.”
It is a smart move on several levels. Women's soccer is already well established in the U.S, arguably more so than anywhere else in the world. For the 'growing the game' rhetoric to have any real meaning, the tournament needs to have an impact beyond just reminding everyone that Americans will fill stadiums for women's games. Mexico was always a natural partner but bringing in Costa Rica and Jamaica adds a real development focus to the event.
It is also makes sense for the U.S. to help grow women's soccer in neighboring countries. In between World Cups and Olympics, Concacaf's W-Gold Cup is the main tournament and on the club front the only way to get regular international experience for players. Increasing the strength of the game regionally, also serves to increase the quality of competition for the U.S.
The official bid book and related documentation will be submitted to FIFA next month and that is when we should get info on how many games will be played outside of the U.S.. The global governing body is expected to officially announce its decision at next year’s FIFA Congress on April 30 in Vancouver.
Apple TV drops MLS paywall for playoffs
MLS and Apple have made the entire 2025 MLS Cup Playoff slate available to all Apple TV subscribers at no extra charge, removing the need to be a subscriber to the MLS Season Pass product. The league wrapped up its regular season at the weekend with Decision Day matches, seeing FC Dallas and Real Salt Lake clinch the final playoff berths.
What is interesting about this move is that Apple recently agreed a $140 million a year, five-year deal to broadcast Formula One racing on their platform in the U.S market, starting from 2026 - significantly there is no plan to create a distinct product like MLS Season Pass for F1 with the races to be simply shown to Apple TV subscribers.
Could this move for the playoffs be a sign of things to come? Certainly one of the concerns that some have had about the MLS-Apple deal is that the reach has been limited by the need for a Season Pass subscription. Other leagues are on platforms that offer a variety of other content, such as Paramount+ and Peacock. Would Apple be willing to give MLS the same deal as F1? Or is the revenue from Season Pass something they wouldn't be willing to give up?
The 18-team playoffs, featuring stars like Lionel Messi and Son Heung-Min, begin Wednesday with Wild Card matches, followed by the best-of-3 Round One starting Friday. Select playoff games, including MLS Cup on December 6, will also be aired on Fox Sports in the U.S. and TSN/RDS in Canada.
McBride to lead Brooklyn FC on two fronts
Brooklyn FC, which fields a women's team in the top-tier Gainbridge Super League, has made a major executive move by appointing U.S. soccer icon Brian McBride as General Manager ahead of the launch of their men's team in USL Championship next season.
The former USMNT striker previously served as General Manager for the U.S. Men’s National Team from 2020 to 2023, will oversee all sporting operations for both the established women's side and the men’s team, which will debut in March 2026. His responsibilities include roster construction, technical staffing, and performance analytics. The club is already moving forward on the business side, having opened ticket deposits for the 2026 men's season.
Former USMNT and Fulham striker Brian McBride was previously GM of the U.S national teams.
The appointment is a sign of the growth of USL which is becoming a serious career option for leading figures such as McBride and is a reminder that as the league grows - so too do the number of roles and jobs in the sport. We are seeing well-known names getting involved in lower division soccer now in a way that was unthinkable just a few years ago.
McBride has seen a lot in his career. As well as featuring in three World Cups (1998, 2002, 2006) at club level, McBride played in both Major League Soccer and the English Premier League, where he became a Fulham FC legend and two-time Player of the Year. In 2009, Fulham named a bar inside Craven Cottage in his honor.
“This is a major moment for the club and the borough,” said David Barry, President of Brooklyn Football Club. “Brian brings a rare blend of experience, leadership, and vision; from his elite playing career to his experience with the next generation of American soccer stars. He understands what it means to build something that reflects this community, hardwork and determination. Our women’s team has already set the tone, and now we’re bringing that same energy to the men’s side. Brooklyn FC is all in.”
NBA star Butler bets on NWSL growth
The NWSL's San Diego Wave FC announced that six-time NBA All-Star, Olympic gold medalist, and entrepreneur Jimmy Butler has joined the club’s investor group. Known as “Jimmy Buckets”, Butler is the founder of BIGFACE and has cultivated a reputation as a forward-thinking entrepreneur with investments across sports, lifestyle, and wellness.
Butler stated that investing in the Wave, a club that is "pushing boundaries" and "setting a new standard for what women’s sports can be," fulfills a long-time passion for soccer.
This high-profile investment adds further cultural and financial validation to the NWSL market. The Wave clinched a berth in the 2025 NWSL Playoffs last weekend.
Connecticut to join WPSL PRO
In another sign of the close relationship between independent MLS Next Pro clubs and the start-up WPSL Pro women's league, Connecticut Sports Group (CTSG) has agreed terms on launching a new women's team to accompany their men's team CT United. The final award of the team, which will be the 18th committed franchise for the league, is contingent upon the delivery of a proposed Bridgeport waterfront stadium.
WPSL Pro will launch in 2027 as a new professional women’s soccer league at the second division of U.S. Soccer. It's designed to expand opportunities, accelerate growth and unlock untapped markets for the women’s game. Connecticut’s club, the league’s 18th committed franchise, will kickoff in 2028. The Cleveland group involved in WPSL Pro, also plans a men's team in MLS Next Pro while the ownership of Carolina Core is also involved with WPSL Pro.
MLS renews major deal with Audi
Audi of America and Major League Soccer (MLS) announced a multi-year extension of their partnership, marking the next chapter in a decade-long collaboration. Under the agreement, Audi will continue as Major League Soccer’s Official Automotive Partner, Title Sponsor of the Audi MLS Cup Playoffs, and Presenting Sponsor of the MLS Golden Boot, MLS Cup MVP, and MLS Cup. Audi’s support will also extend as the presenting sponsor of the Team of the Matchday digital series and as an official partner of the MLS All-Star Game.
Audi continues its strong presence in MLS through local partnerships with clubs including Inter Miami CF, D.C. United, Orlando City SC, San Jose Earthquakes, Sporting Kansas City, Columbus Crew, and New York Red Bulls. The brand also holds naming rights to Audi Field in Washington, D.C.
And finally a bit of 'on-field' talk...
We talk a lot in this newsletter and on the podcast about the unique opportunity that North American soccer provides to create clubs from scratch - something that simply isn't on the agenda in so many other parts of the world and the story of San Diego FC's debut season sits right in that discussion. San Diego not only has thrived as a business but has finished top of the Western Conference in their debut season in MLS. I took a look at the story in my 'on the field' newsletter The Daily Soccer. You can read it here. Subscribe to The Daily Soccer for free.
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