Seattle Sounders seek new investors
The Seattle Sounders, one of the biggest franchises in Major League Soccer, are looking for fresh investment to help them build a new soccer-specific stadium, a further sign that the country's leading clubs are preparing for a fresh phase of growth in the game.
The Sounders, valued at around $800 million, have played at Lumen Field, the home of the Seattle Seahawks NFL franchise, since joining MLS in 2009 and it has been one of the better functioning co-habitation agreements between a soccer and American football team.
But the lease on the venue runs out in 2032 and while no plans have been announced for a new venue there clearly would be many advantages to the club having their own venue. Several reports have indicated the club has considered options in the Longacres area of the city. Sounders FC has retained Moelis & Company to explore a potential sale of a stake in the organization, the club said in a statement.
“I am extremely proud of what Sounders FC represents in our community and the broader North American soccer ecosystem,” said Adrian Hanauer, Majority Owner of Seattle Sounders FC. “We’ve built a foundation of excellence over the past 51 years, and we believe that now is the right time to seek additional partners who can help us achieve our vision for the next 50 years.”
Hanauer, along with co-investors Joe Roth and Drew Carey paid a $30 million expansion fee to get into MLS in 2007. Roth sold his shares in 2019 with the team then valued around half of what current valuations estimate the club to be worth.
Sportico reported that here is no individual partner selling his or her equity; this will be a capital raise, agreed to by the whole ownership group. Both the Vancouver Whitecaps and San Jose Earthquakes are currently on the market, and Real Salt Lake sold earlier this year. The Columbus Crew and Austin FC have recently attracted new investment as MLS clubs look to use the current pre-World Cup moment to strengthen their ownership groups and prepare for any future initiatives.
Court Jeske on bringing pro soccer to OKC
This week's guest on The Soccer Business Podcast is Court Jeske, a veteran of the industry who has worked for MLS, USL and US Soccer, who shares some key insights from his extensive experience in American soccer, including his roles in Nashville SC and the new Oklahoma City Pro Soccer Project. He discusses the importance of community engagement, lessons learned from Nashville's success, and the revitalization of soccer in Oklahoma City. The stadium plans (see illustration) sound particularly exciting.
It was really interesting to get his thoughts on how to build and then engage with strong fan base, effective consultation processes pre-launch, and the significance of the upcoming World Cup in 2026 as a catalyst for growth in American soccer. I think these last few interviews - with Court, with Sunil Gulati and with Megan Oglesby really give a lot of insights into what 'growing the game' actually means. It's been a theme of our pod right from the outset with that first episode with Michael Hitchcock- building the game is about embedding soccer in a community and constantly remaining focused on what works locally.
There's so much sports business content that focuses on the 'big picture' on the mega media rights deals, the huge sponsorship plays and the dazzling investment stories (and we will be doing plenty of that in the Soccer Business News Review episodes) but these interviews with Gamechangers give people a real look into what is involved in building soccer clubs as a community asset - which I think is at the core of the next phase of growth in the USA.
Court also has some really on the point concerns about the 2026 World Cup and whether the domestic game is doing enough yet to make sure it capitalizes on the big event. You can listen on all pod platforms.
Listen on Spotify:
Other platforms here: https://pod.link/1803272519
MLS salaries revealed, Messi talks money
Unlike most leagues in their world, where salary details are never confirmed, the MLS Players Association, releases the numbers on all the players and clubs in the league and the 2025 data is out now. The full pdf with all the details can be downloaded directly here.
Unsurprisingly Lionel Messi's annual salary of $20.45 million is the highest in the league and almost double that of second-placed Son Heung-min of LAFC ($11.15 million). More pertinently Messi's salary is also more than the entire roster of 20 of MLS's 30 teams. See here for a team by team breakdown.
Messi doesn't talk much but this week he was interviewed on NBC and was asked about what it will take to further grow MLS and soccer in the USA?
“Well, for starters, every team should have the opportunity to bring in players and sign whoever each team wants — without limitations or rules for players to bring them in,” the World Cup winner said.
“I don’t think that today all teams in the United States, all clubs, have the power to do that, and I think that if they were given the freedom, many more important players would come and help the growth of the United States," he added.
“I think that growing soccer in the United States is possible,” he said. “I think there are still big changes to be made so that teams can continue to grow, but I think there is a very important foundation in place where teams are prepared and want that growth, and I think it’s time to do it.”
This is a common reaction from overseas players who find it hard to understand why MLS has so many rules in place which make it difficult for clubs like Inter Miami to just invest in players however they wish.
But, unlike in the past, when such views could be dismissed with reference to the history of the the 'boom and bust' of Pele's NASL Messi's comments come at a time when there is significant pressure from some clubs to loosen the purse strings.
There is a lot that can be discussed about this issue but ultimately it does come down to how much parity, how much of a level playing field, MLS owners want to maintain? The 'every club has a chance to win' aspect of MLS is quite unique in the global football landscape. Interestingly, on the parity front, the Philadelphia Union ranked 28th in salary spend this season ($13.4 million) but finished top of the Eastern Conference.
Personally, I don't think you need a 'Big Five' of heavy spenders, such as in European leagues, in order for MLS to rise to the next level but I do think you need more stars. And that is kind of what the current system of 'Designated Players' outside of the salary cap is designed to encourage. Every club has the chance to have three big stars on their rosters - but only some truly make the most of that opportunity.
We are probably never going to see the day when a Kylian Mbappe plays for Real Salt Lake or Harry Kane leads the line for the Colorado Rapids but Messi's frustration is probably more linked to the fact that he would like to have 11 Designated Players on the Inter Miami roster.
That's not going to happen of but what is needed to raise the quality level higher is for clubs to have the ability to spend more on their supporting cast for those DPs. Better goalkeepers, defenders and defensive midfielders. That requires the kind of investment that doesn't grab headlines or launch marketing campaigns (or get great contracts for Messi's friends) but it will raise the level.
Connecticut, Iowa facing stadium challenges
Connecticut United Football Club (CT United FC), slated to launch in the MLS NEXT Pro League in 2026, is expected to begin play at various venues across the state as it continues to face challenges in getting a stadium development deal secured.The team is the brainchild of local tech entrepreneur André Swanston, who also has announced plans to have a women's team in the WPSL-Pro.
The Hartford Business Journal reports that "When CT United FC finally begins play next year, it will do so without a stadium, which is still in the works and would be constructed on a former dog-racing track near Bridgeport’s waterfront. Efforts to secure $127 million in state funding this past legislative session ended without any financial commitment from lawmakers."
- The state has provided $16 million to date, designated for environmental remediation and infrastructure improvements on the former dog-racing track site.
- In lieu of cash, lawmakers approved the use of tax increment financing and commissioned an economic impact study. However, that study missed its initial deadline and is now expected in July 2026, months after the team begins play.
Hartford Business Journal.
Meanwhile, progress is being made in Des Moines, Iowa, towards a stadium for a proposed USL Championship team in the city but Iowa Soccer Development Foundation, the nonprofit that would own the stadium, calculates it remains roughly $22 million short of its $95 million goal. The Des Moines Register has all the details.
LaLiga enjoys record US audience for Clasico
Real Madrid victory over FC Barcelona in ElClásico last weekend resulted in LALIGA’s most successful weekend ever in the U.S. The match secured an audience of 1.13 million combined viewers across ESPN2, ESPN Deportes, and ESPN+, making it the most-watched LALIGA ElClásico on ESPN. This record surpassed the previous high by 2%. Beyond viewership, LALIGA events in Dallas and Houston hosted by the league and supported by ESPN attracted more than 4,500 fans who were able to meet with LALIGA Legends.
MetLife Foundation makes $1.7 million soccer grant
The MetLife Foundation announced a $1.7 million grant to the U.S. Soccer Foundation to support sports-based youth development. The partnership aims to foster the well-being of over 220,000 young people and their families through programs like the evidence-based Soccer for Success and the Yes, Coach!™ movement. A key outcome of the grant is the creation of six new safe mini-pitches in cities across the U.S., with locations planned for Dallas, TX, and Philadelphia, PA, by the end of 2025, and additional sites in California, Georgia, New Jersey, and New York in 2026.
U.S. Soccer sees revenue boost
The U.S. Soccer Federation reported $263.7 million in total revenue for the 2025 fiscal year, marking a 37% increase over 2024 and representing the organization’s highest revenue figure since the 2017 fiscal year. The governing body attributes this significant growth to successfully leveraging commercial interest in the sport ahead of the upcoming FIFA World Cup in North America.
* U.S. Soccer posted a net surplus of $8.3 million marking the second consecutive annual surplus for the organization after years of deficits between 2018 and 2023.
* Commercial income, derived from sponsorships, licensing, and fan engagement, increased by 19% totaling $121.1 million, New deals were secured with major companies including Bank of America, The Home Depot, Haleon, Jim Beam, and Henkel.
* Philanthropic contributions grew substantially, reaching $50.3 million, which is approximately seven times the amount raised in 2024. This momentum was driven by efforts led by CEO JT Batson, securing large commitments like $50 million from Arthur Blank and $30 million from Michele Kang.
National Training Center Financing: To advance the $250 million National Training Center project in Fayetteville, Georgia, U.S. Soccer dramatically expanded its assets and debt. Asset Increase: Total assets surged from $192 million in 2024 to $459 million in 2025. This was supported by an $86.4 million increase in construction-in-progress and a $12.5 million land donation.
* The federation conducted its first-ever bond raise, issuing $200 million in debt to finance the NTC build. This bond offering demonstrated strong investor demand, attracting over $3.2 billion in initial orders.
Looking ahead, the 2026 fiscal year is expected to show continued commercial momentum with new sponsorships like American Airlines, and Purina coming online. The 2027 fiscal year is projected to be the organization’s peak earning period, coinciding with the NTC opening in spring 2026 and the FIFA World Cup that summer. U.S. Soccer also plans to establish an endowment by the 2027 fiscal year to ensure a sustainable long-term funding source.
Full report from Sports Business Journal. US Soccer 2025 Audited Financial Statement here.
