The Club World Cup currently underway in the United States is showcasing the growth of soccer in the country, but it's also spotlighting issues like sparsely attended stadiums and a noticeable lack of atmosphere in early matches. This is especially concerning as the U.S. is set to host the World Cup next year. So, what is the real strength of soccer in North America? Has Major League Soccer (MLS) truly established itself since the arrival of global superstars?

MLS to prepare for post-Messi

The arrival of megastars, especially Lionel Messi, has boosted MLS's development—a league that began shortly after the 1994 World Cup in the U.S. and gained traction with David Beckham's entry. Now, with the upcoming opportunity to host two World Cups in consecutive summers, the league is gearing up for its biggest challenge: thriving after Messi's retirement.

“The real test of MLS's resilience will be post-Messi. Only then will we know if the league has created a sustainable framework to sustain its progress without relying on a single icon—and avoid the downturn seen after Pelé's retirement in 1977,” explains Juan J. López, a native of Alicante and owner of The Game Management agency, which operates in the MLS market, and La Fabrique Academy soccer school.

While fans savor Messi's remaining years, MLS is proactively implementing measures to ease the transition of his departure. A key strategy involves recruiting talent, primarily from Europe and South America. “There's nothing wrong with extending offers to attract coaches or players,” López notes.

This approach is supported by FutbolJobs, Europe's top soccer job platform based in Spain. In just the last two months, it has received over 90 job listings from the U.S., mostly in youth soccer. “Similar to markets like Saudi Arabia, where financial incentives dominate, the U.S. appeals due to the opportunity to contribute to soccer's expansion in a global powerhouse,” says FutbolJobs CEO Valentín Botella Nicolás. “MLS salaries aren't exceptionally high; for example, a college graduate player might earn about $60,000 if average, or up to $120,000 with some experience,” López adds.

Talent flow to and from MLS

This talent movement is now evolving into a two-way exchange. A notable case is Taty Castellanos, who was signed at 18 by City Group for New York City FC, went on loan to clubs like Girona, and was transferred to Lazio in 2023 for $16.2 million. There, he has recorded 14 goals and 8 assists this season. A recent FutbolJobs posting illustrates this trend: “MLS team seeks U22 central midfielder,” with a potential transfer fee up to $3.25 million.

Beyond players, the strategy includes hiring coaches to nurture local talent. “Europe has a wealth of soccer expertise, so incoming coaches bring valuable insights,” says López. “North American clubs are actively posting opportunities for youth coaches,” adds Botella.