Welcome to Issue No. 9 of The California Sports Lawyer® Briefing, a weekly look at the intersection of entertainment, media, sports, business, technology, and law.
The 2026 FIFA World Cup proved that a mega-sporting event can attract enormous audiences and generate significant commercial interest in the United States. The next question is whether American soccer can convert that temporary attention into lasting fandom, sustainable sports businesses, and expanded player-development opportunities.
This week’s column and podcast examine the business test facing American soccer after the World Cup and the measurements that will determine whether the tournament created lasting domestic value.
This week’s column examines whether the 2026 World Cup can produce long-term growth for American soccer after the tournament leaves North America.
The business test will be measured through MLS, MLS NEXT Pro, and USL Championship attendance and viewership, youth registrations, local-club sponsorships, merchandise sales, investment in development academies, and continued interest in the USMNT.
“Watching the USMNT every four years creates an audience. Supporting a club throughout its season builds a lasting sports business and expands player-development opportunities.”
— From The World Cup Is Over. Now Comes the Business Test by Jeremy M. Evans
This week’s California Sports Lawyer® Podcast continues the discussion surrounding the 2026 World Cup and the business and player-development questions now facing American soccer.
The episode explores:
Whether World Cup viewers will continue following American soccer
How MLS, MLS NEXT Pro, and the USL Championship can benefit from increased interest
The importance of youth participation, coaching, facilities, and development academies
How advertising opportunities evolved through hydration breaks
The role of local clubs, sponsors, and media partners in sustaining growth
How American soccer should measure progress between the 2026 and 2030 World Cups
“The World Cup has already passed the test as a successful mega-event. American soccer must now prove that it can retain the fans, investment, and cultural relevance produced by the tournament while strengthening player-development.”
— Inside this episode of the California Sports Lawyer® Podcast
The World Cup’s immediate commercial success does not guarantee lasting American soccer fandom.
Domestic attendance, viewership, sponsorships, merchandise sales, and youth registrations will provide measurable signs of growth.
Increased participation and investment can expand coaching, facilities, academies, and pathways to professional competition.
Hydration breaks demonstrated how broadcasters can create new advertising opportunities within a traditionally continuous game.
The 2030 World Cup will provide an important test of whether American interest continues when the tournament is hosted primarily overseas.
The 2026 World Cup proved that America can successfully host and support the world’s largest soccer event in the 21st century. Its lasting value will be measured not only by attendance, ratings, or advertising revenue, but by whether American soccer retains the fans, investment, and player-development opportunities created by the tournament.
Recent travel included time in Massachusetts, Maine, Rhode Island, and New Hampshire while attending the Ugandan wedding of a colleague and friend from Pepperdine Law outside Boston. The trip provided an opportunity to experience New England’s iconic communities, landscapes, and traditions. The flight home included stops in Minnesota and Utah, bringing the total to six states in six days, not including California.
Upcoming travel to Chicago, Illinois, for the 2026 National Conference of Bar Presidents Annual Meeting will include two Chicago Cubs games at Wrigley Field. After visiting all 30 current Major League Baseball ballparks by 2024, returning to Wrigley provides a fitting connection between professional service and a longstanding appreciation for baseball.
Continued work remains underway across California Sports Lawyer®, The CSL Briefing, the California Sports Lawyer® Podcast, speaking engagements, teaching, and related initiatives involving sports, entertainment, media, business, technology, and law.
Thank you for reading.
Until next week.
— Jeremy M. Evans
CEO & Managing Attorney
California Sports Lawyer®
No posts
Comments
Nothing yet. Say the first thing.
Sign in to join the conversation.