Not for the first time, American soccer is approaching a crossroads, and given the landscape in which this latest rumble in soccer’s turbulent history in the US will play out, it could be one of the most defining moments yet.
The organisation that runs professional leagues in the second and third tiers of soccer in the US, the United Soccer League (USL), could have a big role to play in shaping the future. With the new league season kicking off this month, it hopes to become a more visible and authentic alternative to Major League Soccer.
The arrival of Lionel Messi on American shores means there is more focus than ever before on the sport in the US – what it looks like and how it is played, governed and structured. But there are many other catalysts, including the World Cup in 2026, and its support acts the 2024 Copa América and the newly expanded 2025 Club World Cup.
Naturally, much of the initial attention will fall on MLS. But any lasting legacy could depend on how the benefits spill over into soccer outside MLS.
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Dan Rutstein, president of USL Championship side Orange County SC, believes Messi will provide upside throughout US leagues.
“MLS will reap the biggest rewards but I think for clubs at all levels more people want to come to games, and you can bring your whole family to one of our games for less than the cost of parking at an LA Galaxy game,” says Rutstein. “America is a big country and there should be enough soccer to go around. The more people that like soccer, the more people that want to come to our games, the more people want to play soccer, and the more kids want to go into the system. I think it’s great for everybody.”
USL is not part of an open soccer pyramid. There is no promotion or relegation between its leagues – from the semi-professional regional League Two, to the professional League One and Championship – but its breadth and countrywide coverage can mean it feels more like soccer in other parts of the world.
It now has a chance to become an even bigger part of the game in the US. A new TV deal announced before the 2024 season is a big part of its increased availability and visibility. With the majority of MLS games behind the Apple TV+ paywall, USL could become the go-to league for TV viewers, especially in most of its local markets where it will be freely available on local, linear channels.
On Saturday, CBS aired…