The Rise of Major League Soccer: Building a Global Giant

In their timely new book, sports business veterans Rick Burton and Norm O'Reilly have captured a pivotal moment in American soccer history. Their work arrives at an extraordinary intersection: MLS has just experienced what many are calling the "Messi Effect," with record attendance marks and expanded sponsorship revenue, while the league's innovative partnership with Apple TV is exceeding all expectations.
Burton and O'Reilly bring impressive credentials to this analysis. Burton, the David Falk Distinguished Professor at Syracuse University, and O'Reilly, Dean of the Graduate School of Business at the University of Maine, have established themselves as leading voices in sports business through their regular contributions to prestigious publications and their previous collaborative works.
The book's timing couldn't be better. It arrives as MLS is experiencing unprecedented growth, with the authors expertly contextualizing how the league's groundbreaking 10-year partnership with Apple has transformed how fans consume the sport. Their analysis of the league's digital-first strategy proves particularly insightful, as MLS now reaches more than one million viewers on an average Saturday.
What sets this book apart is its comprehensive approach. While the authors certainly celebrate MLS's recent successes, they don't shy away from examining the challenges ahead. They astutely analyze how the league must balance its global ambitions with sustainable growth, particularly as it competes with established European leagues for talent and viewership.
The authors' exploration of the league's expansion strategy is particularly compelling. They detail how MLS has carefully selected markets and ownership groups, building a foundation that's attracting not just star players like Messi (whose arrival has doubled MLS Season Pass subscriptions), but also sophisticated investors who see the league's long-term potential.
Perhaps most valuable is the book's analysis of MLS's unique business model. Burton and O'Reilly break down how the league has learned from both the successes and failures of other sports leagues, creating a structure that prioritizes long-term stability over short-term gains. Their insider access provides readers with unprecedented insight into the decision-making processes that have shaped the league's development.
The book's few shortcomings are minor. Some readers might wish for more detailed player perspectives, and occasionally the authors' optimism about the league's future feels a touch excessive. However, these are small quibbles in what is otherwise an authoritative work.
"The Rise of Major League Soccer" is essential reading for anyone interested in sports business, soccer, or the evolution of professional sports leagues. Burton and O'Reilly have produced a work that's both timely and timeless, documenting a crucial period in American soccer while providing valuable insights into the business of professional sports. As MLS continues its ascent toward becoming a truly global football power, this book will serve as the definitive account of how it got there.
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Publisher: Visit Lyons Press
Published: May 6, 2025
Price: £25.00 
Hardcover: 200 pages
ISBN-10: 1493086715
ISBN-13: 978-1493086719
Dimensions: 229 x 152 (mm)