Inside the confidential 2016 study that provided the blueprint for MLS’s modern era

For almost its entire existence, Major League Soccer has struggled with one fundamental quandary: how does it compete with the world’s best leagues — and how does it do so while remaining financially responsible, a facet of the league’s modus operandi that has kept it around longer than any professional soccer league in U.S. or Canadian history. The study says that urban stadiums allow supporters’ groups to easily connect before and after matches, reduce hurdles for locals to attend games and help embed the club within the “culture of the city.” The study suggests that, in order to make the capital investment in a new stadium “economically viable and attractive” to MLS ownership, the league’s clubs should seek partnerships in stadium construction — public funding or a partnership with a local college or university, for example. That number “appears to be a combination of technical quality and consumer perception.” At the time of the study, MLS’s roster spending was comparable to that of the Turkish SuperLiga, English Championship, Brazil’s Campeonato Serie A and the Russian Premier League, but the focus of that spending was different; some 35% of total spending was focused on the top three roster spots across the league, and the league’s five highest-spending clubs accounted for roughly half of the total outlay. Despite the fact that the bulk of spending was focused on the top three roster spots — designated players, usually — the study concludes that “many DPs are not providing technical quality, perceived quality or commercial upside, commensurate with the significant spend on them.” In addition to a lack of technical quality and issues with roster spending, the study dives into other factors that drive the public’s perception of MLS as a lower-quality league. BCG recommended eliminating all focus on the Supporters’ Shield, suggesting that the league not “utilize marketing budget or human resource time promoting.” The study finds that only 6% of MLS consumers view it as meaningful.