What happened: Major League Soccer launched its largest coordinated marketing campaign as the domestic schedule resumed July 16-17. The initiative uses local partnerships, fan events and club promotions across North America.
Why it matters: The league is trying to convert tournament interest into lasting attendance and viewership. The 1994 World Cup helped spur MLS's creation, setting a high bar for the 2026 tournament's domestic legacy.
By the numbers: The campaign spans all 30 MLS clubs and began before play resumed July 16-17.
What to watch: Attendance and audience trends will show whether the World Cup lift carries through the rest of the 2026 regular season.