Berg Sets 5 Priorities for MLS Future as $250 Million Apple Deal Nears 2029 End

3 articles · Updated · The Guardian · Aug 5

Larry Berg used his first appearance as commissioner-elect to map five priorities for MLS before he takes over on Jan. 1, centering on media rights, on-field quality, club relevance, international competitiveness and the next labor deal.
The most urgent strategic call may be broadcasting: MLS’s Apple agreement pays about $250 million a year and runs through the 2028-29 season, but viewership data remain sparse and the league must decide whether a streaming-only model can keep growing its audience.
Berg also signaled roster-rule reform as essential to raising playing quality, especially with MLS preparing to align its calendar with the global transfer market and owners already discussing broader changes to spending and squad-building rules.
That push ties directly to MLS ambitions beyond its domestic footprint, from making Leagues Cup matter more to closing the gap with Liga MX and improving teams’ chances in the Concacaf Champions Cup and Club World Cup.
A new collective bargaining agreement looms by the end of 2027, and Berg’s handling of talks with players across 30 clubs is set to shape the league’s post-Messi era and test whether MLS can sustain its recent momentum.