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At a Glance
MLS is making its biggest marketing bet yet, with clubs funding an eight‑figure World Cup campaign to convert casual viewers into long‑term fans.
The Premier League has secured a £450 million South American extension with ESPN, a 25 per cent uplift that helps push the 2025–28 cycle to £12.25 billion.
League bosses are now openly exploring the end of the UK’s Saturday 3pm blackout from 2029, which would unlock all 380 matches for domestic sale.
Footballco’s US business is surging into the World Cup, with women’s soccer now driving more direct revenue than the men’s game via its Indivisa brand.
Ariel’s $250 million Project Level fund and rapidly growing women’s club revenues show women’s football moving from side project to core growth asset in the global football economy.
Football is finally starting to look like the industry I have always believed it could be. Not just a collection of leagues and fixtures, but a global attention machine that understands how to acquire fans, how to monetise them and where the next wave of growth is actually going to come from.
Two stories from this week capture that shift perfectly. One comes from North America, where MLS is about to make the biggest marketing bet in its history around the 2026 World Cup. The other comes from the Premier League, which has quietly locked in a huge uplift on its South American and Caribbean media rights. Threaded through both is a truth we cannot ignore. Women’s football is not a side project. It is part of the core economics of what comes next.
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