MLS 2026 Kickoff Tests Global Streaming Strategy Ahead of World Cup
Vancouver, Sunday, 22 February 2026.
The season opener highlights the league’s reliance on its Apple partnership to capture global audiences, marking a pivotal commercial test for sports broadcasting before the North American World Cup.
Strategic Kickoff in Vancouver
As Major League Soccer enters its 31st season, the stakes have never been higher for the North American league. The 2026 campaign officially launched this weekend, with Real Salt Lake (RSL) travelling to British Columbia to face the Vancouver Whitecaps on Saturday, February 21 [1][4]. This fixture marked a significant milestone for the Canadian club, serving as their 500th regular-season match in MLS history, an event witnessed by a crowd of over 21,000 at BC Place [3]. For RSL, the opener was an opportunity to reverse a troubling trend, as the club sought to snap a two-year losing streak in road openers following defeats in 2024 and 2025 [1]. The match also set the stage for RSL’s home opener, scheduled for February 28 against Seattle Sounders FC [1][2].
Tactical Evolution on the Pitch
Beyond the pageantry, the season opener revealed significant tactical adjustments indicative of a league striving for higher technical standards. Real Salt Lake manager Pablo Mastroeni unveiled a shift from the team’s previous 4-2-3-1 formation to a more dynamic 3-5-2 setup [1]. This strategic pivot is designed to maximize the talents of key personnel, including Diego Luna, the 2024 MLS Young Player of the Year, who remains a central figure for the club after signing a five-year extension in 2024 [2]. The midfield restructuring features Stijn Spierings alongside emerging talents, while the defensive line is anchored by veterans like DeAndre Yedlin [1]. On the opposing side, Vancouver’s roster now boasts global experience, including 2014 World Cup champion Thomas Müller, who joined the club in August 2025 and views this season as a pivotal moment for the sport in the region [4].
The Business of Broadcasting
The 2026 season serves as a litmus test for MLS’s media strategy, particularly its exclusive global partnership with Apple. The tech giant continues to stream every match without blackouts to subscribers in over 100 countries, maintaining a price point of $12.99 per month for the standard service [4][7]. In a move to broaden domestic accessibility, Apple and Major League Soccer have integrated their offering with traditional cable providers; specifically, Comcast’s Xfinity customers now have access to MLS 360 and Apple TV+ content directly through their set-top boxes [4]. This hybrid approach of direct-to-consumer streaming and legacy cable integration is crucial as the league attempts to maximize viewership ahead of the FIFA World Cup, which kicks off in North America later this year [4].
Market Favorites and Star Power
Commercial interest in the league remains heavily tied to its marquee names and the performance of major market teams. Inter Miami enters the 2026 campaign as the defending MLS Cup champion, having defeated Vancouver in the 2025 final [6][7]. Despite an injury scare involving a hamstring strain during the preseason, Inter Miami captain Lionel Messi was cleared to play in their season opener against LAFC on Saturday [6]. The betting markets reflect the perceived dominance of these star-studded squads; Inter Miami opened as the favorite to retain the cup with +450 odds, followed closely by LAFC at +600 and Vancouver at +900 [7]. As the season unfolds, the interplay between on-field tactical evolution and off-field commercial expansion will define the league’s trajectory leading into the summer’s global tournament.