MLS bullish about growth despite lagging behind North America's biggest leagues

MLS will find itself in a very competitive marketplace with the NHL negotiating a new US broadcast deal in 2021 and NFL rights coming up for auction in 2022.

Garber, however, believes the MLS can offer something the other leagues cannot: access to the 18-34 demographic coveted by advertisers.

A 2017 Gallup poll cited in MLS promotional material found that its popularity with the 18-34 age group was up 11 percent, while the NFL, NBA and MLB were all down.

"I do believe, in the new world, media companies are going to need Major League Soccer as sport content more in the future than they have in the past," said Garber.

"Secondly, we have an audience that delivers something that most other properties don't. It's very young, very diverse, therefore our media partners will need us more tomorrow more than they have in the past."

REUTERS