Major League Soccer Is Using World Cup Fever to Score New Fans

CMO Howard Handler lays out his game plan

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Since rolling out in 1996, Major League Soccer has struggled to gain prominence in the U.S. But thanks to World Cup fever, the spirited U.S. team and its hero Tim Howard, the energized league may finally get the bump it needs to gain traction with sports fans.

The momentum will help fuel MLS’ comprehensive TV deals with ESPN, Fox and Univision that will bring in $720 million over eight seasons—or five times more per year than in 2007.

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