On the Way to Its 25th Season, MLS Continues to Build a ‘League for a New America’

A younger, more diverse audience drives its success

Soccer players warming up on the field in a stadium before a game
The Portland Timbers warm up for their home opener against LAFC. Craig Mitchelldyer/Portland Timbers

Last month, the Portland Timbers of Major League Soccer (MLS), reopened their stadium, Providence Park, after $85 million of new construction and renovation. The 20-month project was a crowning achievement for the franchise that, when they entered the league in 2011, played in a baseball stadium that was built in 1926. Over time, owner Merritt Paulson continued to invest steadily in improvements and infrastructure and now, the venue is among the envies of the league.

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@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.