CONCACAF president Victor Montagliani says the 2026 World Cup will spark a “cultural revolution” in North America, arguing the tournament can elevate MLS toward the world’s elite, defend FIFA’s high ticket prices as revenue for global football, back a larger Club World Cup, resist immediate further World Cup expansion, and keep open a possible FIFA presidential bid in 2031.
Montagliani: World Cup will remake North American soccer and boost MLS
Victor Montagliani, president of CONCACAF, frames the 2026 World Cup as a turning point for football in Canada, the United States and Mexico. He argues the tournament will shift soccer from a niche pastime to a mainstream North American sport, accelerating growth for Major League Soccer and raising the region’s standing in global football.
Big-picture claim: a cultural revolution
Montagliani says the legacy of hosting across three countries is cultural as much as infrastructural. With Lionel Messi already in MLS and Canadian clubs exporting talent to Europe, he sees the World Cup amplifying participation, fandom and commercial investment. That combination, he contends, could move MLS into contention with the Premier League for global relevance — an audacious but strategically plausible outcome if investment, star recruitment and competition quality continue rising.
Why this matters for MLS, clubs and players
A stronger MLS would reshape transfer markets, development pathways and club ambitions across CONCACAF. Montagliani points to superior stadium experiences and training facilities as foundations; what remains is a deeper pool of marquee talent and structural changes such as a higher salary cap. In short: infrastructure exists, but the product on the pitch must improve to turn potential into parity with Europe’s elite.
Defending FIFA’s pricing — revenue to reinvest in the game
Montagliani robustly defends record World Cup ticket prices, framing them as a once-in-a-generation revenue opportunity. He stresses FIFA’s fiduciary duty to grow the financial pot because revenues are redistributed to federations and development programs worldwide. His argument: short-term sticker shock fuels long-term investment in the game globally.
Critics versus the financial logic
The reality is mixed. High prices have left many matches unsold and ignited public criticism, yet the cash enables expanded development programs and new competitions. Montagliani’s stance prioritizes federation budgets and growth targets; observers should weigh whether those funds translate into measurable gains for grassroots and professional football over the next cycle.
Expansion debates: 48-team World Cup now, 64 is premature
Having moved from initial scepticism to acceptance, Montagliani supports the 48-team World Cup format and rejects proposals to push to 64 teams in 2030. He argues prudence: allow a couple of cycles of the 48-team format before contemplating further enlargement. For him, quality control and preparation for a broader format are essential.
Club World Cup: a clearer case for growth
Montagliani is more receptive to expanding the Club World Cup to 48 teams, seeing competitive uplift and revenue potential. He believes higher-level club competition will change club mindsets—particularly in CONCACAF and Asia—by incentivising investment and improving standards. That said, any expansion must resolve scheduling, squad wear-and-tear and European clubs’ legitimate concerns about calendar congestion.
Politics, logistics and leadership ambitions
With three host governments coordinating security and logistics, Montagliani credits strong bureaucratic cooperation and downplays the risk of political interference disrupting play. On governance, he presents himself as focused first on CONCACAF’s immediate priorities and his re-election next year, while leaving open a distant possibility of a FIFA presidential run in 2031 once current terms conclude.
What this could mean next
Montagliani’s vision is coherent: use the financial windfall and global spotlight of 2026 to accelerate domestic leagues, club ambitions and player pathways. Realising that vision will hinge on several measurable factors — ticket sales and fan engagement during the tournament, MLS’s ability to attract and retain top talent, and whether FIFA channels revenue into sustainable development rather than one-off projects.
Bottom line — ambitious, plausible, but not guaranteed
Montagliani offers a bullish roadmap for North American football: leverage the World Cup as a catalyst, use revenue to fuel growth, and expand club competition to raise standards. It’s an ambitious plan with credible building blocks, yet translating promise into sustained parity with Europe requires structural reforms, prudent reinvestment, and a steady influx of on-field quality.
The next few seasons will test whether 2026 proves a genuine cultural revolution or an expensive shot of momentum that needs follow-through.
The Guardian
