Bloomberg Business of Sports• Apr 24, 2026• 25:06Interview

Business of Soccer Special: Former USMNT Captain Landon Donovan | Bloomberg Business of Sports

From Bloomberg Business of Sports

Landon Donovan•Former USMNT Captain

Executive Summary

soccer legend Landon Donovan discusses his memoir, focusing on his personal struggles with depression to normalize conversations around mental health in professional sports.
Soccer's popularity in the U.S.
is surging, with polls ranking it the third favorite sport to watch, encompassing both domestic leagues (MLS, NWSL) and international competitions.
The NWSL is on a rapid growth trajectory, mirroring the MLS's development from 5-10 years ago, with franchise valuations skyrocketing.
Upcoming mega-events, particularly the 2026 Men's World Cup and a potential 2031 Women's World Cup on U.S.
soil, are expected to be massive accelerators for the sport's commercial and cultural growth.

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Concerns Raised

The immense pressure on athletes in the public eye, which is amplified by social media.
The risk of athletes tying their entire identity to their profession, leading to burnout and mental health challenges post-career.

Opportunities Identified

Significant growth potential for MLS and NWSL franchise valuations, accelerated by upcoming World Cups.
Capitalizing on soccer's rising popularity as the third favorite sport to watch in the U.S.
Athletes using their platforms to advocate for important social issues like mental health, creating a new form of legacy.

Key Themes

Mental Health in Professional Sports

Landon Donovan's primary focus is his memoir and his journey with therapy and depression. He discusses the past stigma and his hope that his story will normalize seeking help for current athletes and the general public.

This highlights a significant cultural shift in sports, moving the conversation around athlete well-being beyond physical performance to include crucial mental and emotional health.

The Business of Growing a Sports League

The conversation details the early, grassroots efforts required to build Major League Soccer. Donovan contrasts the work of early MLS players—doing small clinics and extensive fan engagement—with established leagues like the NFL, showcasing the 'hand-to-hand combat' needed for a league's survival and growth.

This provides a valuable case study on the lifecycle of a sports league, illustrating the foundational marketing and community-building work required to achieve mainstream success and financial stability.

The Trajectory of U.S. Soccer

Donovan presents a bullish outlook on soccer's popularity, citing its position as the third most-watched sport in the U.S. He emphasizes the parallel growth of the MLS and NWSL, with the women's league following a similar, highly successful path of expansion and valuation increase.

This signals a maturing and increasingly lucrative market for investors, sponsors, and media, with strong indicators of sustained commercial growth for domestic soccer leagues.

The Impact of Mega-Events on Domestic Growth

The upcoming 2026 Men's World Cup and an anticipated 2031 Women's World Cup in the U.S. are framed as powerful catalysts. These events are expected to significantly accelerate the growth of the MLS and NWSL by boosting viewership, attendance, and franchise valuations.

This provides a clear, time-bound catalyst for the next phase of investment and expansion in the American soccer market, creating major opportunities for stakeholders.

Redefining Athlete Identity and Success

Donovan reflects on his career, stressing the importance for athletes to cultivate an identity outside of their sport to cope with public pressure and career transitions. He also redefines success for the national team, emphasizing effort and creating memorable moments over just winning.

This offers a modern, holistic perspective on athlete management and personal branding, suggesting that long-term success and well-being are tied to a balanced identity beyond the field of play.

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Topics

Landon Donovan U.S. Men's National Team (USMNT)Major League Soccer (MLS)National Women's Soccer League (NWSL)FIFA World Cup 2026 FIFA Women's World Cup Athlete Mental Health Depression Sports Memoirs Soccer Growth in the U.S.Franchise Valuations Christian Pulisic Weston McKennie Sports Business League Development

Processed Apr 24, 2026 yt-dlp + mlx-whisper + Gemini