In recent years, American investment in soccer has grown rapidly, with a particular emphasis on foreign clubs. However, this influx of capital is now facing a complex challenge: internal competition. U.S. investors who have bought European teams are increasingly coming into conflict with the interests of domestic Major League Soccer (MLS) owners, especially as international leagues eye the U.S. market more aggressively.
Soccer’s transformation into a highly commercialized, borderless business is accelerating. Once protected by regulatory and legal barriers, domestic leagues like the Premier League and La Liga are now free to stage games in the U.S. thanks to a recently settled lawsuit. A Fifa working group is drafting guidelines to manage this shift, but the floodgates are effectively open. This spells trouble for MLS, which is trying to protect its turf both literally and financially from global incursions.
The irony is that much of this foreign interest has been driven by American capital itself. Over the past few decades, American investors have bought up clubs across Europe. Initially, it was billionaires buying the top-tier teams, drawn by the prestige and potential for long-term appreciation. Then came a wave of more modest investors, often priced out of NFL, NBA, or MLS ownership, who sought value in smaller European clubs. Some made lifestyle purchases, others saw soccer as content gold mines, and many aimed to run clubs more professionally for potential promotion or increased market value.
The pandemic created a perfect storm for these acquisitions. With many clubs financially distressed and interest rates historically low, American investors found ample opportunity to buy at a discount. Clubs like Ipswich Town changed hands for prices reportedly as low as $24 million. These purchases were often bundled into multi-club ownership models, creating economies of scale and offering new commercial strategies.
The results have been mixed. Some investments went poorly, but others have proven successful. This season, American-owned clubs dominate the top of the Premier League. Several promoted teams across England’s Championship and League One also have American backing. In Serie A and Ligue 1, American influence continues to grow, with multiple top-tier teams under U.S. control.
What’s notable is that many of these investors chose Europe over MLS. The valuations tell part of the story. MLS franchises can now command prices as high as $600 million, as seen in the sale of Real Salt Lake and the Utah Royals. Meanwhile, historic Premier League clubs have sold for less, despite much larger global audiences and commercial reach. From a business perspective, the allure of European soccer, with its global brand recognition and open competition structure, often trumps the more insular American model.
But now, these investment choices are rebounding. As European leagues plan regular-season games on American soil, they’re targeting the same fans and sponsorship dollars that MLS relies on. MLS is lobbying to limit foreign leagues’ access to the U.S. market to its offseason, but that may not be enough.
The competition for American soccer fans’ wallets is no longer just a matter of attracting interest from other sports or casual viewers. It’s becoming a battle between two wings of American soccer capital one betting on the growth of the domestic game, and the other exporting European glamour to American stadiums. As the lines blur, the real test will be whether MLS can hold its ground in a market now open to the world.
