MLS has made significant strides in establishing a strong presence in the American South, where professional sports of all kinds have often struggled to gain traction. As the league enters its 30th season, the South is home to eight clubs, representing approximately 27% of the league’s total clubs and 30% of its American footprint.

Regional Breakdown

The South includes Florida and Texas, and clubs from these regions have been instrumental in the league’s growth. The breakdown of MLS clubs in the South is as follows:

• Atlanta United (1st): One of the top five in average MLS attendance entering Matchday 8
• Charlotte FC (2nd): One of the top five in average MLS attendance entering Matchday 8
• Nashville SC (5th): One of the top five in average MLS attendance entering Matchday 8
• FC Dallas (8th): The only Southern club in the initial lineup of 10 clubs that launched the league in 1996

A Shift in the Sports Landscape

Expansion Slows In Other Sports
The success of MLS in the South can be attributed to its ability to target markets that are underrepresented in other North American major sports leagues. This approach has allowed the league to establish a strong foothold in regions that were previously overlooked. For example:

1. Atlanta has been the largest metropolitan statistical area in the United States without representation in all four major sports leagues (MLB, NFL, NBA, NHL) since the NHL’s Atlanta Thrashers relocated to Winnipeg.
2. Orlando is the second-largest such area without representation in at least two of the big four.
3. Austin is the second-largest metropolitan area without representation in one of the major sports leagues.

Timing Was Everything

Helpful Timing
The concept of having a legitimate major league sports experience in the South was difficult to sell during the league’s early days. In fact, most clubs played before mostly empty stadiums as the second tenants at American football stadiums. However, the standard of the matchday experience in MLS rose considerably with the help of early wave expansion clubs like the Seattle Sounders and Toronto FC. The work of these clubs was critical in creating a vision of MLS that later-arriving Southern cities could buy into. If Southern MLS clubs had launched before these peers, they may have faced a far more challenging time being taken seriously by the sports media and fanbase in their local markets.

A More Favorable Policy Environment

Easier Routes to Stadium Construction
For MLS ownership groups that have opted to construct their own stadiums, the policy environment in the South has been more accommodating. Land acquisition was exponentially quicker in the South compared to some MLS 1.0 markets. For example:

MLS’ Southern Growth and European Competition

The influence of the South’s growth on the potential willingness to switch the MLS calendar to a fall-to-spring model is undeniable. A region known primarily for American football has become a stronghold for the world’s game. But what led to this transformation?

Defining the Factors

The following key factors contributed to MLS’ southward path:

1. Expansion into previously underserved markets
2. A more favorable policy environment for stadium construction
3. Improved matchday experience through early wave expansion clubs

The success of MLS in the South can be attributed to a combination of these factors, which have allowed the league to establish a strong presence in regions that were previously overlooked.

Conclusion

As MLS continues to celebrate its 30th season, the South remains a vital part of the league’s growth and success. The region’s unique combination of factors has enabled MLS to establish a strong foothold in the American South, where professional sports of all kinds have often struggled to gain traction. As the league looks to the future, it is likely that the South will continue to play an increasingly important role in shaping the league’s trajectory.