Don Garber and a cadre of Major League Soccer executives were gathered at MLS headquarters in New York on June 16, 2023, when the phone call came through confirming Argentine soccer star Lionel Messi‘s imminent arrival at Inter Miami CF. Despite having known Messi was seriously considering MLS, the thrill of the moment still caught Garber off guard.
Twenty-five years ago, when he became commissioner, he never imagined the league would attract such a huge star.
“And I don’t think anybody would have expected that MLS would be where it is today with teams that are valued on average at $680 million and an aggregate value of more than $20 billion,” Garber told a group of sports editors at his office last May. “Of the 50 most valuable clubs in global soccer, 20 are from MLS. No one would have predicted that even five years ago.”
Nicknamed “The Don,” Garber was appointed commissioner in 1999 despite lacking a soccer background. Since he took the helm, the league has more than doubled in size and will have 30 teams once San Diego FC joins MLS in 2026, with each club now valued at an estimated $678 million on average, according to Sportico‘s latest MLS valuations. The league also boasts several international soccer stars, including Messi, Hugo Lloris and Luis Suárez.
Who is Don Garber?
Garber, a native of Queens, was raised in a second-generation Jewish family. After high school, he continued his education at the State University of New York in Oneonta, N.Y. Upon graduating with degrees in journalism and business in 1980, Garber returned to New York City and began working for the National Wheelchair Athletic Association as the head of public relations. Through this job, he eventually landed a job with the public relations firm Ruder Finn.
He then joined the renowned public relations firm Burson-Marsteller, known for representing M&M Mars. Mars was a sponsor of the 1984 Summer Olympics in Los Angeles and was also exploring an NFL sponsorship. The candy giant did not get the NFL sponsorship, but Garber’s pitch impressed the league and paved the way for his transition to working with the NFL.
As the NFL’s marketing director, Garber launched a new division within the department known as NFL Business Development/Special Events. He introduced fan-centric events such as the NFL Experience, NFL Quarterback Challenge and NFL Skills Challenge. By the end of 1996, then-NFL commissioner Paul Tagliabue assigned Garber the task of establishing an international division to expand the NFL’s presence beyond the United States. Under Garber’s leadership, this department rapidly evolved into a global operation, employing over 130 people across six countries.
Did Don Garber play soccer growing up?
As a young boy Garber played soccer casually rather than competitively. He played basketball, baseball and football, and he remains a fan of the Mets.
When did Don Garber become MLS commissioner?
After spending 16 years in the NFL, Garber took on the role of MLS commissioner in the summer of 1999. Established in 1993, the league was grappling with significant challenges at that time. Despite initial success with fan attendance during its first few years, by the time Garber came to MLS, the league was losing money. Attendance figures remained inconsistent, averaging about 14,000 fans per match as MLS competed for attention in a crowded sports landscape dominated by established leagues like the NFL and Major League Baseball. With most matches in NFL stadiums and an overall lack of branding, the league faced further complications securing sponsorships and generating revenue. A lack of infrastructure, especially training grounds, made it hard for the league to retain top talent, and limited media coverage furthered hindered the league’s visibility.
What has Don Garber achieved as MLS commissioner?
When Garber was named MLS commissioner, he was not a soccer aficionado but had a strong grasp of marketing. Within two years of taking charge, he introduced a transformative business plan that steered MLS towards growth. He successfully persuaded owners to reduce the league by two teams and contribute $40 million to secure broadcast rights for the FIFA Men’s World Cups in 2002 and 2006, along with the 2003 Women’s World Cup. These rights were pivotal in establishing Soccer United Marketing (SUM), an agency dedicated to managing international soccer game rights and broadcasts in the U.S.
“We needed to grow the commercial value, and we built SUM that led the commercialization of the sport,” Garber told reporters during Associated Press Sports Editors Commissioners Roundtable in May. “Our country has become the most valued soccer commercial market in the world.”
Over the past 25 years, Garber has overseen the expansion of MLS from 10 to 30 clubs. Today, 20 of the world’s 50 most valuable soccer clubs are in MLS, and several teams are valued at over $1 billion, according to Sportico’s Most Valuable Soccer Clubs 2024 ranking, a stark contrast to the average valuation of $37 million in 2008. His Designated Player Rule, which allows MLS teams to sign up to three players whose salary exceeds the maximum cap, helped attract global stars like David Beckham (the rule is often referred to as the “Beckham rule”), Thierry Henry, David Villa, Andrea Pirlo, Kaká and Messi.
One of Garber’s most important achievements was the league’s record-breaking deal with Apple in 2022. The tech company and MLS announced a 10-year tie-up worth $2.5 billion that sees every match streamed on the tech giant’s platform.
“I never dreamed we would have 30 clubs, 12 million fans attending our games, 26 soccer-specific stadiums, world-class training facilities, a player pathway that is developing elite talent and the best player in the world in Major League Soccer,” Garber told reporters last May.
How much does Don Garber make?
The commissioner’s salary is not publicly reported.
(This story has been updated in the first paragraph to correct that Garber did not know for certain that Messi was coming to MLS. This story has also been corrected in the sixth-to-last graph to accurate reflect the amount of money contributed to secure broadcast rights for the men's World Cups.)
