On Wednesday, Major League Soccer will announce the 2020 MLS All-Star Game will take place at Banc of California Stadium against Liga MX All-Stars on July 29th. For MLS, this matchup represents a refreshing of the All-Star Game which has seen a diminishing importance and spotlight in recent years thanks to the maturation of the league and its fanbase.
A Budding Relationship
The 2020 All-Star Game is one of several new initiatives that continue to grow the relationship between MLS and Liga MX as both leagues seek more respect and attention globally. The All-Star Game matchup joins the Leagues Cup, Concacaf Champions League, and Campeones Cup as entities that pit together teams from the two leagues. Additionally, the All-Star Game match serves as a conduit for fans of both leagues to find value in a new product. This is especially true for MLS as the league continues to show off its brand to domestic Liga MX fans – arguably the most important fanbase in the U.S. Why? They represent the largest TV viewing audience week in and week out.
LIGA MX, America’s Soccer League
If you’ve been keeping tabs on our monthly Soccer on U.S. TV recaps it’s no surprise Liga MX is the most popular domestic soccer league in North America. In October alone the league posted four of the top ten most-watched matches in the United States. The Mexican National Team featured in two additional spots giving Mexico-related soccer products 60 percent of the ten most-watched games of the month. Undoubtedly there was previous value in facing some of Europe’s greatest clubs with the world’s greatest players. Nevertheless, repositioning the All-Star Game allows MLS the ability to better connect with the invaluable Hispanic market and Liga MX gains exposure among general market fans. There’s no better place for the first MLS and Liga MX All-Star Game than Los Angeles.