Rick Burton

With the 30th anniversary of Major League Soccer (MLS) fast approaching, it’s obvious MLS has come a long way from its modest beginning in 1996. Once considered an underdog in the American sports landscape, the league has grown into a global player. MLS now draws international stars, record-breaking crowds and major media deals.

It’s also become home to a number of former Syracuse student athletes, with Kamal Miller, Deandre Kerr, Alex Bono and Miles Robinson all suiting up for MLS teams. But behind the headlines and highlight reels is a deeper story.

“There’s a long history of failed soccer leagues in North America,” says Falk College of Sport and Human Dynamics Professor Rick Burton, who has spent years studying the evolution of MLS. “Many investors, owners and even players lost a lot of money before MLS finally found its footing. That context is important—it shows just how remarkable the league’s success really is.”

This success has taken 30 years to grow. The league started in 1996, with professional soccer returning to the states for the first since 1984, when the North American Soccer League ceased operations.

“What amazed us was just how much MLS had evolved,” Burton says. “When the Apple deal was announced and Inter Miami signed Lionel Messi, the numbers—attendance, rising team values, internationality of players—really stood out.”

Burton, along with Norm O’Reilly, a professor at the University of New England, have studied the rise of soccer’s popularity in the United States, specifically MLS, one of the most diverse leagues on the planet, O’Reilly says. “It’s been that way for years, and that diversity is a huge part of its appeal both domestically and internationally,” he says.

That success is the focus of a new book, “The Rise of Major League Soccer,” co-authored by Burton and O’Reilly and released this week. It offers a comprehensive and research-driven look at how MLS has grown into one of the world’s most dynamic sports leagues, drawing on a wide range of sources, including exclusive demographic data provided by MLS itself.

Both Burton and O’Reilly have also explored how the league has strategically positioned itself for long-term success. Soccer-specific stadiums, a global media partnership with Apple and the arrival of global icons like David Beckham and Lionel Messi have all played a role in reshaping how MLS is perceived.

With the U.S. set to host the FIFA Club World Cup in 2025 and the FIFA World Cup in 2026, the timing for MLS couldn’t be better. “MLS is no longer just a league with potential,” says Burton. “It’s a case study in how vision, strategy and persistence can build something truly global.”

“There are key takeaways, learnings and best practices that sport business professionals can apply in their own work,” says Burton. “We wanted this to be both a compelling story and a useful resource.”

...DENSE FOG ADVISORY NOW IN EFFECT UNTIL 9 AM MDT WEDNESDAY...

* WHAT...Visibility under one quarter mile at times in dense fog.

* WHERE...Central Laramie County, primarily impacting portions of
I-80 from Whitaker to Bear Creek.

* WHEN...Until 9 AM MDT Wednesday.

* IMPACTS...Low visibility could make driving conditions hazardous.

PRECAUTIONARY/PREPAREDNESS ACTIONS...

If driving, slow down, use your headlights, and leave plenty of
distance ahead of you.

&&

Sporting Arkansas has announced Kevin Tello as the club’s new MLS NEXT Director, overseeing the Ozark United Boys Academy, according to a club news release.

In this new leadership role, Tello will be responsible for all aspects of Sporting Arkansas’ partnership with Ozark United FC on MLS NEXT programming, including talent development, coaching structure, player pathways and academy culture, according to the release.

Tello played in high school at Siloam Springs and went on to play collegiately.

Tello joins the club from the University of Memphis, where he helped guide the men’s team to two NCAA Tournament appearances, won the American Athletic Conference championship and coached multiple players to All-Conference and All-Region honors, including two future MLS draft picks, according to the release.

His previous experience includes head coaching roles at National Park College and operational and analytical duties at the University of Arkansas where the Razorbacks reached a national ranking as high as No. 3. Prior to coaching, Tello earned his undergraduate degree in kinesiology from Ouachita Baptist University and a master’s degree in teaching from the University of Central Arkansas. Following his college soccer career, he played on the first team of Little Rock Rangers in USL2, according to the release.

“Bringing Kevin back to NWA to lead our MLS Next program is a huge win for our players, our coaches, and our entire community,” said Scott Marksberry, Technical Director of Sporting Arkansas. “His experience in top-end player development, his connections to college coaches and programs and his deep understanding of what it takes for players to jump to the next level would have been enough for him to be a huge asset to the club. But adding Coach Kevin’s specific passion for NWA and for the impact that this MLS Next program can have on local players and families makes his addition a win for every high-aspiration player in our community. I am thrilled about the leadership he is going to bring to this program.”

Marksberry is a former men’s soccer coach at John Brown University.

Tello has developed players who have gone on to sign professional contracts, represent their national teams and excel in the college game — all while maintaining an emphasis on academic excellence and character development, according to the release.

In 2022, Tello was named to the United Soccer Coaches 30 Under 30 Program, a prestigious year-long initiative that provides young coaching talent with advanced education, high-level mentorship and national exposure. The program recognizes the most promising up-and-coming coaches in the country under the age of 30. He is a rising star in American soccer coaching with the experience, energy and leadership skills to build a top-tier development environment and help players unlock their full potential, according to the release.

“I am honored to be selected to lead the new MLS Next program in partnership with Ozark United and grow the game in our state,” Tello said. “Growing up in the area, I know what a special place Northwest Arkansas is and I’m excited to help impact the next generation of Arkansas soccer players. I’m grateful to Coach Scott and the Sporting Arkansas board for trusting me with this program.”

GEORGETOWN, Del. – Sussex Academy girl’s soccer took down Delmar 1-0 on Tuesday in Georgetown.

The teams played to a 0-0 draw in the first half, thanks in part to the efforts of Wildcats goalkeeper Lily Baker, who stood tall against consistent pressure from the Seahawks’ offense.

The match remained scoreless until Sussex Academy final broke through with just over 20 minutes to play. Maya Hastings sent a ball into a box that found the foot of Natalie Roblero Chavez in a dangerous position. Roblero Chavez sent it to a cutting Addyson Bleile in the heart of the box who finished past the outstretched arms of Baker.

The freshman Bleile’s goal proved to be the difference in the game, giving Sussex Academy a 1-0 victory over Henlopen South foe Delmar.

After the game, Seahawks Head Coach Chase Humphrey talked about how his group was finally able to break through, saying, “Just keeping our discipline. At the beginning of the first half we were forcing things too much, gave them goal kicks, played into space for no reason. I think once we settled down in the second half and found feet and broke them down, Addy [Bleile] had a great finish and that was all we needed.”

Sussex Academy moves to 10-3 with the victory, with Delmar falling to 10-2-1.