In the last decade, MLS has become the destination for European players nearing retirement. David Beckham’s move in the late 2000s became a spectacle, and it was a celebrity move more than a football move.
Before Beckham, the MLS was seen as a lower league, and Americans didn’t understand the sport, and playing in the MLS was a waste of time. The money was not good, and the recognition was very low, but in the last decade, the MLS has changed, attracting some of the biggest stars in world football.
Rooney and Beckham did change the way that players saw the MLS, as European players who were near retirement saw this as an opportunity to play football at a medium pace and, at the same time, enhance their brand image. Beckham enhanced his brand image, and so did Rooney.
The US became the bedrock for these footballers to enhance their stardom, as the US market is considered a bigger market for footballers to increase their brand personality and equity.
Since Beckham, footballers such as Thierry Henry and Zlatan Ibrahimovic have played in the MLS, where they have increased their brand equity; now they have become pundits for various US TV networks for football matches.
MLS has now attracted more European players, as the likes of Messi, Son, Suarez, Busquets, and Casemiro are now playing in this league. In addition, more people around the world are watching the MLS on Apple TV.
More players are joining MLS teams rather than the Saudi Pro League, as the MLS has greater appeal. First, the celebrity status that players get is higher in the US than in Saudi Arabia. Secondly, footballers’ children get to learn English and go to some of the top universities in the world, where they are guaranteed top jobs in the future; thirdly, their children gain popularity in the US rather than Saudi Arabia, resulting in huge brand and sponsorship deals.
Overall, the US market guarantees a celebrity status for these players, and they are likely to get better brand deals.