ABSTRACT
In this chapter, we first look at the history of football in North America,
followed by the marketing actions Major League Soccer teams initiate in
order to attract and keep fans, build their brand and lay down the foundations
for their long term survival. Even though professional football in the US and
Canada has not been able to reach the status of the major professional lea-
gues (American football [NFL], baseball [MLB], basketball [NBA], ice hockey
[NHL]), the organisational structure of the MLS provides a strong foundation
to secure the survival and development of the League in the coming years.
