CNBC Sport

MLS commissioner Don Garber breaks down why the 2026 World Cup is “rocket fuel” for Major League Soccer—and what metrics (attendance, media coverage, social growth, and player movement) will prove it. He also explains MLS 3.0, the league’s post-World Cup calendar shift, and what he’d change about the Apple TV model as MLS plans its next media rights chapter. Alex also speaks with Mark Trübenbacher, CEO of Stadium Growth Lighting.  They are the company in charge of preserving the grass on every World Cup pitch. 

Key topics and takeaways

How MLS plans to measure the World Cup effect: attendance lift, media coverage, social followers, fan engagement, and talent inflow after 2026

“This game on us”: why 22 MLS teams plan free tickets for the first match after the World Cup to convert new fans

What MLS 3.0 means: post-World Cup strategy, new calendar format, roster rule updates, and increased marketing/content distribution

Calendar realignment: moving toward the international calendar to better match transfer windows and global competition

Building a global league: brand ambitions, club valuations, and why MLS wants more than one globally recognized team

Life after Messi in Miami: why Garber believes Inter Miami can sustain global momentum beyond a single superstar

Apple TV partnership lessons: why MLS took the risk, what worked, and why the paid-subscription “experiment” didn’t fully land (yet)

Next media deal strategy: Garber’s case for multiple partners and why “streaming reach” can be misunderstood vs. linear reach

CBA priorities (expiring after the 2027 season): player access, biometrics/data, and how AI is becoming embedded across the business

Integrity and betting: prediction markets, risk controls, FIFA monitoring, and Garber’s mention of a deal with Polymarket

Succession planning: what Garber says about his contract through 2027 and the league’s ongoing search process

World Cup logistics and ticket pricing: why he expects concerns to fade once the tournament begins, and how FIFA executes at scale

Timestamps

24:08 World Cup 2026 as “rocket fuel” + how MLS will measure the impact

25:57 Why World Cups tend to create a pro-league “bump” (and what matters more long-term)

27:22 “This game on us” free-ticket push after the World Cup

27:53 What MLS 3.0 is and what changes after 2026

31:00 Calendar shift + transfer-window alignment

32:01 Valuations, global brand building, and competing with top European clubs

34:44 Agree/Disagree: fan growth and league competition

37:30 Apple TV deal, innovation, and the limits of the paywall model

39:27 Why the next MLS media deal may need multiple partners

41:03 CBA issues: player access, biometrics, and AI

43:20 Betting integrity, monitoring systems, and Polymarket

44:47 Garber on succession and his 2027 timeline

49:30 World Cup concerns: politics, logistics, and ticket pricing

51:36 FIFA operations at scale and why the in-stadium experience wins

Links & resources

Major League Soccer: https://www.mlssoccer.com/

MLS Season Pass (Apple TV): https://tv.apple.com/

U.S. Soccer: https://www.ussoccer.com/

FIFA: https://www.fifa.com/

Polymarket: https://polymarket.com/

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RCX Sports has been building a youth sports platform around pro-league partnerships—now it’s scaling with new investment. In this conversation, host Alex Sherman sits down with Eli Manning and RCX Sports CEO/founder Izell Reese to break down the acquisition by Brand Velocity Group (BVG), how the business works, and the bigger question: can private equity and “keep it affordable” youth sports actually coexist? 

They explain RCX’s model as a services-and-licensed-gear engine supporting local organizations like Parks & Recs and YMCAs, while licensing pro league branding for uniforms and equipment—what Reese describes as “Little League baseball meets fanatics.” 

Eli frames the investment thesis in human terms: access, life lessons, and grassroots community reach—plus the built-in fandom flywheel when kids play under real NFL team logos at a young age. 

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Broadcasting from Paris during the French Open, Brad Gilbert joins Alex Sherman to unpack the business of tennis through three lenses: playing, coaching, and broadcasting—plus what’s really happening behind the scenes right now at Roland Garros.

Gilbert argues tennis is in a healthy place globally, but remains star-driven—especially in the U.S. market. From there, the conversation moves into the divergent dynamics of the men’s and women’s tours, why combined events matter, and whether tennis should eventually operate as a single unified tour.

 

A major theme is player power: Gilbert revisits the ATP’s modern structure, explains why independent-contractor status makes collective bargaining difficult, and lays out what unions could change—particularly for players ranked outside the top tier who are paying their own travel, coaching, and support-team expenses. The episode also connects those economics to youth development and the pressure on families to “go all in” early, with Gilbert emphasizing balance and education even for elite prospects.

Later, Sherman digs into the coaching marketplace—how coaches get hired, what contracts actually look like in tennis, and why relationships can end quickly in a results-driven environment. Gilbert also reflects on his broadcasting career, including the end of his long ESPN relationship and his current work with Tennis Channel and his podcast.

 

Key topics covered:

The state of tennis today and why it’s still a global, star-driven sport

Men’s vs. women’s tour dynamics and the value of combined events

One tour vs. two: the case for ATP/WTA alignment—and the complications

Why player unions matter, and how prize money debates tie to power and governance

The economic squeeze on players outside the top 100 (and why Slams matter most)

Youth tennis pathways: academy pressure vs. education and long-term development

The business of coaching: week-to-week realities, incentives, and “bigger better deal” moves

Broadcasting career shifts: ESPN contract ending, Tennis Channel, and new media projects

French Open outlook, including conditions, favorites, and how heat can change outcomes

Timestamps:

01:57 Men’s vs. women’s tour health and the impact of combined events

02:55 Should ATP and WTA merge—and what would it take?

03:48 Player protest context, prize money, and why unions change leverage

05:32 Who benefits most from higher payouts (and why rankings matter)

07:04 Youth tennis development, risk, and the case for balance + education

10:32 The business of coaching: how deals form and how coaches get paid

13:32 Why some coaching relationships last—and others end fast

14:29 Broadcasting business: ESPN departure and career transitions

17:15 Tennis Channel work, podcasting, and building audience in new ways

18:10 French Open predictions, heat-wave impacts, and betting-style “field” logic

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What you’ll hear in this episode

Why the Jazz chose an organizational reset—and how owners weigh “push forward” vs. “scale back” when assets, caps, and timelines collide

The incentives (and controversy) behind tanking, including Utah’s NBA fine and what the league may change next

How a top lottery pick can reshape an NBA franchise faster than almost any other sport

Why Ryan Smith prioritizes passion-fit in sports ownership (and why he stepped away from soccer)

The Utah Mammoth’s early momentum: building a new fanbase, culture, and “firsts” from the ground up

A behind-the-scenes look at a unique shared hub for pro basketball and hockey—including community access and integrated sports medicine

The future of regional sports networks: reach vs. revenue, direct-to-consumer streaming, free over-the-air broadcasts, and what comes next for NBA local rights

 

Timestamps

01:44 — Why the Jazz chose a full reset and stockpiled draft assets

03:33 — Tanking incentives, the NBA fine, and whether the league should intervene

07:29 — Draft lottery reform ideas (including “flat odds”) and unintended consequences

10:03 — No. 2 pick stakes and whether “Utah ties” matter in draft decisions

13:06 — The Jazz/Mammoth shared facility vision: practice, corporate hub, and community access

15:35 — What surprised Ryan about owning an NHL team and why Utah embraced hockey fast

18:30 — Expansion mindset in sports ownership and why it’s “addicting”

20:25 — Why Smith exited soccer ownership: timing, focus, and personal passion

22:24 — Jazz Plus, local broadcast reach, and how regional sports media may evolve

28:16 — The biggest surprise of sports ownership: fandom, live events, and city impact

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Ronda Rousey joins Alex Sherman to unpack the economics of MMA, why UFC fighter pay remains a structural issue, and how the streaming era could reshape the business of fighting. Starting from the realities faced by lower-tier athletes—minimum per-fight guarantees, coach percentages, and taxes—Rousey explains how quickly “big league” fighting can still add up to poverty-level income. She argues the core problem is leverage: without credible alternatives to the UFC, fighters are stuck with take-it-or-leave-it contracts.

Rousey outlines why she believes streaming is the inflection point. In her view, streamers can pay upfront for premium fight content in a way that reduces reliance on traditional pay-per-view mechanics—and makes it feasible to build meaningful competition. She describes her push to work with MVP and why she sees Netflix as the only platform big enough to truly challenge the UFC at scale.

The conversation also covers Rousey’s upcoming return to fighting against Gina Carano—how the matchup idea originated, why early UFC talks didn’t ultimately land, and how the modern distribution shift changed the opportunity set. Rousey contrasts the classic pay-per-view structure (earning a share per view) with the newer streaming-first deal model, noting she can’t disclose exact numbers yet but expects details to be publicized after the fight.

Beyond the money, Rousey makes the case that fight promotions win when they sell stories, not just belts or brands—pointing to how major streaming events can draw massive attention when audiences care about the fighters involved. She also reflects on the overlap between combat sports and entertainment, her path through WWE and acting, and the mindset she brings to competition—whether she likes an opponent or not.

 

Key topics covered

Minimum UFC pay math and why three fights a year can still be “poverty level”

Why competition (not just incremental raises) is the leverage fighters need

How the streaming model changes MMA economics and upfront rights payments

Why Rousey believes fewer, bigger “can’t-miss” cards could outperform oversaturation

Pay-per-view incentives vs. streaming deal structures for top fighters

Storytelling, star power, and why audiences tune in to fighters—not just titles

WWE culture vs. MMA culture, and the entertainment skill set behind pro fighting

 

Timestamps

01:31 Why minimum per-fight pay can translate into “poverty level” annually

01:48 Rousey’s fix: competition and a real alternative to the UFC

03:25 Oversaturation vs. “can’t-miss” marquee fights (fewer events, stacked cards)

04:36 How the Gina Carano comeback idea came together

06:13 How pay-per-view fighter compensation works (per-view share)

06:43 Streaming-era pay models and why specific numbers can’t be shared yet

08:43 Relationship with Dana White vs. the UFC as a company

11:49 Why fighting and acting careers overlap (MMA as entertainment)

13:13 WWE vs. UFC: collaborative show-building vs. adversarial competition

14:06 Is this a one-time return—or a second chapter?

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