Don Garber
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Donald P. Garber (born October 9, 1957) is an American sports executive who has been the commissioner of
Major League Soccer Major League Soccer (MLS) is a professional Association football, soccer league in North America and the highest level of the United States soccer league system. It comprises 30 teams, with 27 in the United States and 3 in Canada, and is sanc ...
(MLS) since 1999. Garber is also the CEO of Soccer United Marketing and a member of the
United States Soccer Federation The United States Soccer Federation (USSF), commonly referred to as U.S. Soccer, is a 501(c)(3) nonprofit organization and the official governing body of soccer in the United States. It is a full member of FIFA and governs American soccer ...
board of directors. Garber has spent his entire career in the sports industry, working in a variety of capacities in marketing, events, television, and league administration prior to becoming MLS commissioner. Before joining MLS, Garber was with the
National Football League The National Football League (NFL) is a Professional gridiron football, professional American football league in the United States. Composed of 32 teams, it is divided equally between the American Football Conference (AFC) and the National ...
(NFL) for 16 years. Under his leadership, MLS has experienced sustained growth in size and popularity in the United States and Canada. During his tenure, MLS has expanded from 10 to 30 teams and set records for attendance and broadcast revenue. In addition, the league has seen significant increases in every metric – including team valuations, attendance, sponsorship, and digital and social media engagement. MLS ranks seventh among global soccer leagues in average game attendance.


Early life

Garber grew up in a second generation Jewish family. His mother's parents were communists from Russia; his father's were
Orthodox Jews Orthodox Judaism is a collective term for the traditionalist branches of contemporary Judaism. Theologically, it is chiefly defined by regarding the Torah, both Written and Oral, as literally revealed by God on Mount Sinai and faithfully tr ...
from Poland. Garber's mother worked as a nursery school teacher and Garber's father as an accountant. He grew up in
Queens Queens is the largest by area of the Boroughs of New York City, five boroughs of New York City, coextensive with Queens County, in the U.S. state of New York (state), New York. Located near the western end of Long Island, it is bordered by the ...
, New York, during the 1960s and 1970s.


Awards

Garber has been selected by SportsBusiness Journal as one of the sports industry's most powerful executives every year since 2005. In 2022, he was 16th on the list. In 2016, SportsBusiness Journal presented MLS with its award for League of the Year. In May 2019, Garber was named the Sports Business Journal Executive of the Year. In 2021, SBJ named the MLS is Back Tournament – when the league became the second major U.S. team sports league to return to play during the pandemic, after the
National Women's Soccer League The National Women's Soccer League (NWSL) is a women's professional Association football, soccer league and the highest level of the United States soccer league system#Women's leagues, United States soccer league system (alongside the USL Supe ...
(NWSL) – the Sports Event of the Year. Garber has received numerous other industry honors, and in 2011 was named by the ''
Los Angeles Times The ''Los Angeles Times'' is an American Newspaper#Daily, daily newspaper that began publishing in Los Angeles, California, in 1881. Based in the Greater Los Angeles city of El Segundo, California, El Segundo since 2018, it is the List of new ...
'' as one of the top sports commissioners. He has received an Honorary Doctorate of Humane Letters from both Montclair State University and the State University of New York. Garber was also inducted into the Athletic Hall of Fame at his alma mater, SUNY Oneonta. Garber was elected into the
National Soccer Hall of Fame The National Soccer Hall of Fame is a public-private partnership among FC Dallas, the City of Frisco, Frisco Independent School District, and the U.S. Soccer Federation, and currently located in Toyota Stadium (Texas), Toyota Stadium in Frisco, T ...
in 2016, but deferred his enshrinement until 2018. In 2023, Garber received the Werner Fricker Award – U.S. Soccer's highest honor for an individual.


National Football League

Garber spent 16 years with the National Football League, finishing his tenure as the senior vice president/managing director of NFL International, where he oversaw all aspects of the NFL's business outside the United States, including the NFL Europe League. Garber began his career at NFL Properties in 1984 as a marketing manager and became the League's director of marketing in 1988. In 1992, he was appointed the NFL's senior vice president of business development and was responsible for a variety of television, special event and marketing activities.


MLS commissioner

Garber was appointed as Major League Soccer commissioner on August 4, 1999, succeeding Doug Logan. One of his first moves as commissioner was to bring the league more in line with the international standard, eliminating the shootout and having the referee keep the time on the field.additional text
/ref> In 2004, MLS also eliminated overtime and the three-plus-one substitution rule. This enabled teams to substitute three field players as well as an additional goalkeeper. "This decision reflects our focus on continuing our alignment with the world's game," said Garber at the time.


MLS growth

Garber has emphasized gradual, sustained growth of the league over decades rather than attempting grandiose moves to win headlines. Before Garber came into the Commissioner's office, the league had only one team in its own stadium,
Columbus Crew The Columbus Crew are an American professional soccer club based in Columbus, Ohio. The club competes in Major League Soccer (MLS) as a member of the Eastern Conference (MLS), Eastern Conference. The team began play in 1996 as one of the 10 cha ...
, whose
Columbus Crew Stadium Historic Crew Stadium, previously known as Columbus Crew Stadium and Mapfre Stadium, is a soccer-specific stadium in Columbus, Ohio, United States. It primarily served as the home stadium of the Columbus Crew of Major League Soccer from 1999 u ...
was built by
Lamar Hunt Lamar Hunt Sr. (August 2, 1932 – December 13, 2006) was an American businessman most notable for his promotion of football, soccer, and tennis in the United States. With his brothers, he also attempted to corner the silver market. He was t ...
in 1999. On December 7, 2001, Garber met with club owners at the Colorado ranch of
Philip Anschutz Philip Frederick Anschutz ( ; born December 28, 1939) is an American billionaire businessman who owns or controls companies in a variety of industries, including energy, railroads, real estate, sports, newspapers, travel, movies, theaters, arena ...
in order to establish a plan to ensure the league's survival. Among the concepts agreed upon was building soccer-specific stadiums; establishing what would be known as Soccer United Marketing – an agency designed to manage soccer content in the U.S.; and pursuing (and ultimately winning) broadcast rights to the 2002 and 2006 FIFA World Cups. The entire summit led by Garber at the Anschutz ranch is regarded as a critical moment in the eventual rise of MLS.


Soccer-specific stadiums

Following the Columbus Crew's lead, and after the summit at Anschutz's ranch, MLS clubs soon began building soccer-specific stadiums. The new venues enhanced the game-day experience for fans and granted teams full operating control of the stadiums and greater shares of stadium revenue. In 2003, the "cathedral of American Soccer," the Home Depot Center (now known as
Dignity Health Sports Park Dignity Health Sports Park is a multi-use sports complex located on the campus of California State University, Dominguez Hills, in Carson, California. The complex consists of the 27,000-seat Dignity Health Sports Park soccer stadium, the Dignit ...
), was built to house the
Los Angeles Galaxy The Los Angeles Galaxy are an American professional Association football, soccer club based in the Greater Los Angeles area. The club competes in Major League Soccer (MLS) as a member of the Western Conference (MLS), Western Conference. The Gal ...
, and both senior national teams. Four more soccer-specific stadiums were built by the start of the 2007 MLS season. In 2023, MLS has 26 stadiums built or transformed for soccer.


Soccer United Marketing

Soccer United Marketing (SUM), one of the game-changing ideas to come out of Garber's meeting with club owners at the Anschutz ranch, was established in 2002 and manages all sponsorship, licensing and advertising sales for MLS and other premier soccer properties in North America, including US Soccer and the Mexico National Team. SUM's first deal was the purchase of the English-language rights to the 2002 and 2006 World Cups for $40 million and to have the games broadcast on ESPN, splitting advertising revenue with the network. A decade later, Fox Network paid more than ten times that amount for the same rights. SUM continues to increase its partnerships. In 2016, the Confederation of North, Central America and Caribbean Association Football (CONCACAF) selected SUM to market and service its worldwide sponsorship rights. Today, SUM is valued at more than $2 billion.


Expansion

Through a detailed and comprehensive expansion process, Major League Soccer grew under Garber's leadership from 10 clubs in 2004 to 30 clubs in 2023. The cost of expansion clubs has risen steeply during this period. Toronto FC paid an expansion price of $10 million in 2006. In 2019, owner David Tepper paid $325 million to bring an MLS club to Charlotte. On May 18, 2023, Garber announced that the 30th MLS club would be in San Diego.


Club valuation

As the league expanded and established a footprint across North America with successful clubs in Seattle, Portland, Toronto, New York, and Atlanta, among many others, team valuations have soared. When Forbes first released valuations of MLS clubs in 2008, the average team value was $48 million. In 2018, Forbes reported that the average value of a MLS club was $240 million – a 500 percent increase in 10 years. In 2023, Sportico reported that the average MLS team is worth $540 million.


Designated Player rule

At the conclusion of the 2006 season, MLS created the Designated Player Rule. The rule enables clubs to sign up to three players whose total costs exceed the maximum salary budget charge. Garber stated that fan research was one of the driving forces behind the decision to institute the Designated Player Rule. Garber and the league's owners also acknowledged that MLS needed additional "marquee" players to boost interest and the long-term strength of the league in a quicker fashion. The rule made it possible for clubs to sign an international icon like David Beckham with the LA Galaxy in 2006, or current superstars like Lionel Messi, who signed for Inter Miami CF in 2023, to larger contracts. The strategy for signing Designated Players has evolved in recent years. Whereas clubs were more likely to use the rule to sign older, brand-name stars from Europe toward the perceived latter stages of their careers, teams began to utilize it to acquire younger, rising stars. For example, Seattle won MLS Cup in 2016 in part behind the strong play of 26-year-old midfielder Nicolás Lodeiro, who was signed as a Designated Player. When Atlanta United FC won MLS Cup in 2018, its Designated Players were 19-year-old Ezequiel Barco, 23-year-olds Miguel Almirón and Josef Martínez, and 22-year-old Hector Villalba. The average age of Designated Players in MLS in 2023 is 27.


Youth academies

The implementation of high-level player development initiatives has been a hallmark of Garber's stewardship of the league. In 2006, the league mandated the creation of youth development systems and declared that any player developed by a team could be signed by that team without the player having to go through the
MLS SuperDraft The MLS SuperDraft is an annual Draft (sports), college draft for teams of Major League Soccer in the United States and Canada in which MLS clubs take turns selecting from a pool of eligible amateur players. These drafted players usually come f ...
. In 2010, MLS required each of its teams to establish youth amateur programs separate from the pro club. Players registered for at least 1 year in an MLS youth program became eligible to sign a pro contract with that team without entering the SuperDraft. With a true foundation in place after a decade, homegrown players like FC Dallas’ Jesús Ferreira, Inter Miami CF's Benjamin Cremaschi, the Columbus Crew's Aidan Morris and Seattle's Jordan Morris have emerged. Smaller-market clubs like Sporting KC have been able to develop their own stars from local communities. For the second consecutive year, MLS academies swept the 2023 Generation adidas Cup, as the Philadelphia Union emerged victorious in the U-17 age group, while Austin FC captured the U-15 age group title.


Canada

MLS expanded into Canada midway through Garber's tenure. There are currently three Canadian teams playing in MLS.
Toronto FC Toronto Football Club is a Canadian professional Association football, soccer club based in Toronto. The club competes in Major League Soccer (MLS) as a member of the Eastern Conference (MLS), Eastern Conference. The team plays its home matc ...
joined the league in 2007,
Vancouver Whitecaps FC Vancouver Whitecaps Football Club is a Canadian professional Association football, soccer club based in Vancouver. The Whitecaps compete in Major League Soccer (MLS) as a member of the Western Conference (MLS), Western Conference. The MLS ite ...
in 2011, and the CF Montreal in 2012. All of them established successful MLS clubs. The league has signed multiple, long-term broadcast agreements with Canada's sports networks. In January 2017, MLS extended its deal with TSN for five years and signed a new five-year contract with the French language network TVA Sports. This was in the wake of a banner year for Canadian teams in MLS in 2016, as
Toronto FC Toronto Football Club is a Canadian professional Association football, soccer club based in Toronto. The club competes in Major League Soccer (MLS) as a member of the Eastern Conference (MLS), Eastern Conference. The team plays its home matc ...
defeated the CF Montreal in the Eastern Conference Final. In 2018, DAZN Canada, a leading live-streaming sports service, and MLS announced a three-year agreement. In 2017, the league enacted a major change in policy. A limited number of Canadians would now be counted as domestic players. Previously, Canadian players only counted as domestic in MLS if they played for one of the three Canadian-based franchises. The change was part of a collaboration with the
Canadian Soccer Association The Canadian Soccer Association (; branded as Canada Soccer) is the governing body for soccer in Canada. Headquartered in Ottawa, Ontario, the federation is a full member of FIFA and governs Canadian soccer at the international, professional, a ...
(CSA) and executives from the three Canadian teams to improve youth development for Canada. Another aspect of the collaboration was a Canadian-specific Generation Adidas program to improve development of young players. The league and CSA work together to identify Canadian players who could be signed to contracts and made available in the MLS SuperDraft.


Media rights deals

As MLS has grown in scope and popularity, the league's media rights deals have seen major increases. In 2014, the English-language rights to MLS and U.S. Soccer matches were sold to ESPN and FOX for $75 million per year for eight years. Univision won the Spanish-language rights for $15 million a year. The combined average rights fee of $90 million per year for eight years for ESPN, FOX and Univision represented a 500 percent increase from MLS’ previous broadcast deals, which averaged $18 million per year. MLS also signed new international TV agreements in 2015, including deals with Sky Sports, Eurosport and Globosat. In 2017, MLS sold rights to league games to networks in India, Australia and New Zealand. In total, MLS matches can be seen in more than 170 countries. MLS has also been at the forefront of innovation in media among global sports leagues. In 2017, Facebook signed a deal with MLS and Univision to stream at least 22 matches during the regular season and exclusively stream 40 “Matchday Live” shows with highlights and analysis. The games are streamed on the Facebook page of Univision Deportes and the shows are available on MLS’ Facebook page. In 2019 there are six MLS clubs with exclusive streaming partnerships outside of deals with
regional sports network A regional sports network (RSN) in the United States and Canada is a television channel that presents sports programming to a local media market or geographical region. Such channels often focus on one or a few teams who currently play in Major L ...
s. In 2023, MLS began the first of a ten-year partnership with Apple, reported to be worth $2.5 billion. The partnership includes MLS Season Pass, a subscription service for fans in over 100 countries that will feature every MLS game with no blackouts. SportsBusiness Journal called the partnership a “game changer for the sports media landscape.”


Sponsors

Furthering the league's financial well-being is the landmark decision to be the first professional sports league in North America to allow sponsor's names on the front of jerseys.
Real Salt Lake Real Salt Lake (RSL) is an American professional Association football, soccer club based in the Salt Lake City metropolitan area. The club competes in Major League Soccer (MLS) as a member of the Western Conference (MLS), Western Conference. Fou ...
signed the first agreement with XanGo in 2006 for an estimated $4–5 million over 4 years. Teams now generate multimillion-dollar sponsorships for their jersey-front sponsorships. Most jersey-front sponsorships run between $2 million – $5 million per year. MLS has announced that starting in 2020, the league will remove its logo from the right sleeve of jerseys, allowing teams to sell a 2.5-by-2.5-inch square ad to corporate partners. The new sponsorship opportunity will bring each team more than $1 million a year. In addition, major brands such as adidas, The Home Depot,
Coca-Cola Coca-Cola, or Coke, is a cola soft drink manufactured by the Coca-Cola Company. In 2013, Coke products were sold in over 200 countries and territories worldwide, with consumers drinking more than 1.8 billion company beverage servings ...
, Heineken,
Audi Audi AG () is a German automotive manufacturer of luxury vehicles headquartered in Ingolstadt, Bavaria, Germany. A subsidiary of the Volkswagen Group, Audi produces vehicles in nine production facilities worldwide. The origins of the compa ...
,
Johnson & Johnson Johnson & Johnson (J&J) is an American multinational pharmaceutical, biotechnology, and medical technologies corporation headquartered in New Brunswick, New Jersey, and publicly traded on the New York Stock Exchange. Its common stock is a c ...
, Continental Tire, Allstate, BODYARMOR, RBC Wealth Management, IHG Resorts and Hotels, and
Kellogg's Kellanova, formerly known as the Kellogg Company and commonly known as Kellogg's, is an American Multinational corporation, multinational food manufacturing company headquartered in Chicago, Illinois, US. Kellanova produces and markets con ...
have signed league-wide sponsorships and partnership renewals in recent years. MLS entered the 2023 season with 33 major national sponsors.


Ownership

During Garber's tenure, ownership has been dramatically diversified. In 2001, there were just three investor-operators in the league:
Philip Anschutz Philip Frederick Anschutz ( ; born December 28, 1939) is an American billionaire businessman who owns or controls companies in a variety of industries, including energy, railroads, real estate, sports, newspapers, travel, movies, theaters, arena ...
's
Anschutz Entertainment Group Anschutz Entertainment Group, Inc. (AEG), also known as AEG Worldwide, is an American global sporting and music entertainment presenter and a subsidiary of the Anschutz Corporation. It is the world's largest owner of sports teams and sports ...
(AEG) controlled six teams,
Lamar Hunt Lamar Hunt Sr. (August 2, 1932 – December 13, 2006) was an American businessman most notable for his promotion of football, soccer, and tennis in the United States. With his brothers, he also attempted to corner the silver market. He was t ...
's Hunt Sports three teams, and
Robert Kraft Robert Kenneth Kraft (born June 5, 1941) is an American billionaire businessman. He is the chairman and chief executive officer (CEO) of the Kraft Group, a diversified holding company with assets in paper and packaging, sports and entertainmen ...
one team. When AEG sold its remaining interests in
Houston Dynamo Houston Dynamo Football Club is an American professional soccer club based in Houston. The club competes in Major League Soccer (MLS) as a member of the Western Conference. Established on December 15, 2005, the club was founded after their fo ...
in 2015, the then 20-team MLS became for the first time a league without multiple-team operators. Among the owners of
Los Angeles FC Los Angeles Football Club (LAFC) is an American professional association football, soccer club based in Los Angeles. The club competes in Major League Soccer (MLS) as a member of the Western Conference (MLS), Western Conference. It was establi ...
, which began play in 2018, are majority owners Larry Berg, Brandon Beck and Bennett Rosenthal, Magic Johnson, movie studio CEO Peter Gruber, U.S. Soccer icon Mia Hamm Garciaparra, and actor Will Ferrell. Inter Miami CF is owned by a diverse group of global entrepreneurs, including Jorge Mas and David Beckham. Garber detailed his view of the league's quality of ownership in a 2013 interview with Sports Illustrated: “It is about expanding our geographic footprint, trying to have more and more people on a national level engaging in soccer generally and Major League Soccer specifically. It’s about diversity of thought around our board table and having more committed investors. It’s about more jobs for players and administrators and all those other things that make Major League Soccer more valuable.”


Influence in sports business

Don Garber has been ranked by Sports Business Daily as one of the 50 most influential people in the U.S. sports business every year since 2005.


MLS WORKS

In 2007, Garber formed MLS WORKS, the league's community outreach initiative, dedicated to addressing important social issues affecting young people throughout the United States and Canada. Under Garber, MLS has also made strides in the areas of diversity, equity and inclusion. In 2022, the league announced that it had taken out a $25 million loan from a syndicate of eight Black banks, which will provide the financial institutions increase lending power with the goal of helping reduce the racial
wealth gap The distribution of wealth is a comparison of the wealth of various members or groups in a society. It shows one aspect of economic inequality or heterogeneity in economics, economic heterogeneity. The distribution of wealth differs from the i ...
. Said Garber, “In order to make a genuine impact, economic justice must be part of the equation. It is our hope this will raise awareness of the importance of Black-owned banks and their impact on the economy.”


Personal life

Garber is married, has two adult children and lives in
Montclair, New Jersey Montclair is a Township (New Jersey), township in Essex County, New Jersey, Essex County in the U.S. state of New Jersey. Situated on the cliffs of the Watchung Mountains, Montclair is a commercial and cultural hub of North Jersey and a diverse ...
. He serves on a variety of professional and philanthropic boards, including the Committee for Club Football at Fédération Internationale de Football Association (FIFA). On November 30, 2018, Garber was appointed the vice-chairman of the World Leagues Forum, an international body convened by soccer leagues. Garber is also a member of FIFA's Football Stakeholders committee. He is Vice President of Hope and Heroes, an organization raising funds and creating programs for pediatric cancer patients at the New York Presbyterian Hospital.


References

{{DEFAULTSORT:Garber, Don 1957 births Living people Major League Soccer executives NFL executives NFL Europe executives Businesspeople from Queens, New York Jewish American sports executives and administrators American chief executives State University of New York at Oneonta alumni National Soccer Hall of Fame members 21st-century American Jews