Victor Montagliani foresees a monumental cultural transformation in North America sparked by the World Cup, positioning Major League Soccer (MLS) as a significant contender against the Premier League on the global football stage.
In a revealing discussion, the Concacaf president and FIFA vice president offered his perspective on several pivotal topics:
- He defended the contentious ticket pricing model, asserting that the upcoming World Cup in North America signifies a crucial moment for FIFA’s revenue, which ultimately supports the global football community.
- Montagliani clarified that Donald Trump will have “no role” in the tournament, stressing that FIFA embodies more than just one person.
- He stated that talks regarding a 64-team World Cup are premature, despite requests from South America’s confederation, Conmebol.
- He expressed enthusiasm for expanding the Club World Cup to 48 teams, aiming to enhance quality and drive revenue growth.
- Montagliani hinted at a potential run for FIFA presidency in 2031, following Gianni Infantino’s expected reelection next year.
He staunchly supported FIFA’s pricing strategy, arguing that a World Cup hosted in North America would maximize FIFA’s financial potential, ultimately benefiting football worldwide.
Reiterating that Trump will not influence the tournament, he emphasized that FIFA is “more than one guy.”
He also maintained that discussions about expanding the World Cup to 64 teams are premature, despite proposals from Conmebol.
Montagliani showed enthusiasm for the possibility of expanding the Club World Cup to 48 teams, noting the significance of raising standards and revenue.
After advocating for Canada’s World Cup bid in 2012, Montagliani has played a vital role since becoming the head of Concacaf in 2016. He plans to witness Canada’s match against Bosnia and Herzegovina, an event of personal importance, after attending the tournament’s opening game in Mexico City between the host nation and South Africa.
“It’s been an extraordinary experience, possibly the highlight of my career,” Montagliani reflected. “It’s happening in my backyard, within my confederation, and my own country is one of the hosts. It’s going to be special.”
He pointed out the remarkable evolution of soccer in North America since securing the bid, stating, “When we won the bid, the landscape was vastly different. Canada didn’t even have a professional league eight years ago – now its clubs are selling players to teams in the European Champions League and competing in the Concacaf Champions Cup. With Lionel Messi in MLS, we might see him acquire a franchise.”
Montagliani believes this growth is merely the beginning, viewing the World Cup as a catalyst for making football a truly North American sport.
“The legacy of this event will be a cultural transformation in North America, where we no longer view soccer as a European sport we’re just consuming,” he asserted. “It will become our sport, and we will have a seat at the table in global sport discussions. It won’t be merely an external interest; it will be ours as well. That, I believe, will be the true legacy of this World Cup.”
He remains optimistic about MLS’s potential, predicting it could emerge as the second-largest league worldwide, or even claim the top spot. “It may take time, but I genuinely believe this,” he added.
“Consider the strength and international nature of the ownership groups. The American mindset is also crucial. Having lived next to the U.S. my whole life, I’ve seen their mentality – they don’t aim for eighth or tenth place; they strive to be the best in the world. There’s nothing holding them back from aspiring to be the world’s leading league.”
Montagliani praised the exceptional fan experience at MLS stadiums, along with the top-notch training facilities at clubs. Yet, he stressed that the quality of play remains paramount. “What’s missing is the addition of more star players and a higher salary cap. While there’s only one Messi, if we had several players of that caliber across 30 teams, the possibilities are limitless,” he stated.
Despite the contentious nature of ticket prices for the World Cup, Montagliani remains hopeful, asserting that FIFA has a unique opportunity to generate around $13 billion in revenue from this tournament.
“This has the potential to be the largest global event ever, both in size and scope,” he claims. “By every measure I’ve encountered, it’s the biggest sporting event in history. It may be a long time before that record is surpassed, considering the scale, the hosts, and the economic realities in this region.”
He anticipates a return to Europe in four years, though he acknowledges it will differ due to varying economic contexts, hinting that ticket prices may decrease. “FIFA is a member organization governed by its members, and it’s our responsibility to maximize revenue, which is fully reinvested in football,” he explains.
“From a membership perspective, it would be beneficial to continually increase revenues, as this enhances opportunities for members. Realistically, this World Cup may represent a peak in terms of revenue generation.”
He also sees opportunities for growth in other areas, particularly with the Women’s World Cup, which has shifted from historically operating at a loss to being on the verge of profitability. “There’s significant potential in that arena,” he noted.
Montagliani recognized that much of the World Cup’s expansion is due to the increase from 64 to 104 matches resulting from the tournament’s expansion to 48 teams.
Initially hesitant about this expansion, he opposes Conmebol’s suggestion to increase to 64 teams in 2030. However, he is more open to the idea of expanding the Club World Cup to 48 teams.
“As a traditionalist who grew up with a 24- or 32-team World Cup, I had reservations, but the teams that qualified have earned their spots,” he states. “This gives me added confidence that a 48-team format will be viable.”
“Discussions regarding further expansion should wait until we’ve experienced this format for a couple of cycles. Since the World Cup has maintained a 32-team format since 1998, changing after just one edition wouldn’t be wise.”
He contrasts this with the Club World Cup, which began with 32 teams, suggesting that it would be beneficial to evaluate the potential impact of an expansion. “For major clubs in the UK, the question arises: ‘Why am I not participating in this?’”
He acknowledges that numerous English clubs possess the quality to compete at that level. “I believe that an expansion to 48 teams is feasible at some point. I’m not certain if it will happen in the next edition, but I’d like to see it explored. There’s enough quality globally to support it. Moreover, as national teams improve, so too will our players and clubs gain exposure to higher-level competition,” he emphasizes.
“This would shift perspectives, especially in Europe. For clubs, the Champions League is often the ultimate prize, even more than their domestic leagues. In my confederation, this mentality is evolving. Now, MLS clubs and those in the Mexican League aspire to qualify for the Concacaf Champions Cup and subsequently the Club World Cup. This shift is fostering a more ambitious mindset among clubs, which is promising. The Club World Cup, as the pinnacle of this structure, serves as a powerful motivator.”
As the tournament’s commencement nears, Montagliani remains confident about potential political challenges, despite serious allegations from the U.S. government regarding Iran’s purported attempts to infiltrate the country with terrorists following visa denials for 15 members of the Iranian team’s support staff.
“President Trump will not affect the tournament whatsoever,” Montagliani asserts. “It’s fundamentally about football. He will attend matches and enjoy the event, similar to my prime minister, Mark Carney, and Mexico’s president, Claudia Sheinbaum.”
He praised the effective collaboration among the three governments in fulfilling FIFA’s requirements. “Politicians are politicians, but the administrations have performed excellently in facilitating the necessary arrangements,” he stated.
Regarded as a potential successor to Infantino, who is expected to secure reelection unopposed at next year’s FIFA Congress, Montagliani prioritizes his reelection as Concacaf president next year. However, he doesn’t dismiss the possibility of a future candidacy for FIFA president, especially since his term aligns with Infantino’s, who must step down in 2031 according to current FIFA statutes.
“That’s still a long way off,” Montagliani acknowledges. “My primary focus remains on Concacaf, particularly with my own reelection upcoming. I have much work left to accomplish here. The future will unfold as it may.”
“In governance, criticism is inevitable, but FIFA’s reputation has improved significantly over the past decade. FIFA is not merely one individual or just the 37 council members. It comprises 211 members, and we serve all of them,” he concludes.
“What I’ve learned is that the essence of football itself will always save us. When I refer to ‘us,’ I mean the entire football community, not just FIFA. Ultimately, football reigns supreme; when the game is in play, everything else fades away.”
