Build it and women’s sports fans will come

The GIST: The 29th MLS season kicks off tonight — the league’s earliest-ever start as its popularity reaches new heights, largely thanks to a certain GOAT in South Beach. Vamos.

The details: The regular season will run from now through October. All 29 teams in the two conferences (Eastern and Western) will play 34 regular-season games (17 at home and 17 on the road), with most matches played on Saturdays and some on Wednesdays. The fun culminates on December 7th, when the 2024 MLS Cup champ will be crowned.

• Naturally, eight-time Ballon D’or winner Lionel Messi — who made the stunning move to MLS last year — will feature in tonight’s 8 p.m. ET season kickoff, a home showdown for his Inter Miami CF side against Real Salt Lake. Now that’s starting things off on the right foot.

• Ahead of his first full season in MLS, the Messi Effect has already increased season ticket sales league-wide, helping to up the game’s popularity across North America before the U.S., Mexico, and Canada jointly host the 2026 World Cup.

The teams to watch: Newly stacked with some of Messi’s favorite former teammates from La Liga’s FC Barcelona, the pressure will be on Miami to win it all this year. But the pink squad has a long way to go after failing to even qualify for the postseason in 2023.

• Otherwise, keep tabs on the Midwest teams. The Columbus Crew will try to become the first back-to-back champs since the LA Galaxy did it in 2012, while reigning Supporters Shield holders, FC Cincinnati, will return with league MVP, midfielder Luciano Acosta.

• St. Louis CITY SC will also be hungry to make a splash after amping up their defense following last year’s finish atop the Western Conference in their inaugural season.

• And Canada’s three MLS squads can certainly improve upon their lackluster 2023 campaigns. The Vancouver Whitecaps FC at least made it to the playoffs, unlike CF Montréal and lowly Toronto FC, who finished last in the Eastern Conference. Onwards and upwards.

Did you know that the most distinctive shift in sports in the last 50 years has been the rapid rise in the importance, influence, and value of female fans?*

Did you know that 80% of all consumer spending is controlled by women?**

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Did you know that you could grow brand love and affinity by aligning with a women-founded business that’s challenging the male-dominated sports industry?

If this sounds intriguing to you or your company, let’s talk.

🏒 PWHL: Montréal vs. New York — Tonight at 7 p.m. ET — TSN+

• Montréal has had New York’s number all season, so expect NY to feed off the home crowd as they try to claim their first victory against their Canadian foes. Concrete jungle where dreams are made of.

⛳ LPGA: Honda LPGA Thailand — Tomorrow through Sunday — The Golf Channel

• A $1.7M purse is up for grabs in the Land of Smiles, where world No. 13 Brooke Henderson tees off in a group with No. 23 Swede Linn Grant and No. 56 American Danielle Kang.

🏀 NBA: Brooklyn Nets vs. Toronto Raptors — Tomorrow at 7 p.m. ET — TSN4

• Fresh off his first All-Star appearance, Scottie Barnes will look to lead the Dinos to a second half turnaround. How about starting it off by snapping their three-game losing skid in this Eastern Conference showdown against the new-look Nets.

🇨🇦 CONCACAF W Gold Cup: No. 10 CanWNT vs. No. 104 El Salvador — Tomorrow at 9 p.m. ET — OneSoccer

• As you read in yesterday’s special edition, the red and white kick off the inaugural 12-team tournament from the Lone Star State, facing El Salvador in senior competition for the first time. Giddy up.