USL adds financial muscle in bid to compete with MLS

The United Soccer League (USL) is no longer content with playing second fiddle. With a monied investor now in its corner, the USL is signalling that it is ready to go toe-to-toe with Major League Soccer (MLS) and reshape the American soccer landscape when it launches a new competition in 2028. 

BellTower Partners, led by former Carlyle Group CEO Kewsong Lee, has made what the league is calling a strategic investment. While the exact numbers are under wraps, it is clear to see that the USL is building serious muscle as it prepares to launch its own first-division men’s league with a long sought-after promotion and relegation model. For decades, fans have clamoured for a true meritocracy in U.S. soccer, and the USL is positioning itself as the league that will deliver the edge-of-your-seat fight for glory or survival. 

The USL currently operates the second-tier Championship, League One, and League Two, and the newly launched Super League for women shows the organisation has ambition across all facets of the game. Add in BellTower’s connections to United Sports Development Partners (USDP), a company with proven pedigree in stadium-led projects, and the infrastructure looks ready to match the vision. USDP were responsible for USL Championship side Rhode Island FC’s new ground, and were also involved in a $600 million stadium project in Lee’s hometown of Albany, New York, which shifted its focus from MLS Next Pro to the USL. 

For years, MLS has had a monopoly on being the only top division in town, but its closed-league system and franchise model have left many questioning the competitive nature of the league when there are dead rubber matches towards the tail end of the season, with last year’s MLS Cup Champions, the LA Galaxy, being a prime example.  

The USL, with fresh cash, credible leadership, and a plan for promotion and relegation, has the chance to capture that discontent and turn it into real momentum.  

Lee is joining the USL board as Vice-Chair. He led Carlyle from 2018 to 2022, and founded BellTower after leaving the private equity firm.

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