Alan Rothenberg: The Architect of American Soccer’s Transformation

Alan Rothenberg’s Unlikely Journey into Soccer

Alan Rothenberg’s imprint on American soccer is undeniable. His story begins not as a lifelong fan, but as a lawyer in Los Angeles who, by chance, took on the role of organizing soccer events for the 1984 Olympics. With no prior passion for the sport and a career already glittering with achievements—such as helping build the Showtime Lakers and facilitating franchise moves—Rothenberg hardly seemed destined to become a transformative figure in U.S. soccer. Yet, circumstances and civic duty led him to take on the challenge, and over time, his investment and curiosity grew into a deep love for the game.

Building American Soccer: From Zero to the World’s Stage

Rothenberg candidly admitted he started “at zero.” Growing up in the Midwest, his world revolved around traditional American sports. His early soccer experience was fleeting, marked by a brief ownership of the LA Aztecs. However, when asked to oversee Olympic soccer, Rothenberg plunged into the task, learning quickly during the 1982 World Cup in Spain. His efforts paid off: the 1984 Olympics saw massive crowds at the Rose Bowl, with over 100,000 fans attending the final. This unexpected success caught the attention of FIFA, planting the seed for America’s first World Cup hosting bid.

Alan Rothenberg and the 1994 World Cup

Entrusted to lead the United States’ efforts to host the 1994 World Cup, Rothenberg faced skepticism about the tournament’s viability. Working mostly unpaid, he meticulously organized what would become the most attended World Cup in history, drawing 3.6 million fans and setting new benchmarks for success. Rothenberg’s approach was pragmatic—solving logistical problems, rallying supporters, and proving that soccer could thrive in America on a grand scale.

The Birth of Major League Soccer

One of the enduring legacies of Rothenberg’s work was the founding of Major League Soccer (MLS). As part of the US’s hosting agreement, a professional league was required to ensure soccer’s permanent footprint. Rothenberg navigated a challenging landscape, persuading wary investors and adjusting plans to forgo the initial requirement for soccer-specific stadiums. Lamar Hunt’s pioneering efforts in Columbus set a new standard, and Rothenberg’s vision helped MLS survive its early years and evolve into a thriving league with franchises now valued in the billions.

Championing the Women’s Game

Rothenberg’s impact extended well beyond men’s soccer. Under his guidance, the U.S. women’s national team gained prominence, first by winning the inaugural Women’s World Cup in 1991 and then with the landmark 1999 tournament. He successfully lobbied for women’s soccer to be included in the Olympics and orchestrated a nationwide marketing campaign that brought record crowds to the Women’s World Cup final at the Rose Bowl. The iconic image of Brandi Chastain celebrating victory became a symbol of women’s sports, all made possible by Rothenberg’s strategic leadership and belief in the women’s game.

Alan Rothenberg’s Enduring Legacy in American Soccer

Today, Rothenberg remains an influential figure, involved in business and sports consultancy, never straying far from the action. As the 2026 World Cup approaches, he plans to attend games in Los Angeles, reflecting on a journey that helped transform American soccer from a fringe pursuit to a national phenomenon. His memoir, “The Big Bounce,” captures this remarkable evolution.

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Opinion: Rothenberg’s Vision Still Shapes U.S. Soccer Today

Alan Rothenberg’s relentless drive and ability to adapt have shaped the foundation on which modern American soccer stands. Without his foresight and willingness to embrace risk, neither the record-breaking World Cups nor today’s vibrant MLS would exist. As the country prepares to host another World Cup, Rothenberg’s legacy reminds us that vision and hard work can turn even the most unlikely beginnings into enduring success stories.