Few sports experts see the U.S. soccer team repeating its dismal performance from 2006, a feat in itself, but an advance to the elimination round would mark an improvement and help the game's slow, steady build in the United States.
"There's no real downside, but there is potential upside, and if they go deep it's potentially meaningful upside," said Marc Ganis, president of sports consulting firm Sportscorp Ltd.
"This first game alone could be a very nice springboard for Major League Soccer."
While soccer remains more a niche U.S. sport, held back in some potential fans' eyes by its tendency toward low-scoring games and ties, Americans recognize the World Cup's stature globally.
"When major events occur outside of the U.S., we take more interest in them than we did 25 years ago," said sports consultant and former CBS Sports president Neal Pilson.
"The MLS really lives and dies with American interest in soccer, so the MLS would certainly be a beneficiary of increased interest if the U.S. team advances," he added.
Average attendance at 16,742 is ahead of last year's pace. If history is any guide, the MLS, which stopped playing for the tournament's early games, is likely to see a 5 percent increase after the event, MLS spokesman Dan Courtemanche said.
Walt Disney Co's ESPN and Univision Communications Inc paid a combined $425 million. MLS paid $40 million for the English-language rights to the four-year period before that.
"Short-term there would be a little bump," he said. "Long term, I don't think it's going to have a big effect. MLS's growth has been slow and steady and I don't think that's going to change dramatically.
"I was at NBC in the mid-70s when everyone was saying soccer is the next big sport in the United States," Trager added. "I never believed it and I'm not sure I believe it now, but it has its place on our sports landscape."
