91Ƭ's Norm O’Reilly co-authors book chronicling the rise of Major League Soccer
“The Rise of Major League Soccer: Building a Global Giant” will be available in stores May 6
Norm O’Reilly, Ph.D., inaugural dean of the 91Ƭ’s College of Business and a globally recognized authority on the business of sport, is co-author of a forthcoming book that explores the rapid ascent of Major League Soccer (MLS) as it takes its place among the world’s premier professional leagues.
Published by Lyons Press and set for release on May 6, offers a behind-the-scenes look at the strategic decisions, commercial partnerships, and global influences that have shaped the league’s success.
Set against the backdrop of the 2026 FIFA World Cup coming to North America and the arrival of international superstar Lionel Messi to the MLS, the book examines how Major League Soccer is positioning itself to compete on the global stage with European leagues like La Liga and the Bundesliga.
“MLS’s journey from fledgling league to global contender is one of the great business stories in sports,” said O’Reilly. “This book intends to give readers a front-row seat to the business strategies, setbacks, and opportunities that are shaping soccer’s future in North America.”
Co-authored by Rick Burton, MBA, former chief marketing officer for the U.S. Olympic Committee and the David B. Falk Endowed Professor of Sport Management at Syracuse University, the publication includes a foreword by MLS Commissioner Don Garber and an afterword by former MLS Deputy Commissioner Mark Abbott, offering inside perspectives on the league’s evolution.
A longtime collaborator of Burton’s, O’Reilly co-authors a regular column on sports marketing trends for Sports Business Journal, and together they have authored multiple works, including “Business the NHL Way.” O’Reilly is also the author or co-author of 20 books and more than 160 peer-reviewed journal articles, and he serves as executive director of 91Ƭ’s Center for Sport and Business Innovation.
At 91Ƭ, O’Reilly leads Maine’s newest and fastest-growing business school.
Launched in 2023, the College of Business offers a dynamic portfolio of market-aligned undergraduate degrees — from finance and marketing to outdoor business innovation and marine entrepreneurship — paired with hands-on learning experiences that prepare students for real-world success. Recent initiatives include a student research partnership with the Maine Mariners and a speaker series spotlighting Maine’s vibrant sports and business ecosystem.
O’Reilly joined 91Ƭ in 2024 following two decades of academic leadership across the U.S. and Canada. A certified public accountant with deep industry ties, he has worked with clients including Nike, UFC, and the Canadian Olympic Committee, and founded the International Institute for Sport Business and Leadership.
Burton, who co-hosts the NIL Clubhouse podcast on Spotify and Apple Podcasts, is the former commissioner of Australia’s National Basketball League and served as the national advertising manager for Miller Lite beer. He is co-author (with Scott Pitoniak) of the historical fiction novel “Invisible No More” about the legendary Syracuse quarterback Wilmeth Sidat-Singh.
The is located in the Falk College of Sport, which will officially launch July 1 as the first college on a high-research activity (R1) campus dedicated exclusively to sport-related disciplines.
“The Rise of Major League Soccer” is in both hardcover ($29.95) and digital formats ($28.50) through Lyons Press and other major booksellers. The book’s release will be celebrated on May 6 at a 3 p.m. event at the MLS headquarters, located at 420 Fifth Avenue in New York City.
