If you're looking for a POD during the Cold War, then focus on the old North American Soccer League/NASL. Beginning in 1968, the NASL grew rapidly in popularity during the 70's, before going bust in 1984.
To keep the NASL alive and stable to the present, it'd basically have to be run the same way as MLS is today. This would involve instituting salary caps and shared revenue so as to prevent teams from going broke on exorbitant signings for older international stars (i.e. Pele, Beckenbauer). While the league might grow slower in the 70's if its teams can't bring over said superstars, there'd be more incentives for investment into development programs for homegrown players.
If successful, this could lead to a US national team being good enough to rank higher than Canada in qualifying for the 1986 World Cup in Mexico. IIRC, Canada's group stage matches were against France, Hungary - and the USSR. Given the lack of competition between Soviet and American athletes during the 1980 and '84 summer Olympics, perhaps some US TV viewers may find interest in what's going on south of the border.