Major League Soccer achieved several regular season records in terms of attendance and sponsorship, partly due to the addition of international superstar Lionel Messi. The league attracted 11.5 million fans to matches, marking the highest attendance in its history. Messi’s presence at Inter Miami resulted in increased attendance, jersey sales, and overall engagement.
In addition to on-field talent, the MLS also focused on implementing new business strategies to enhance club performance. Executive vice president Chris McGowan led a new team aimed at advising clubs on improving their business operations, resulting in increased sponsorship revenue for both the league and individual clubs. Inter Miami’s jersey sales featuring Messi were the highest in the league and globally for Adidas.
The MLS also saw growth on social media platforms like TikTok, Instagram, and YouTube, with Inter Miami leading as the most followed North American sports team on TikTok. The league also signed a deal with a German digital media platform to expand its international presence.
Unlike other major U.S. sports leagues, the MLS has an exclusive media rights deal with Apple, making most matches available through MLS Season Pass on Apple TV. Though viewership data for MLS Season Pass is not publicly available, Apple executives have indicated a rise in audience numbers following Messi’s arrival in the league.
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