Major League Soccer set records for attendance and sponsorship during the regular season, partly due to the presence of international star Lionel Messi and a focus on corporate strategy. The MLS attracted 11.5 million fans to matches, up 5% from last year, with an average attendance of 23,234 per game, the highest ever. With Messi joining Inter Miami, there was an increase in attendance, jersey sales, and overall fan engagement. The team ended the season with a record-breaking 74 points, and Messi scored his first hat trick in the U.S. league. The league also saw a rise in sponsorship revenue and jersey sales, with Messi’s jersey being the highest-selling in the league and globally.
The MLS’s social media following experienced growth, particularly on platforms like TikTok, Instagram, and YouTube. Inter Miami became the most-followed North American sports team on TikTok and the third most-followed on Instagram. The league has been focusing on building an international presence, including partnerships with platforms like OneFootball to reach a global audience.
Despite not having TV viewership data available, the MLS has an exclusive media rights deal with Apple, offering matches through MLS Season Pass on Apple TV. Overall, the MLS’s strategic efforts, combined with the star power of players like Messi, have helped to increase attendance, sponsorship, and fan engagement, setting the league on a path of growth and success.
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