In the 2024 Major League Soccer (MLS) season, the league set several records for attendance and sponsorship, driven in part by the presence of international superstar Lionel Messi. The MLS has been leveraging popular athletes like Messi and Luis Suárez to increase fan engagement and solidify its fanbase after almost three decades of existence. The league has also established a corporate team to assist clubs in implementing new business strategies, which seems to be paying off.
During the regular season, a record 11.5 million people attended MLS matches, up 5% from the previous year. With an average of 23,234 attendees per match, this marked the highest ever for a regular season. Messi’s presence at Inter Miami led to increased attendance, jersey sales, and overall fan engagement. Messi’s performance on the field helped set records for points scored by a team in a season and individual achievements for goals.
The league also focused on growing sponsorship revenue, signing 18 new partners in collaboration with the commercial arm of the MLS, SUM. As a result, both league- and club-level sponsorship revenue reached record levels. Messi’s Inter Miami jersey was the top-selling in the league and globally for Adidas. The MLS also saw growth in social media following on platforms like TikTok, Instagram, and YouTube.
The MLS is working on expanding its audience internationally, including partnerships with global media platforms like OneFootball. The league has an exclusive media rights deal with Apple, which offers MLS Season Pass on Apple TV for viewers. While specific viewership data for MLS Season Pass is not available, Apple executives have noted an increase in audience since Messi’s arrival in the league.
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