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MLS sets new attendance and sponsorship revenue records thanks to more than just Messi


In the 2024 Major League Soccer season, the league broke several records for attendance and sponsorship, partly due to the presence of international superstar Lionel Messi. With nearly 11.5 million people attending MLS matches, the league saw a 5% increase from the previous year and a 14% increase from 2022. Messi’s arrival at Inter Miami sparked a surge in attendance, jersey sales, and overall fan engagement, despite playing fewer games due to injury. The league’s new executive vice president and chief club performance officer, Chris McGowan, implemented strategies to help clubs perform better on the business side, resulting in increased sponsorship revenue and club-level records. The MLS also focused on expanding its social media presence, with the league growing its following on TikTok, Instagram, and YouTube. Inter Miami emerged as the most followed North American sports team on TikTok and the third most followed on Instagram. The MLS also secured a partnership with German digital media platform OneFootball to reach a global audience. Additionally, the league has an exclusive media rights deal with Apple, making most matches available through MLS Season Pass on Apple TV. While TV viewership data for MLS Season Pass is not available, Apple executives have noted an increase in audience since Messi’s arrival in the league. These initiatives have helped the MLS build momentum and solidify its fanbase, setting the stage for continued growth and success in the future.

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