Major League Soccer scored several regular season records, including for attendance and sponsorship, thanks in part to international superstar Lionel Messi — and corporate strategy.
Each match during the 2024 season averaged 23,234 attendees, the highest ever for the regular season.
Last year, the MLS’s Inter Miami signed Messi, which caused a surge in attendance, jersey and other product sales, and overall fanbase engagement.
The league signed 18 new sponsorship partners this season between the MLS and Soccer United Marketing (SUM), the commercial arm of the MLS.
Viewership data isn’t available for MLS Season Pass, but Apple executives have said on public calls that the audience has risen since Messi joined the league.
Persons:
Lionel Messi —, Messi, Luis Suárez, Lionel Messi, Chris Arjoon, Chris McGowan, McGowan, “, ”
Organizations:
Major League Soccer, MLS, Inter, New, Getty, National Basketball Association, MLS’s Inter Miami, Messi, Inter Miami, U.S ., New York Red Bulls, Soccer United, Messi’s Inter Miami, Adidas, YouTube, North, Apple
Locations:
AFP, Instagram, North American, U.S