• Loading stock data...
Thursday, April 24, 2025

Messi Returns to MLS With the Weight of the League on His Shoulders

  • The 2024 season begins Wednesday with Inter Miami hosting Real Salt Lake.
  • After a record business year, MLS looks to keep up the Messi momentum.
Victor Fraile-USA TODAY Sports

Still less than a year into the Lionel Messi era, MLS is wasting no time capitalizing on the presence of the Argentine legend as the league returns to the pitch Wednesday night with Real Salt Lake visiting Inter Miami to kick off the 2024 season.

The Messi effect was all-encompassing last year. Inter Miami of course benefited greatly, generating a league-record revenue figure of at least $120 million. Opposing clubs capitalized on Miami coming to town with huge ticket sales and creative scheduling efforts, even sometimes with Messi on the bench. And his arrival midseason led to a major spike in MLS Season Pass subscriptions for Apple TV.

Inter Miami was the worst team in MLS when Messi signed and, despite winning the first edition of the revamped Leagues Cup tournament, couldn’t rally to make the playoffs. This season, it’s by far and away the betting favorite to win the MLS Cup—FanDuel puts the team’s odds at +250, with LAFC as the nearest competitor at +700. That’s a lot of pressure on Miami and Messi, who has already struggled with injury problems early this year during the club’s preseason tour. Of course it wants to win a title, but the league, other teams, and Apple are clearly counting on the superstar, who turns 37 in June, to be the face of MLS each time Miami takes the field.

After a record year of regular-season attendance in 2023 (22,111 fans per match and almost 11 million total), MLS is touting a variety of positive metrics pointing toward the Messi momentum continuing. Miami sold out of season tickets in November, and league-wide, overall revenue from season ticket sales for its clubs is up 25% compared to this same point heading into last season. MLS says sponsors are spending more dollars (revenue is up 17% on the league level and 15% for clubs), and the official MLS online store is seeing a sales spike of 44%.

The question now is whether all those flashy numbers keep trending up throughout the season. Beyond any injury concerns, Messi will already miss some MLS matches as Argentina’s Copa América slate in June (and possibly July) conflicts with Inter Miami’s schedule.

Apple of My Eye

Apple is entering the second season of its 10-year, $2.5 billion deal for exclusive global rights to all MLS matches. That arrangement was negotiated before Messi entered the league, and very likely could be much more expensive if his move had taken place earlier.

While the company and league don’t release specific subscriber numbers for MLS Season Pass, the count was said to have surpassed 2 million in 2023, according to Sports Business Journal. But last year, T-Mobile offered its 100-million-plus customers free Season Pass subscriptions; and that won’t be the case this year, per CNET. MLS does appear to still be offering complimentary Season Pass subscriptions to eligible full-season-ticket account owners, though. It’s unclear how many nonpaying Season Pass subscribers there were in 2023, but it’s reasonable to assume they represented a decent chunk and that some who utilized the T-Mobile offering won’t buy the service this year.

While Apple certainly wants to see subscriber growth, the $250 million annual rights fee is chump change for a company with a $2.8 trillion market cap. Plus, MLS covers all production costs. No matter the subscriber count or viewership numbers for MLS Season Pass, the deal is a great way for Apple (which just launched a new sports app) to continue building out its live content portfolio. The tech giant is paying a reported $85 million annually for Friday night MLB games, is still expected to bid on NBA rights this year, and was believed to be at the finish line of a deal to acquire NFL Sunday Ticket before talks broke down and the package went to YouTube.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

NC State women's cross country

Judge Threatens to Reject $2.8 Billion House v. NCAA Settlement

The NCAA and power conferences could end up at trial.
Cristina Daglas
exclusive

ESPN Executive Editor Cristina Daglas Out After HR Investigation

Daglas was placed on administrative leave in January.
Flau'jae Johnson
exclusive

Flau’jae Johnson Says She Will Return to LSU

The transfer portal closed Wednesday.
FuboTV signage

Disney’s Fubo Takeover Now Faces DOJ Antitrust Review

The deal struck by the ESPN parent company could be in jeopardy.

Featured Today

Apr 5, 2025; San Antonio, TX, USA; Duke Blue Devils forward Cooper Flagg (2) reacts after a three point basket against the Houston Cougars during the first half in the semifinals of the men's Final Four of the 2025 NCAA Tournament at the Alamodome.

Cooper Flagg’s Timing Is Perfect for the NBA and USA Basketball

The projected No. 1 pick just declared for the draft.
Apr 14, 2025; New York, New York, USA; Paige Bueckers is interviewed by ESPN after being selected with the number one overall pick to the Dallas Wings in the 2025 WNBA Draft at The Shed at Hudson Yards
April 21, 2025

ESPN’s WNBA Coverage Mirrors the League’s Stunning Growth

“I don’t think we stand still in our coverage of women’s sports,” says Rowe.
Mar 16, 2025; Milwaukee, Wisconsin, USA; Oklahoma City Thunder guard Shai Gilgeous-Alexander (2) celebrates with guard Isaiah Joe (11) after score in the fourth quarter against the Milwaukee Bucks at Fiserv Forum.
April 20, 2025

Unorthodox OKC: The Thunder Redefined Tanking to Become NBA’s Best

A rebuild years in the making has OKC in the driver’s seat.
Mar 13, 2020; Augusta, GA, USA; The front entrance at Augusta National Golf Club in Augusta, Ga., Friday morning. The Masters Tournament has been postponed due to coronavirus concerns.
opinion
April 20, 2025

What’s It Like to Play Augusta? A Day on the World’s Most..

Inside a round at the most exclusive club in the world.
Vancouver

PWHL Picks Vancouver for First Expansion Team

More than 19,000 fans attended a game in Vancouver in January.
April 23, 2025

NHL’s U.S. Playoff TV Ratings Down 27% in Early Games

This season’s numbers were down 12% compared to the 2023–2024 season.
USL
April 23, 2025

USL Super League Sells Its Name in Push for Soccer Relevance

The deal was for seven figures.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

This week, Two-time Super Bowl Champion and CBS NFL analyst Logan Ryan joins us to talk the business of sports on our third installment of Portfolio Players.
April 23, 2025

Green Bay Gears Up for One of the Most Distinct NFL Drafts..

Around 250,000 fans are expected to attend this year’s draft.
April 22, 2025

NFL Draft Hosts: D.C., Denver, Buffalo Among Future Contenders

Pittsburgh will host in 2026, but 2027 and beyond is to be determined.
April 22, 2025

Masters Champ McIlroy Set to Draw Big Crowds (Again) at Zurich Classic

The Zurich Classic is expecting to break its attendance record.
July 18, 2009; Turnberry, SCOTLAND; Tom Watson (USA) makes a bogey on the 18th to take the championship to a playoff with Stewart Cink (USA) during the final round of the 2009 British Open at Turnberry Country Club.
April 22, 2025

R&A Opens Door to Taking Major Championship Back to Trump Turnberry

The course last hosted the Open Championship in 2009.