• Loading stock data...
Thursday, November 7, 2024
DEADLINE EXTENDED: The Best Employers in Sports survey is now open through Nov. 13 Learn More

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

Florida football coach Billy Napier

Florida Gives Billy Napier Vote of Confidence With Huge Buyout Looming

Napier’s $26 million buyout would be second largest in college football history.
Charles Leclerc

F1 Is at War With Its Drivers Over Swearing: ‘Our Members Are..

“Our members are adults,” the drivers said in a statement.
Brett Favre and Donald Trump

What Donald Trump’s Win Means for Welfare Probe, Brett Favre

Favre spoke at Trump’s rally last week in Green Bay, Wis.

The Sports Figures Who Could Be in the Second Trump Administration

Woody Johnson, Linda McMahon, Herschel Walker, and Dana White top the list.
podcast thumbnail mobile
Front Office Sports Today

Is Trump Recruiting Sports Figures for Future Cabinet?

0:00

Featured Today

NFL Center Connor McGovern Is the Heir to a Potato Empire

The NFL vet’s family provides potatoes for McDonald’s, Wendy’s, and others.
Vanderbilt Commodores fans head to the south end zone as the goal post is taken down by exuberant fans after beating No. 1 Alabama 40-35 at Vanderbilt Stadium in Nashville, Tenn., Saturday, Oct. 5, 2024.
opinion
November 2, 2024

Something New in College Football This Year: Parity

Upsets, surprises. CFB is more fun on the field than the NFL.
Sep 28, 2024; Tuscaloosa, Alabama, USA; GOP Presidential candidate Donald Trump waves flanked by former Georgia Bulldogs player Herschel Walker, recording art Kid Rock, professional golfer John Daily, Alabama senators Tommy Tuberville (R) and Katie Britt (R) during the second half of the game between the Alabama Crimson Tide and the Georgia Bulldogs at Bryant-Denny Stadium.
November 1, 2024

Mission Swing State: College Football’s Political Advertising Battle

Trump, Harris, and the PACs that support them are utilizing the sport.
October 31, 2024

The Untapped Revenue ‘Powder Keg’ of Women’s NFL Fandom

There’s a “boatload” of money at stake for brands and the league.
May 19, 2024; Atlanta, Georgia, USA; A detailed view of the chain and jersey of Atlanta Braves shortstop Orlando Arcia (11) against the San Diego Padres in the seventh inning at Truist Park.

Braves Report Strong Quarter, but Still Face Media Uncertainty

Revenue rises for the high-performing MLB club as it awaits the outcome of Diamond Sports Group’s bankruptcy.
November 5, 2024

2024 NFL Trade Deadline More Active Than 2023

Several big-name players found new homes.
November 6, 2024

McIlroy: Trump Could Help PGA Tour–LIV Golf Deal Discussions

The star golfer said Tuesday’s election results may benefit the fractured sport.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
November 5, 2024

400 People Showed Up to WTA Saudi Final With $15 Million Purse

The WTA is in the first year of a three-year agreement with Saudi Arabia.
November 5, 2024

2024 NFL Trade Deadline Live Updates: Lattimore Bolsters Commanders Defense

The 2024 NFL Trade Deadline is at 4:00. Which teams have added talent and salary?
Sep 1, 2024; Atlanta, Georgia, USA; PGA TOUR Commissioner Jay Monahan addresses the gallery gathered on the 18th green after the final round of the TOUR Championship golf tournament.
November 5, 2024

Not So Fast: PGA Tour–LIV Merger Not Done Yet

Multiple industry sources say reports of professional golf’s unification are premature.
November 5, 2024

Trump Says Leagues Set ‘Impossible’ Ticket Prices

The former president believes leagues are pricing out middle-class sports fans with high ticket prices.