Major League Soccer (MLS) has achieved unprecedented success in terms of attendance and sponsorship revenue during its recent regular season.
The league welcomed nearly 11.5 million fans to its matches, marking a 5% increase from the previous year and a remarkable 14% rise from 2022. Each game averaged 23,234 attendees, the highest figure recorded in the league's history.
The impact of Messi's arrival has been profound, not only in terms of attendance but also in merchandise sales and overall fan engagement. Despite facing injury challenges that limited his appearances this season, Messi's presence has continued to draw fans, as evidenced by Inter Miami's record-breaking performance, culminating in a total of 74 points for the season. This achievement included Messi's first hat trick in the league, further solidifying his status as a key player in MLS.
Under the leadership of Chris McGowan, MLS has focused on enhancing its business strategies. McGowan's team has been instrumental in advising clubs on various operational aspects, including premium seating arrangements and best practices for business decisions. This strategic approach aims to foster growth and improve the overall performance of the league's clubs.
The league's efforts to attract high-profile athletes like Messi and Luis Suárez have not only elevated the quality of play but have also significantly boosted the league's visibility and appeal. The corporate strategy has resulted in the signing of 18 new sponsorship partners this season, with both league and club-level sponsorship revenue increasing by 13%.
MLS has also made significant strides in enhancing its social media presence, outpacing other major North American sports leagues in follower growth on platforms such as TikTok, Instagram, and YouTube. Inter Miami has emerged as the most followed North American sports team on TikTok, boasting 9.4 million followers, while also ranking third on Instagram with 17.2 million followers. This digital engagement is crucial for attracting younger audiences and maintaining relevance in an increasingly competitive sports landscape.
In addition to bolstering its domestic presence, MLS is actively pursuing international growth. The league recently signed an agreement with OneFootball, a German digital media platform, to distribute highlights and content globally. This initiative is part of a broader strategy to enhance the league's visibility and appeal to soccer fans around the world, further solidifying its position in the global sports market.
MLS has adopted a unique approach to its media rights by partnering exclusively with Apple, allowing most matches to be accessed through the MLS Season Pass on Apple TV. This innovative media strategy not only provides fans with exclusive content but also positions MLS favorably in the evolving landscape of sports broadcasting.
As the league prepares for its postseason, the combination of record attendance, increased sponsorship revenue, and a growing digital footprint suggests that MLS is on a trajectory of sustained growth. The strategic initiatives implemented by league executives, coupled with the star power of players like Messi, are likely to continue driving interest and investment in Major League Soccer, making it a significant player in the North American sports arena.