Apple MLS Season Pass Subscriptions Skyrocket with 'Messi Effect' Following His Arrival at Inter Miami

Lionel Messi's MLS entry sparks digital frenzy, propelling Apple's MLS Season Pass subscriptions by 50%. His partnership with Apple TV is likely to revolutionize American soccer, setting the stage for a transformative era.

Outlook International Desk

Updated on: 12 August 2023 10:40 am

Lionel Messi with team mates

Lionel Messi's entry into Major League Soccer (MLS) has ignited a digital entertainment frenzy in US and across the world. Messi's transfer has triggered a domino effect, propelling Apple's MLS Season Pass subscriptions to unprecedented heights and solidifying his influence beyond the soccer pitch. Apple TV Plus has the exclusive streaming matches for MLS matches, thanks to Messi's move to Inter Miami. The strategic $2.5 billion investment by Apple to secure exclusive streaming rights for the league's content, as noted by CNET, has proven to be a resounding success.

Inter Miami's Managing Owner, Jorge Mas, shared on X (formerly Twitter) that Apple TV's MLS Season Pass subscribers have surged by an impressive 50% since Messi's arrival. This surge in viewership has caught the attention of Apple's leadership, with CEO Tim Cook expressing his pride in surpassing subscription expectations during the company's recent earnings call.

The partnership between Apple TV Plus and MLS, spanning a decade-long collaboration, has been a catalyst in showcasing Messi's magnetism to subscribers. This collaboration distinguishes itself in an era where some sports teams have been cautious about joining streaming platforms, as evidenced by Pac-12 teams declining deals with Apple.

The impact of Messi's presence is palpable in MLS viewership statistics. His debut match with Inter Miami against Cruz Azul garnered an astounding average audience of 1.75 million on Univision, marking the largest single-network audience for MLS since Freddy Adu's debut in 2004. However, Messi's influence transcends the sport itself. His matches have resonated with Spanish-language viewers, with their viewership increasing by 50%.

Messi's move to Inter Miami has sparked a revolution in MLS viewership dynamics. With Apple's MLS Season Pass subscriptions doubling since Messi's integration into the team, and his ability to captivate audiences both on and off the field, American soccer is experiencing a transformative moment. As the host nations for the 2026 World Cup, the United States, Canada, and Mexico are poised to capitalize on Messi's presence, paving the way for an exciting new chapter in the sport's history.