“Messi Effect Is Real” – MLS’ 2,500,000,000 Apple Deal Flourishes as Subscribers ‘Doubled’ Since Lionel Messi’s Announcement

Published 08/11/2023, 7:15 AM EDT

A year ago, Major League Soccer (MLS) signed a monumental 10-year $2.5 billion deal to stream its matches on the Apple TV platform. Fast forward to the present, and with the electrifying presence of global soccer superstar Lionel Messi fueling the Inter Miami team, this partnership has experienced an unprecedented surge.

Lionel Messi’s debut for Inter Miami was marked by a triumphant 2-1 victory over Cruz Azul. Captivated an average audience of 1.75 million on the Spanish-language TV network Univision. This viewership milestone secured its place as the largest single-network audience for MLS since 2004. Looks like the Messi Effect is benefitting the whole industry.

Messi Effect unveiled by Inter Miami owner and Tim Cook

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Jorge Mas, the managing owner of Inter Miami. Recently took to Twitter to confirm what many have been witnessing. A remarkable doubling of MLS Season Pass subscriptions on Apple TV since Lionel Messi’s arrival. Adding another layer to this noteworthy trend, it has been noted that Spanish-language viewership has exceeded the 50% mark when Messi graces the pitch.

The Messi Effect is real! 🐐 Subscribers to #MLSSeasonPass on @AppleTV have more than doubled since Messi joined @InterMiamiCF. Also, Spanish language viewership on #MLSSeasonPass on @AppleTV has surpassed over 50% for Messi matches and continues to rise. How exciting for a truly…
— Jorge Mas (@Jorge__Mas) August 10, 2023

Tim Cook, the CEO of Apple Inc., joined the chorus of excitement by promoting an upcoming match featuring Messi on Apple TV. Cook invited fans to “Tune in tomorrow to watch Messi and all the Leagues Cup action with MLS Season Pass at Apple TV.”

Tune in tomorrow to watch Messi and all the Leagues Cup action with #MLSSeasonPass on @AppleTV ⚽️ https://t.co/ZqmybySBa8
— Tim Cook (@tim_cook) August 10, 2023

While Apple typically keeps specific figures under wraps, Cook did acknowledge Messi’s contribution during a recent earnings call. He remarked, “We are beating our expectations in terms of subscribers, and the fact that Messi joined Inter Miami helped us out there a bit, and so we’re very excited about it.”

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Lionel Messi’s leadership resonates

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The World Cup-winning captain of Argentina has wasted no time making his mark on Inter Miami. In just four appearances for his new club, Messi has already found the back of the net seven times. Solidifying his position as the joint-fourth-highest goal scorer in the team’s history. His seamless transition and immediate impact have galvanized not only the team but also the league itself.

Gerardo Martino, the coach of Inter Miami, showered praise upon Lionel Messi’s leadership. Drawing parallels between his current role and his triumphant performance as the leader of the Argentine national team. During the World Cup in Qatar the previous year. Martino emphasized that Messi’s leadership, both on and off the pitch mirrors the qualities he displayed during the World Cup. Highlighting the kind of leader he has evolved into.

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As Messi’s influence continues reverberating, it will be interesting to see how it opens doors of possibilities in American soccer. What do you think?

Watch this story: American Athletes With Ownership in Soccer Teams

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Written by:

Sourav Jyoti Kalita is a soccer writer at EssentiallySports. Soccer has been a passion he follows since school days where he has participated extensively in matches where he looks for a chance to don the jersey and take the field. A fan of the glorious Red Devils, he also ardently supports his local team North East United that plays in the Indian Super League.

Edited by:

Sreeda U M

“Messi Effect Is Real” – MLS’ 2,500,000,000 Apple Deal Flourishes as Subscribers ‘Doubled’ Since Lionel Messi’s Announcement

Messi Effect unveiled by Inter Miami owner and Tim Cook

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Lionel Messi’s leadership resonates