**Soccer’s Digital Revolution: MLS Partners with OneFootball to Expand Global Reach**
In a move to capitalize on its growing popularity, Major League Soccer (MLS) has teamed up with German digital media platform OneFootball to provide exclusive highlights, stats, and content to a global audience. As part of the deal, OneFootball will gain access to hundreds of MLS matches each season, while MLS will take a stake in the platform, joining an impressive list of investors, including Real Madrid, FC Barcelona, and Manchester City.
The partnership comes as MLS continues to explore innovative ways to expand its audience and build on its recent surge in popularity, fueled in part by the arrival of superstar Lionel Messi last year. “We’re always looking for creative and innovative partners that can help us capture new fans and eyeballs,” said Seth Bacon, executive vice president of media at MLS.
OneFootball, available as a mobile app, TV streaming app, and website, will offer the new content internationally, as well as through its co-branded partnership with Yahoo Sports in the U.S. The deal is non-exclusive, allowing MLS content to remain on other platforms.
The U.S. has become a key market for soccer, with Messi’s arrival sparking a significant increase in participation, awareness, and fan interest, according to OneFootball CEO Patrick Fischer. The partnership is seen as a strategic move to tap into this growing demand, particularly with the 2026 FIFA World Cup on the horizon.
MLS has been working to differentiate itself from other prominent sports leagues in the country, including the NFL and NBA. Its exclusive global media rights deal with Apple, signed last year, has helped set it apart. The league is now focused on driving subscriptions for its Apple TV platform, exploring various distribution channels to broaden its reach and awareness.
OneFootball’s data-driven approach is also seen as a key benefit for MLS, providing valuable insights into fan behavior and engagement. The platform’s ability to share relevant data with content creators sets it apart from social media platforms, offering a more targeted and effective way to connect with fans.
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