Major League Soccer Reaches New Heights
The 2024 Major League Soccer (MLS) regular season has come to a close, and the numbers are impressive. With a record-breaking 11.5 million attendees, the league has seen a significant surge in popularity. This growth can be attributed to the arrival of international superstars like Lionel Messi and Luis Suárez, as well as the league’s strategic efforts to expand its fanbase.
A New Era for MLS
This season marked the first full year under the leadership of Chris McGowan, Executive Vice President and Chief Club Performance Officer. McGowan’s team has been working closely with clubs to develop and implement new business strategies, focusing on areas such as premium seating and sponsorship revenue. The results are promising, with an average attendance of 23,234 per match, the highest in the league’s history.
Sponsorship Revenue Soars
The league’s growing audience has attracted new sponsors, with 18 new partnerships signed this season. Sponsorship revenue for the league and its commercial arm, Soccer United Marketing (SUM), has increased by 13% year-to-date. Additionally, club-level sponsorship revenue has also seen a 13% increase, reaching a record high.
Messi Mania Continues
Lionel Messi’s impact on the league cannot be overstated. His jersey remains the top-selling jersey in the league, and his presence has contributed significantly to the growth of Inter Miami’s social media following. The team now leads the league as the most followed North American sports team on TikTok, with 9.4 million followers.
International Expansion
The MLS has been working to increase its global presence, recently partnering with German digital media platform OneFootball to provide highlights, stats, and other content to a global audience. This move is expected to further boost the league’s popularity worldwide.
TV Viewership: A Unique Challenge
Unlike other professional sports leagues in the US, the MLS has an exclusive media rights deal with Apple, making most of its matches only available through MLS Season Pass on Apple TV. While viewership data is not publicly available, Apple executives have reported an increase in audience size since Messi joined the league.
As the MLS postseason begins, the league is poised for continued growth and success. With its strategic efforts, talented players, and expanding global presence, the future looks bright for Major League Soccer.
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