Major League Soccer Shatters Records, Fueled by Messi and Strategic Innovation
Major League Soccer (MLS) concluded its 2024 regular season with a resounding success, shattering attendance records and experiencing significant growth in sponsorship revenue and social media engagement. The league’s remarkable performance is largely attributed to the signing of international superstar Lionel Messi and a proactive, data-driven corporate strategy implemented under the leadership of Chris McGowan, the league’s executive vice president and chief club performance officer. This unprecedented success story highlights the power of strategic player acquisitions, coupled with a focused approach to business development and fan engagement, in transforming a league’s trajectory.
Key Takeaways: A Record-Breaking Season for MLS
- Record-breaking attendance: Nearly 11.5 million fans attended MLS matches in 2024, a 5% increase from last year and a 14% increase from 2022. This represents the highest regular season attendance in MLS history.
- Messi’s impact: The arrival of Lionel Messi at Inter Miami significantly boosted attendance, merchandise sales, and overall fan engagement. His presence, even during periods of injury, created a palpable “Messi effect” across the league.
- Strategic business initiatives: The creation of a dedicated club performance unit, led by Chris McGowan, has delivered tangible results. The team provided strategic guidance to clubs on areas such as premium seating and sponsorship strategies, contributing directly to revenue growth.
- Sponsorship surge: MLS and its commercial arm, Soccer United Marketing (SUM), secured 18 new sponsorship partners, resulting in a 13% year-over-year increase in sponsorship revenue at both the league and club levels.
- Dominant Social Media Presence: MLS experienced explosive growth on major social media platforms outpacing other major North American men’s sports leagues. Inter Miami CF led the way, becoming the most followed North American sports team on TikTok.
Kicking Off New Records: A Deeper Dive into the Numbers
The 2024 MLS regular season didn’t just break records; it redefined them. The league’s average attendance per match reached an all-time high of 23,234, a testament to the growing popularity of the sport in the United States. While still behind leagues like the NBA (with over 22.5 million attendees), the consistent year-over-year growth demonstrates a significant upward trend. This growth is directly correlated with the increased fan interest generated by high-profile player signings and strategic marketing initiatives.
The Messi Effect: More Than Just Goals
Lionel Messi’s arrival at Inter Miami wasn’t just a game-changer on the field. His presence ignited a surge in jersey sales—his jersey became Adidas’s top-selling individual player jersey globally— and propelled the club’s social media following to unprecedented heights. Inter Miami now boasts 9.4 million followers on TikTok and 17.2 million on Instagram, solidifying its position as a major player in the digital landscape. This widespread impact, even with Messi’s injury-shortened season, underscores his immense influence on the league’s growth trajectory. His hat-trick in Inter Miami’s final regular season game, contributing to the team’s record-breaking 74 points, further solidified his legacy within the MLS.
Beyond the Field: McGowan’s Strategic Influence
The success of the 2024 season doesn’t solely rest on star power. Chris McGowan’s leadership in the newly established club performance unit has played a crucial role in optimizing business strategies across MLS teams. McGowan’s team acts as a consultant, providing clubs with data-driven insights and best practices to enhance their operations. The impact of this approach is evident in areas such as premium seating sales at the New York Red Bulls; McGowan’s team helped them strategize premium seating options which they expect will significantly improve revenue next season. By fostering collaboration and sharing best practices, McGowan’s team is directly influencing improvements in the league’s financial performance and overall efficiency. This strategic focus on internal collaboration and data-driven decision-making is a pivotal factor in MLS’s sustained growth.
Expanding Horizons: Sponsorship and Global Reach
The increased fan engagement translates directly into increased revenue. The league witnessed a remarkable 13% growth in both league-level and club-level sponsorship revenue. The signing of 18 new sponsorship partners this season—a record for the organization– highlights the attractiveness of the MLS to major brands and underlines its enhanced financial appeal as a result of the increased media attention.
Global Ambitions Through Digital Partnerships
MLS isn’t limiting its ambitions to the domestic market. Its recent partnership with OneFootball demonstrates a strategic push towards international expansion. The deal will provide a global audience with access to MLS highlights, statistics, and additional content, effectively broadening the league’s reach and building its brand internationally. MLS has also seen an impressive 26% increase in TikTok followers, 21% increase in YouTube followers and a 10% increase in Instagram followers since the start of 2024, showing the effectiveness of its digital engagement strategies.
The Apple Partnership: A Unique Approach
Unlike other major professional sports leagues, MLS has a unique media rights agreement with Apple. All games are streamed exclusively via MLS Season Pass on Apple TV+, a subscription service separate from Apple TV+. While precise viewership numbers aren’t publicly released, Apple executives have alluded to significant growth in viewership since Messi’s arrival. This exclusive arrangement provides MLS with complete control over its media rights; it also is a key area where the league’s financial picture remains private and could be a future area of focus when examining yearly revenue.
Conclusion: A Bright Future for MLS
The 2024 MLS season stands as a testament to the league’s strategic vision and execution. The combination of high-profile player signings, data-driven business enhancements, and smart international expansion has resulted in unprecedented growth across key metrics. While still evolving, the MLS trajectory suggests a bright future, driven by continued innovation and a keen focus on cultivating its fanbase and broadening its global reach. The emphasis on both on-field talent and strategic off-field management positions MLS for continued success in the competitive landscape of North American professional sports.
