Lionel Messi’s arrival in the United States to play for Inter Miami FC has caused a significant surge in Major League Pass subscribers on Apple TV+, sparking what is now being called the Messi Effect. Recent data from Apple has revealed that the three most-watched matches in the history of MLS Season Pass occurred within the week of Messi’s induction into the league. Moreover, there has been an unprecedented increase in stadium attendance. To enhance the viewer experience, MLS Season Pass has introduced enhanced coverage for Inter Miami’s matches, including drone footage and bilingual sideline reporters. Apple’s recently announced 10-year deal with Major League Soccer is valued at nearly $2.5 billion.
Messi’s relocation to the United States has created excitement not only in the soccer world but also in the realm of entertainment. Despite soccer’s relative novelty in this region, Messi’s presence in Major League Soccer (MLS) has attracted attention towards the Major League Pass offered on Apple TV+. The owner of Inter Miami FC enthusiastically revealed that the number of Major League Pass subscribers has seen an impressive twofold surge since Messi’s arrival. This surge has been coined the Messi Effect, and Spanish viewership during Messi’s matches has surpassed 50%, indicating a thriving global fan base.
Apple’s recent data release showcased a remarkable trend – the three most-watched matches in MLS Season Pass history occurred within the week of July 19-26, coinciding with Messi’s entry into the league. Prior to Messi’s arrival, MLS Season Pass boasted a subscriber count nearing 1 million. However, since Messi’s induction, this figure has nearly doubled, approaching the 2 million mark. Messi’s undeniable global appeal has been a significant driver of this substantial rise in viewership, further fueling a surge in stadium attendance.
To provide an enhanced experience for viewers, MLS Season Pass has introduced enhanced coverage for Inter Miami’s matches during the Leagues Cup. This includes features like 18 cameras, Steadicam technology, super-slow-motion cameras, Skycam coverage, drone footage, and bilingual sideline reporters offering commentary in Spanish and English. Additionally, Apple has announced a dedicated hour-long pregame show hosted on-site, complete with features, interviews, and expert insights. A postgame show has also been introduced to provide a comprehensive wrap-up of the matches.
Apple’s 10-year agreement with Major League Soccer highlights its commitment to expanding its influence in the sports entertainment sector. The deal, valued at nearly $2.5 billion, signifies Apple’s deepening involvement with soccer.
In conclusion, Lionel Messi’s arrival in the US soccer scene has triggered an unprecedented surge in Major League Pass subscribers on Apple TV+, creating what is now known as the Messi Effect. This surge has revolutionized soccer viewership in the region, with a comprehensive coverage approach and a significant investment from Apple’s partnership with MLS. The landscape of MLS has been forever transformed by Messi’s presence, igniting excitement among fans across the globe.
