The Messi Effect is undeniable. Major League Soccer (MLS) is experiencing a golden era, fueled by the arrival of the legendary Lionel Messi. The league just concluded its regular season, and the numbers are speaking for themselves: record-breaking attendance and a massive surge in sponsorship revenue.
MLS reported a 5% increase in attendance compared to last year, drawing a total of 11.45 million fans across the league. That’s a 14% jump from 2022! Two matches even surpassed 70,000 attendees, and five games welcomed over 50,000 fans. The epic clash between Messi’s Inter Miami and Sporting Kansas City at Arrowhead Stadium in April attracted a staggering 72,610 spectators. The league’s average attendance per match also reached a record-breaking 23,234. Ten teams shattered or surpassed their previous attendance records, and an impressive 213 games sold out. Even without considering Messi’s away matches, the average attendance numbers would still be an MLS best.
MLS is expecting an even larger crowd, close to 12 million, to attend games throughout the playoffs, which kick off this week. It’s clear that Messi is the league’s superstar attraction, the overwhelming favorite for the MVP award this season. The eight-time Ballon d’Or winner has been nothing short of spectacular, netting 20 goals and providing 10 assists in just 19 matches. Inter Miami, with Messi leading the charge, clinched the Supporters Shield, earning the top regular season record with 74 points, edging out New England’s 2021 record by a single point.
“He’s definitely helped put us in front of a global audience, and he’s definitely piqued the interest of sports fans in our country,” said Chris McGowan, head of the club performance and optimization group at MLS. “Our clubs have done an unbelievable job of taking advantage of that and understanding that players don’t play forever. We have the best ever playing in our league, so we got to be on our toes to be able to take advantage of it.”
While Messi is undoubtedly a driving force behind the league’s growth, McGowan acknowledges other factors contributing to its success. He highlights the fantastic fan experience at MLS stadiums, fueled by the passionate supporters’ groups. “People are now seeing just an awesome environment when they go to our games across the league,” McGowan said. “The crowds are energetic. There’s a lot of great things happening in the venue. It’s just a fun time on a Saturday night and people are really taking notice of that.”
The league’s success story isn’t limited to box office numbers. MLS also reported a 13% year-to-date rise in sponsorship revenue, mirroring the increase seen at the individual club level. Eighteen new sponsors have joined MLS this year, further solidifying the league’s financial strength. MLS is also expanding its social media presence, experiencing a 26% jump in followers on TikTok, a 21% increase on YouTube, and a 10% increase on Instagram. It’s clear that MLS is not only attracting fans to the stadiums but also building a loyal online community.
With Messi’s undeniable talent and the league’s strategic initiatives, the future of MLS looks incredibly bright. The league is poised to continue attracting new fans, growing its revenue streams, and solidifying its position as a leading force in global soccer.
