Lionel Messi now rules on American soil. And last Friday (25th), he made it even clearer that his arrival in Major League Soccer (MLS) wasn’t just a sports deal. Apple, with its billion-dollar contract and a whole strategy built around the MLS Season Pass, witnessed the Messi effect, breaking viewership records with his playoff debut, making this game the most-watched sports event in the platform’s history.
Apple didn’t throw out exact numbers, but they made it obvious , this was huge. And it was! They streamed the game for free on the MLS Season Pass, as well as Apple.com, even bringing it to physical stores worldwide, from New York to Tokyo. Messi didn’t score in Inter Miami’s 2-1 win against Atlanta United, but just having him on the field was enough to magnetize every gaze in the stadium and beyond.
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And that “Messi Cam” on TikTok? You don’t even have to be a soccer fan to know it was a massive hit. With up to 150,000 simultaneous viewers, this exclusive camera focused on the number 10 was a show on its own, tracking every move, every expression, and even Messi’s frustration up close. This was something groundbreaking, a strategy no other league dared to do, placing this level of attention on a single player.
But it wasn’t just the U.S. that caught “Messi Mania.” The impact went global. Since the star stepped onto American turf, MLS and Apple saw a flood of new subscribers, especially from South America and Europe. Eddy Cue, Apple’s head of services, said this was a major shift. Before Messi, most MLS Season Pass subscribers were from the U.S. Now, the game’s changed. International viewership spiked, which shows up in follower counts and Apple’s brand buzz.
Apple knows it’s riding this wave like nobody else. With a $2.5 billion deal locked with MLS through 2032, they see Messi as the game-changer. Since he arrived, he’s been the face of the league worldwide, the kind of image boost MLS always dreamed of. And this deal’s only grown in value with Messi, plus the commercial incentives and partnerships popping up in the background. It’s the kind of partnership that levels up the game, turning a contract into a symbiotic relationship where Apple and MLS both come out winners.
What some might not grasp yet is just how far Messi’s willing to go. His contract with Inter Miami includes a hefty incentive package: besides his $150 million salary, Messi’s deal ensures he’ll own a piece of the club when he hangs up his boots. That’s something only a few players worldwide could demand. It’s a commitment that stretches far beyond the pitch. Messi seems to have embraced MLS as a second chance to shake things up and do something revolutionary in the sport.
Messi’s barely arrived, yet he’s already a finalist for MVP of the season. It’s no surprise, given how he’s boosted Inter Miami’s morale and performance since signing. This team, which once had a modest profile, now grabs headlines, and Messi’s name is practically a seal of approval. He’ll still have the chance to shine in the upcoming games of the series against Atlanta United, happening at the famed Mercedes-Benz Stadium in Atlanta.
Messi’s presence on Apple’s platforms and the influx of new international fans and subscribers have created a fresh dynamic. MLS, which has long fought to step out of niche status and establish itself as a major league, now seems to be finding its way. With Messi at the helm of this new era, the league’s gained global relevance in a way even the biggest optimists couldn’t have predicted. He’s not just a player; he’s a media phenomenon transcending sports and entertainment.