In a season that will be remembered for generations, Major League Soccer (MLS) has witnessed an unprecedented surge in attendance and overall growth, largely attributed to the arrival of global football icon Lionel Messi. The Argentine superstar’s decision to join Inter Miami CF has not only shattered league records but also attracted a wave of new fans and sponsors, propelling MLS to new heights.
The Messi Effect: Attendance Records Tumble
Messi’s presence on the pitch has been nothing short of electric, drawing massive crowds to stadiums across the United States. MLS reported a staggering 5% increase in attendance compared to the previous year, with a league-wide total of 11.45 million fans flocking to witness the magic of the eight-time Ballon d’Or winner. This represents a remarkable 14% increase over the 2022 season.
The impact of Messi’s arrival was felt from the moment he stepped onto the field. In a match held at Arrowhead Stadium in April, an astonishing 72,610 fans gathered to watch Messi and Inter Miami CF face off against Sporting Kansas City. This single game exemplifies the drawing power of the Argentine maestro, as fans from all walks of life eagerly seized the opportunity to witness his genius in person.
Record-Breaking Averages and Sellouts
The 2024 MLS season boasts a record-breaking average attendance of 23,234 per match, surpassing all previous marks. This surge in fan interest is not limited to Messi’s appearances alone; even when excluding his road matches, the average attendance figures still set a new league record. The excitement generated by Messi’s presence has permeated throughout the league, inspiring fans to fill the stands week after week.
Moreover, the season witnessed an unprecedented 213 sellouts, with ten teams setting or exceeding their individual attendance records. As the regular season concludes, MLS anticipates that close to 12 million fans will have attended matches through the playoffs, a testament to the league’s growing popularity and the enduring allure of its star players.
Messi’s March to MVP
On the field, Messi’s impact has been nothing short of extraordinary. The Argentine forward has netted an impressive 20 goals and provided 10 assists in just 19 matches, cementing his status as the frontrunner for the league’s Most Valuable Player (MVP) award. His performances have not only delighted fans but also propelled Inter Miami CF to new heights, as the club clinched the Supporters’ Shield for having the best regular-season record with a staggering 74 points.
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.
Chris McGowan, head of the club performance and optimization group at MLS
A League on the Rise
While Messi’s arrival has undoubtedly been a catalyst for growth, MLS attributes its success to a combination of factors. The fan experience at league stadiums has been elevated by passionate supporters’ groups, creating an electric atmosphere that keeps fans coming back for more.
People are now seeing just an awesome environment when they go to our games across the league. 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.
Chris McGowan
Sponsorship Boom and Social Media Surge
The Messi effect extends beyond the turnstiles, as MLS and its marketing arm, Soccer United Marketing, have reported a 13% year-to-date rise in sponsorship revenue. This growth is mirrored at the individual club level, with eighteen new sponsors joining the league this year alone. The increased visibility and global appeal brought by Messi have made MLS an attractive proposition for brands seeking to tap into the passion and energy surrounding the sport.
Furthermore, MLS has experienced a significant boost in its social media presence, with notable increases across various platforms:
- TikTok followers have surged by an impressive 26%
- YouTube has seen a 21% increase in subscribers
- Instagram followers have grown by 10%
These figures underscore the league’s expanding reach and its ability to engage with fans across digital channels, fueled in part by the buzz surrounding Messi’s arrival.
The Stage is Set for Playoffs
As the regular season concludes, all eyes turn to the MLS playoffs, where the excitement is expected to reach a fevered pitch. The postseason kicks off with two thrilling wild-card matches:
- Atlanta United hosts Montréal, with the winner advancing to face Messi and Inter Miami CF in the first round
- The Portland Timbers welcome Vancouver in a high-stakes clash
With Messi leading the charge, Inter Miami CF enters the playoffs as strong contenders, eager to cap off a historic season with a championship title. The Argentine superstar’s presence has elevated the level of competition across the league, and fans can expect nothing less than heart-stopping action as the best teams in MLS battle it out for the ultimate prize.
As the 2024 MLS season enters its final chapter, one thing is certain: Lionel Messi’s arrival has forever changed the landscape of soccer in the United States. His impact, both on and off the field, has been nothing short of transformative, driving record attendance, attracting new sponsors, and igniting a passion for the beautiful game that will resonate for years to come. With Messi at the forefront, MLS is poised to continue its ascent, captivating fans and solidifying its position as a force to be reckoned with in the world of sports.
On the field, Messi’s impact has been nothing short of extraordinary. The Argentine forward has netted an impressive 20 goals and provided 10 assists in just 19 matches, cementing his status as the frontrunner for the league’s Most Valuable Player (MVP) award. His performances have not only delighted fans but also propelled Inter Miami CF to new heights, as the club clinched the Supporters’ Shield for having the best regular-season record with a staggering 74 points.
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.
Chris McGowan, head of the club performance and optimization group at MLS
A League on the Rise
While Messi’s arrival has undoubtedly been a catalyst for growth, MLS attributes its success to a combination of factors. The fan experience at league stadiums has been elevated by passionate supporters’ groups, creating an electric atmosphere that keeps fans coming back for more.
People are now seeing just an awesome environment when they go to our games across the league. 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.
Chris McGowan
Sponsorship Boom and Social Media Surge
The Messi effect extends beyond the turnstiles, as MLS and its marketing arm, Soccer United Marketing, have reported a 13% year-to-date rise in sponsorship revenue. This growth is mirrored at the individual club level, with eighteen new sponsors joining the league this year alone. The increased visibility and global appeal brought by Messi have made MLS an attractive proposition for brands seeking to tap into the passion and energy surrounding the sport.
Furthermore, MLS has experienced a significant boost in its social media presence, with notable increases across various platforms:
- TikTok followers have surged by an impressive 26%
- YouTube has seen a 21% increase in subscribers
- Instagram followers have grown by 10%
These figures underscore the league’s expanding reach and its ability to engage with fans across digital channels, fueled in part by the buzz surrounding Messi’s arrival.
The Stage is Set for Playoffs
As the regular season concludes, all eyes turn to the MLS playoffs, where the excitement is expected to reach a fevered pitch. The postseason kicks off with two thrilling wild-card matches:
- Atlanta United hosts Montréal, with the winner advancing to face Messi and Inter Miami CF in the first round
- The Portland Timbers welcome Vancouver in a high-stakes clash
With Messi leading the charge, Inter Miami CF enters the playoffs as strong contenders, eager to cap off a historic season with a championship title. The Argentine superstar’s presence has elevated the level of competition across the league, and fans can expect nothing less than heart-stopping action as the best teams in MLS battle it out for the ultimate prize.
As the 2024 MLS season enters its final chapter, one thing is certain: Lionel Messi’s arrival has forever changed the landscape of soccer in the United States. His impact, both on and off the field, has been nothing short of transformative, driving record attendance, attracting new sponsors, and igniting a passion for the beautiful game that will resonate for years to come. With Messi at the forefront, MLS is poised to continue its ascent, captivating fans and solidifying its position as a force to be reckoned with in the world of sports.
