New Delhi: There is little doubt that Lionel Messi is one of the most followed footballers of this generation. He is a star attraction for Major League Soccer in the USA, where he plays for Inter Miami. Big companies are trying to cash in on the 37-year-old’s popularity and take a share of the revenue.
Tech giant Apple was not far behind in encashing in the growth that MLS was showing. The MLS Season P
ass is the streaming service operated by Apple launched in the 2023 season for live matches of the tournament. The contract between MLS and Apple is for ten years, and Apple holds the rights to global over-the-top (OTT) streaming.
How MLS and Apple are encashing Messi’s stardom
Of course, Messi is the big reason behind this whole scenario, with most of the advertisements focusing on the World Cup winner. Messi was in every TV and social media promo and even on billboards. The first playoff match of Inter Miami was even featured in Times Square.
So excited to watch Messi and Inter Miami take on Atlanta United in tonight’s must-win match of the MLS Cup Playoffs! ⚽ https://t.co/H7zxldXi88
— Tim Cook (@tim_cook) November 9, 2024
Tim Cook, Apple’s CEO, posted about being excited to see Messi in action, as the centre attraction of the MLS playoffs was that of a former Barcelona player. As Atlanta pulled off a setback over Inter Miami, the Messi factor was subtracted from the MLS playoffs. This is a factor that MLS has been building its popularity around recently, ever since Messi came to Florida.
The plan wasn’t illogical, as Miami set a record for points in the regular season. However, the strategies were not built around Atlanta’s amazing win at Chase Stadium. The herons had a 34-point difference with their opponents and it is the biggest difference between two sides facing in playoffs.
Miami had been brilliant for most of the season despite Messi sitting on the sidelines due to injury. Tata Martino’s team had won the Supports’ Shield. On the other hand, the Five Stripes had qualified for the playoffs on Decision Day. Atlanta won the three-match series 2-1 after a 76th-minute goal from Bartosz Slisz. While the games were interesting and borderline chaotic, the League perhaps won’t be looking at the result as the one that benefits from the best.
Is Messi the centre of MLS popularity?
While Apple’s viewing numbers are not public knowledge, Messi’s debut with the Herons last year had added 100,000 subscribers, their largest one day increase in subscriptions since launch. By the end of the season, the MLS season pass was widely affected by the Messi factor and had gone past 2 million subscribers.
While Apple’s viewing numbers are not public knowledge, Messi’s debut with the Herons last year added 100,000 subscribers, the largest one-day increase in subscriptions since launch. By the end of the season, the MLS season pass was widely affected by the Messi factor and had gone past 2 million subscribers. Inter-Miami co-owner Jorge Mas had mentioned that the subscription had doubled since Messi’s arrival from PSG. Cook had himself noted that the subscription was far more than projection.
The Messi Effect is real! 🐐 Subscribers to #MLSSeasonPass on @AppleTV have more than doubled since Messi joined @InterMiamiCF. Also, Spanish language viewership on #MLSSeasonPass on @AppleTV has surpassed over 50% for Messi matches and continues to rise. How exciting for a truly…
— Jorge Mas (@Jorge__Mas) August 10, 2023
In the absence of Messi, only the Hudson River derby, which features New York Red Bulls and New York City FC, is the only clash that has some attraction. However, the fan following is nowhere near the Argentina captain’s fan following. When Messi leaves, it is a worry that MLS has to address, with his contract expiring at the conclusion of the next season, and the League has now gotten preluded to the scenario.
MLS have invested a huge amount in Messi to use his lucrative fame, but the whole investment is a waste if the supporters are not permanent and lose interest in the league once he is gone. Messi needs to be the element that incites a permanent following in the league.
How can MLS become more engaging?
Thank you for all the love and support this season 💗🖤 pic.twitter.com/J6dYyAtGu8
— Inter Miami CF (@InterMiamiCF) November 10, 2024
Atlanta’s win highlights the fact that MLS is about more than the Messi-Suarez duo. With Messi’s stardom providing a platform, the league now needs to make executive decisions regarding the scheduling and format of the competition. The format has received many complaints, including from players.
Messi’s teammate since Barca days Jordi Alba noted that the format wasn’t fair as he lost despite being the best team in the season. His comments do point out the space for improvement and probably reshaping the format slightly.
If they want to encash Messi’s stardom, maybe playoffs are not compatible with the format, as they need to keep their star players on a winning plinth. In fact, they should take notes from FIFA. In next year’s Club World Cup, Gianni Infantino bent the rules for Inter Miami’s qualification. This will be a platform for the Herons to appear to a global audience.
The scheduling, too, is being considered for alteration and has become more in the European-style winter scheduling. Of course, MLS have to consider if they are okay with a competition where players in the sunset of their career are frequenting. A big example is Atlanta goalkeeper Brad Guzan, who is playing at 40.
If Atlanta showed the best of MLS, the question remains if MLS want to show this as their best foot forward. For MLS to succeed as a league, they need to look at the best leagues in the world. Despite many stars having moved out of the competition Premier League and La Liga still continue to generate a huge amount of fan following.
It is primarily because their focus has been more on the league’s output than a single player. While Sunday’s win is a turning point in the competition this season, for MLS to reach this level, they have to think beyond Lionel Messi.
After Lionel Messi’s Inter Miami’s shocking exit from MLS playoffs, there are worries if the league’s popularity is based on singular personality. Football Sports News: Latest Cricket News, Cricket Live Score, Sports Breaking News from Sports Today
