MLS Sees Record Attendance and Revenue Boost Thanks to “Messi Effect”
The 2024 Major League Soccer season has come to a close, and the numbers are in: a 5% increase in attendance over last year, with a league-wide total of 11.45 million fans attending matches. This marks a 14% increase over 2022, with two matches exceeding 70,000 fans and five matches exceeding 50,000.
A New Era for MLS
Lionel Messi’s arrival at Inter Miami CF has been a game-changer for the league. The eight-time Ballon d’Or winner has scored 20 goals and provided 10 assists in just 19 matches this season, making him the clear front-runner for the league’s MVP award. His presence has not only drawn in new fans but also increased interest from sponsors, with 18 new partners joining MLS this year.
More Than Just Messi
While Messi is undoubtedly a major factor in the league’s growth, MLS executives point to other key contributors, including the fan experience at league stadiums. Enthusiastic supporters’ groups have created an electric atmosphere, making matches a fun and energetic experience for attendees. “People are now seeing just an awesome environment when they go to our games across the league,” said Chris McGowan, head of the club performance and optimization group at MLS.
Revenue and Social Media Growth
The league’s success extends beyond attendance numbers. MLS and its marketing arm, Soccer United Marketing, have seen a 13% year-to-date rise in sponsorship revenue, with individual clubs experiencing the same increase. The league’s social media reach is also expanding, with a 26% jump in followers on TikTok, a 21% increase on YouTube, and a 10% increase on Instagram.
Postseason Preview
The playoffs kick off this week, with a wild-card match between Atlanta United and Montréal on Tuesday night. The winner will face Messi and Miami in the first round. The Portland Timbers host Vancouver in the other wild-card match on Wednesday. With the “Messi effect” in full swing, this postseason promises to be one to watch.
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