MLS attendance and sponsorship revenue break records — and it's not just because of Messi
Major League Soccer scored several regular season records, including for attendance and sponsorship, thanks in part to international superstar Lionel Messi — and corporate strategy.
Major League Soccer scored several regular season records, including for attendance and sponsorship, thanks in part to international superstar Lionel Messi — and corporate strategy.
The MLS has been nabbing well-known athletes like Messi and Luis Suárez and leaning on the sport's growing popularity within the U.S. in a bid to solidify its fanbase after nearly three decades of league play. It’s even created a corporate team to help clubs implement new business strategies.
It appears to be paying off. Nearly 11.5 million people attended MLS matches during the regular season — which ended this past weekend — the most in its history, according to data from the league. That’s up 5% from last year, and 14% from 2022. Each match during the 2024 season averaged 23,234 attendees, the highest ever for the regular season.
Inter Miami's Lionel Messi controls the ball during a match with the New England Revolution on Saturday.Chris Arjoon / AFP - Getty ImagesWhile those stats pale compared to other U.S. professional sports leagues — the National Basketball Association had more than 22.5 million attendees during the 2023-2024 regular season, for example — the MLS seems to be building momentum.
Last year, the MLS’s Inter Miami signed Messi, which caused a surge in attendance, jersey and other product sales, and overall fanbase engagement. The halo effect from Messi, often referred to as the greatest of all time, seems to have held even with Messi playing fewer games this season due to an injury.
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