Major League Soccer broke several regular season records, including for attendance and sponsorship, thanks to the addition of international superstars like Lionel Messi. The MLS has been focusing on acquiring well-known athletes and leveraging the sport’s increasing popularity in the U.S. to strengthen its fan base after almost three decades of league play. The creation of a corporate team to assist clubs in implementing new business strategies has also been instrumental in the league’s success.
The 2024 regular season saw a record-breaking 11.5 million attendees, marking a 5% increase from the previous year. Each match during the season averaged 23,234 attendees, setting a new high for the league. The signing of Messi by Inter Miami led to a surge in various metrics, including attendance, jersey sales, and overall fan engagement. The halo effect of Messi’s presence in the league has continued, despite him playing fewer games due to injury.
Executive vice president Chris McGowan played a significant role in the MLS’s success this season, leading a newly established unit to advise clubs on business strategies. Under his leadership, sponsorship revenue at both the league and club levels reached new highs, and the league’s social media following grew rapidly.
The MLS is also focusing on international growth, signing agreements with global platforms to reach wider audiences. Additionally, the league’s exclusive media rights deal with Apple has contributed to its unique approach to TV viewership. Overall, the MLS’s strategic approach, combined with the addition of star players like Messi, has propelled the league to new heights of success.
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