Lionel Messi's MLS play-off debut sets a new viewership record on Apple TV

Lionel Messi’s MLS Cup Playoffs debut was the most-watched sporting event ever presented by Apple, the company said Monday without releasing viewership figures.

The match was livestreamed for free worldwide via the MLS Season Pass on Apple TV behind a huge campaign surrounding Messi’s first MLS postseason match, in which he did not score but provided an assist in the match. Inter Miami won 2-1 against Atlanta United on Friday.

It was also streamed live on Apple.com and shown at Apple Stores in major US cities such as New York City, Los Angeles and San Francisco, along with stores in Canada, Mexico, Brazil, Korea, Japan and Australia.

As many as 150,000 viewers also simultaneously visited the MLS and Inter Miami CF TikTok accounts to watch Messi cam, an exclusive player spot of Messi during the match. It was the first time TikTok streamed a live football match focused on one player.

“We fully support Leo Messi’s historic MLS Cup Playoffs debut. It’s not just must-see television, but it’s a barometer for the entire postseason on MLS Season Pass,” said Emeka Ofodile, Apple’s Global Head of Sports Marketing. He said this last week during a press conference. “We will make this match the most widely distributed match in MLS Season Pass history, bringing this match to as many fans as possible around the world.”

Apple signed a 10-year deal worth $2.5 billion in 2022 to broadcast MLS games on Apple TV. Messi’s deal to join Inter Miami and MLS included compensation from Apple TV for international subscriptions sold for the MLS Season Pass.

Messi is the highest-paid player in MLS, earning $20.4 million in guaranteed compensation from Inter Miami in 2024. part of a reported $150 million deal he agreed to it in 2023, including an ownership stake in Inter Miami when he retires. His contract runs until 2025 with an option for 2026.

“I won’t give you the exact number, but before Messi it was very dominant in the US. After Messi, things have changed significantly,” said Apple Senior Vice President Eddy Cue on Messi’s impact on Apple subscriptions and viewership before the season. “He had a significant number of subscribers from South America and Europe. So it was a big change.”

Messi, eight-time Ballon d’Or winner and Argentinian World Cup champion, is one of five finalists for MLS MVP. He returns to action on Saturday when Inter Miami faces Atlanta United at Mercedes-Benz Stadium in Atlanta for the second match of their best-of-three, first-round series.