MLS Reinstates Lionel Messi's TikTok Camera After Previous Hiatus
MLS Kicks Off 2025 Season with Increased Viewership and Lionel Messi's Debut in Leagues Cup
The Major League Soccer (MLS) is off to a strong start in the 2025 season, with an average of 120,000 unique viewers per Season Pass stream, marking a significant increase of almost 50% over last year. This growth is a testament to the league's strategic partnerships and innovative approaches to content delivery.
One of the key factors contributing to this surge in viewership is the introduction of distribution agreements with major players like Comcast, DirecTV, and T-Mobile. Additionally, MLS has expanded the accessibility of its Season Pass on Android devices, making it easier for fans to follow their favourite teams.
The league is also leveraging technology to enhance the viewing experience. The MLS Season Pass livestream will be presented in a mobile-friendly vertical format with custom graphics, providing a seamless experience for viewers on the go.
The spotlight of the season, however, is the participation of Lionel Messi in Inter Miami's upcoming Leagues Cup match. Messi, who made his MLS debut in 2023, will be competing in the Leagues Cup for the first time this year. The tournament features a bracket system with 18 teams each from Liga MX and MLS, promising intense competition.
To further engage fans, MLS is using the Inter Miami-TikTok partnership to convert TikTok fans into MLS game viewers. Lionel Messi will participate in a TikTok livestream during Inter Miami's Aug. 2 Leagues Cup matchup with Necaxa. Four Messi cam streams, named "Player Spotlight: Messi", are planned for this year, offering fans a unique, up-close view of the Argentine superstar throughout the game.
The success of these TikTok livestreams featuring Messi is evident. The livestream for his playoff debut game, broadcasted through this format, became the most widely viewed sporting event in Apple history. The current viewer metric for these streams records an average of over 6.4 million live views, making them the largest live audience for a U.S. sports event on TikTok last season.
MLS is also focusing on content recommendation and personalized marketing initiatives to attract newcomers, with a focus on Messi's remaining time in the league and the upcoming World Cup in North America.
As the season unfolds, it's clear that MLS is committed to providing an engaging and accessible viewing experience for its fans, with a strong emphasis on leveraging technology and strategic partnerships to drive growth and innovation.
[1] MLS Press Release, "MLS and TikTok Announce Four 'Player Spotlight: Messi' Broadcasts for 2025 Season", Link [2] MLS Press Release, "MLS Season Pass Access Expanded on Android Devices", Link [3] MLS Press Release, "MLS Averaging 120,000 Unique Viewers per Season Pass Stream in 2025", Link
- People are eagerly anticipating the MLS 2025 season's entertainment aspect, particularly with the addition of Lionel Messi's debut in the Leagues Cup, promising a unique viewing experience.
- To cater to growing interest in sports, such as football, MLS has successfully expanded the accessibility of its Season Pass on Android devices and formed distribution agreements with major players, further enhancing entertainment options for fans.
