MLS Reintroduces Lionel Messi's TikTok Camera Following His Signing
The Major League Soccer (MLS) is experiencing a surge in viewership, with football legend Lionel Messi playing a significant role in this growth.
MLS Commissioner Don Garber announced that the league is averaging 120,000 unique viewers per Season Pass stream in 2025, marking an "almost 50%" increase over last year. This upward trend is particularly noticeable in the MLS' partnership with TikTok, a platform that has been instrumental in engaging a younger audience.
In April, MLS and TikTok announced a multiyear partnership. This collaboration has led to innovative initiatives, such as the vertical format TikTok livestream, which will feature a Messi-focused camera tracking the Argentine superstar throughout the game.
The popularity of this unique approach was evident in Messi's TikTok livestream during Inter Miami's August 2, 2023, Leagues Cup matchup against Necaxa. The stream, dubbed "Player Spotlight: Messi", drew more than 6.4 million live views across the MLS and Inter Miami TikTok accounts combined.
This figure reflects the popularity of Messi, with Inter Miami, his current team, seeing an increase in new fans. The vertical format of the livestream, complete with custom graphics, proved to be a hit among viewers.
Moreover, the 2025 Leagues Cup features a bracket system with 18 teams each from Liga MX and MLS, resulting in four quarterfinal matchups between Mexican and North American teams. Messi's participation in these matches is not in jeopardy, and fans can look forward to more exciting moments from the football icon.
MLS is also focusing on converting Inter Miami's TikTok followers into MLS game viewers. To achieve this, they are employing content recommendation and personalized marketing initiatives, with a focus on Messi's remaining time in the league and the upcoming World Cup in North America.
The success of the TikTok livestream is not a one-off event. MLS has launched a new Sunday Night Soccer tentpole, which has been ongoing. They rolled out a similar offering in October 2024 and drew 6.4 million viewers.
In conclusion, the MLS' partnership with TikTok and the innovative "Player Spotlight: Messi" stream have contributed to a significant increase in viewership. With Messi's star power and MLS' strategic approach, the future looks promising for the league.
People are increasingly turning to social media, specifically TikTok, for entertainment, with football and sports, particularly the Major League Soccer (MLS), gaining a significant following. This is evident in the success of the MLS' collaboration with TikTok, such as the innovative "Player Spotlight: Messi" stream, which has drawn millions of live views.
