Miami, USA: Lionel Messi’s entrance into Inter Miami’s ranks has proven to be a game-changer not only for the Major League Soccer (MLS) outfit’s fortunes on the field but also for Apple TV’s streaming platform. The signing of the Argentine football legend has reportedly caused a significant surge in MLS Season Pass subscriptions on Apple TV, showcasing the “Messi Effect.”
Inter Miami’s co-owner, Jorge Mas, took to social media to share this remarkable development. According to him, the subscription numbers for MLS Season Pass on Apple TV have more than doubled since Messi’s transition from Paris Saint-Germain (PSG) to South Florida. The impact has not only been on the overall subscription count but also on Spanish-language viewership for Messi matches, which has now surpassed the 50% mark and continues to rise.
While Apple Inc. has not officially disclosed specific figures, CEO Tim Cook indirectly supported Mas’ assertion. In a promotional post, Cook encouraged fans to tune in and watch Messi’s performances, underscoring the growing popularity of the MLS Season Pass on Apple TV+.
The partnership between Apple and the MLS was established earlier this year through the launch of Season Pass on Apple TV+, signifying a 10-year commitment. The collaboration holds strategic importance for both entities, with Apple aiming to enhance the sports fan experience and contribute to the growth of soccer in the US and beyond.
Under this new partnership, the MLS is expected to receive a minimum of $250 million for each season from Apple, a substantial increase from the previous eight-year agreements with Fox, ESPN, and Univision, which reportedly averaged $90 million per season.
Eddy Cue, Apple’s senior vice president of services, highlighted that ,“We’ve looked at sports and acknowledged that there’s never been a better time to be a sports fan, and there’s also never been a worse time to be a sports fan. We have an opportunity with this partnership to make the experience a lot better for fans, and help grow the sport and the league in the US and beyond,”
In the meantime, Lionel Messi has seamlessly integrated into the Inter Miami setup, continuing his impressive goal-scoring streak. In his most recent appearance for Inter Miami, the seven-time Ballon d’Or winner netted a brace, propelling his team to victory over FC Dallas in the League Cup round of 16. With seven goals in just four appearances, Messi’s influence on the team’s performance is undeniable.
Inter Miami is now gearing up to face Charlotte FC in the quarterfinals of the League Cup on Saturday, and fans are eagerly anticipating yet another display of Messi’s brilliance. As Messi’s impact resonates far beyond the pitch, the partnership between Apple TV and the MLS continues to flourish, ushering in a new era of soccer fandom and engagement through digital platforms.
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