The recent season of Major League Soccer (MLS) has seen impressive growth in attendance and sponsorship revenue, largely attributed to the so-called “Messi Effect.”
As the regular season concludes, MLS announced a 5% rise in overall attendance compared to last year, tallying a total of 11.45 million fans. This figure reflects a significant 14% jump from 2022.
Notably, two matches attracted over 70,000 spectators, while five games drew in excess of 50,000 fans. One particularly memorable event took place in April at Arrowhead Stadium, where 72,610 fans gathered to witness Lionel Messi and Inter Miami face off against Sporting Kansas City.
The average attendance reached a record-breaking 23,234 per match. Furthermore, ten teams either set or surpassed their previous attendance records, contributing to a remarkable total of 213 sellouts across the league. Even disregarding Messi’s away games, the attendance average would still be the highest in MLS history.
The league forecasts that nearly 12 million fans will attend matches throughout the playoffs, which commence this week.
Lionel Messi, the leading candidate for the MVP award this season, has certainly played a pivotal role in attracting fans. The esteemed eight-time Ballon d’Or winner has already recorded 20 goals and 10 assists in just 19 appearances. Inter Miami also clinched the Supporters Shield in recognition of their top-tier regular-season performance, finishing with 74 points—one above New England, which set the prior record in 2021.
Chris McGowan, who oversees club performance and optimization at MLS, commented on Messi’s influence, stating, “He’s definitely helped to position us on a global stage and sparked interest among sports enthusiasts in our nation.” He added that the league’s clubs have effectively capitalized on this momentum, understanding the importance of seizing opportunities while world-class players such as Messi are still active.
Aside from Messi’s undeniable impact, McGowan highlighted additional elements contributing to the league’s growth, such as the engaging fan atmosphere at stadiums, bolstered by enthusiastic supporter groups.
“Spectators are experiencing a fantastic ambiance at our matches across the league,” McGowan noted. “The crowds are lively and there’s a variety of exciting happenings within the venue, making for an enjoyable Saturday night.”
The league’s growth this season extends beyond fan attendance figures.
On the financial front, MLS, in conjunction with its marketing entity Soccer United Marketing, reported a year-to-date 13% increase in sponsorship revenue, a trend mirrored at individual clubs. This year has seen the addition of 18 new sponsors to the MLS roster.
In terms of digital presence, the league is also expanding its social media followers, with peaks of 26% on TikTok, 21% on YouTube, and 10% on Instagram.
The playoffs kick off Tuesday evening with a wild-card matchup between Atlanta United and Montreal, where the victor will face Messi and Inter Miami in the next round.
Additionally, the Portland Timbers will welcome Vancouver for the other wild-card game on Wednesday.