In the evolving landscape of American soccer, Major League Soccer (MLS) is making strategic moves that not only reflect its growing popularity but also aim to solidify its position in the competitive sports market. One of the most significant developments is MLS’s partnership with OneFootball, a German digital media platform. This collaboration is set to transform how fans engage with the league by providing access to match highlights, statistics, and a variety of content that can be enjoyed globally.
As part of this deal, MLS will gain a stake in OneFootball, joining a roster of high-profile investors that includes prestigious European clubs such as Real Madrid and FC Barcelona. While the specific terms of this investment remain undisclosed, the implications are clear: MLS is committed to expanding its audience and capitalizing on the surge in interest surrounding soccer in the United States, particularly since the arrival of superstar Lionel Messi.
Seth Bacon, MLS’s executive vice president of media, highlighted the league’s aim to capture new fans and deepen consumer engagement through innovative partnerships. “OneFootball certainly ticks those boxes,” Bacon stated, underscoring the platform’s expansive reach and creative approach to covering soccer. This partnership comes at a time when Messi’s presence has noticeably boosted MLS’s attendance figures and sponsorship revenue, according to league data. Even with Messi’s recent injury sidelining him for part of the season, the momentum continues, indicating the powerful draw of the Argentine icon.
The global engagement metrics paint a promising picture as well. Since Messi joined Inter Miami, social media interactions related to MLS have surged, particularly on platforms like YouTube and TikTok. This trend not only reflects the growing interest in soccer but also positions MLS as a key player in the American sports landscape, especially with the FIFA World Cup set to take place in the United States in 2026. Patrick Fischer, CEO of OneFootball, noted that Messi’s arrival has revolutionized the game in the U.S. in terms of participation and fan enthusiasm, stating, “It’s a completely different ballgame.”
In a broader context, MLS’s development is particularly noteworthy when compared to other established leagues such as the National Football League (NFL) and the National Basketball Association (NBA). While MLS still trails in viewership and ticket prices, its recent media rights deal with Apple marks a significant milestone. This exclusive global partnership allows fans to access all MLS games through the MLS Season Pass on Apple TV, a strategic move that sets the league apart from its counterparts, which typically rely on multiple media rights partners.
Despite the challenges of measuring viewership statistics—Apple does not publicly release ratings—executives at the tech giant have indicated that interest has peaked, especially following Messi’s entry into the league. Reports suggest that some matches have drawn over a million viewers, pointing to the growing allure of MLS content. “We’re constantly looking at different avenues and different distribution platforms that we think can broaden the reach and awareness of the league,” Bacon remarked, illustrating the league’s proactive approach to expanding its digital footprint.
Furthermore, OneFootball’s role in this equation extends beyond mere content delivery. The platform is poised to leverage data analytics to enhance fan engagement and drive subscriptions. Fischer explained how the company provides tailored content based on user preferences, a feature that traditional social media platforms often lack. “We work with the clubs very strategically when it comes to lead generation, customer data, stuff like that,” he elaborated, showcasing the potential for targeted marketing in attracting and retaining fans.
As MLS continues to innovate and embrace new partnerships, the trajectory of American soccer looks increasingly bright. The combination of Messi’s star power, strategic media alliances, and enhanced fan engagement through digital platforms sets the stage for a robust future. Fans can anticipate not only more exciting matches but also richer content experiences that connect them with the league on a global scale. With the World Cup on the horizon and the growing interest in soccer in the U.S., MLS is navigating a pivotal moment that could redefine the sport’s presence in American culture.
 is solidifying its position in the competitive sports market through its partnership with OneFootball, a German digital media platform. This collaboration aims to revolutionize fan engagement by providing access to match highlights, statistics, and global content. With MLS gaining a stake in OneFootball and the surge in interest surrounding soccer in the United States, particularly with the arrival of Lionel Messi, MLS is committed to expanding its audience. This article explores the impact of this partnership and MLS's proactive approach to expanding its digital footprint, positioning the league as a key player in the American sports landscape.){kind=link}