The recent surge in Major League Soccer’s sponsorship revenue, while partly fueled by Lionel Messi’s arrival, points to a deeper, more sustainable trend: a revitalization of marketing and sponsorship strategies across the league, especially among its older clubs. While Messi’s impact on Inter Miami’s finances is undeniable, with a staggering increase in sponsorship revenue from $55 million in 2022 to an estimated $200 million in 2024, the league’s overall 13% year-over-year growth and 44% growth over two years suggests a broader, league-wide phenomenon. This growth coincides with the arrival of ambitious ownership groups over the past decade and a renewed focus on attracting and retaining top talent, both on and off the field. The league’s older clubs, those established in the 1990s, are leading the charge in securing new sponsorship agreements, indicating a shift in their approach to revenue generation.
This resurgence in sponsorship activity isn’t solely attributable to Messi’s star power. Rather, it reflects a growing sophistication in the business operations of MLS clubs. Teams are investing more heavily in their marketing departments, recruiting experienced revenue leaders from other leagues, and implementing more sophisticated partnership strategies. This strategic investment in personnel and infrastructure is paying off, allowing clubs to capitalize on the increased interest in MLS generated by Messi’s arrival and the upcoming 2026 World Cup. The combination of star power and savvy marketing is creating a virtuous cycle, attracting more sponsors and further fueling the league’s growth.
Beyond individual club efforts, the league’s global streaming deal with Apple TV is poised to become a significant driver of future sponsorship revenue. By providing worldwide access to MLS matches, Apple TV’s MLS Season Pass is expanding the league’s reach to a global audience, making it increasingly attractive to international sponsors. This global visibility, coupled with the strategic acquisition of internationally renowned players, positions MLS to outperform other American professional sports leagues in attracting foreign sponsors. The potential to tap into a global market represents a significant advantage for MLS and its clubs.
The focus on acquiring top-tier talent extends beyond Messi. While no other player currently commands the same global social media following, the collective impact of multiple star players distributed across various teams can significantly enhance the league’s overall appeal to potential sponsors. Each new star player brings their own dedicated fan base, expanding the league’s reach and creating new opportunities for sponsorship engagement. This strategy allows clubs to leverage the individual followings of players to broaden their fan base and attract new sponsors.
The distribution of high-value sponsorship deals across different clubs further reinforces the league’s overall growth. While Inter Miami benefits immensely from Messi’s presence, other clubs are also securing lucrative naming rights agreements for stadiums, training facilities, and club/suite levels. This demonstrates that the benefits of the league’s rising tide are lifting all boats, with multiple clubs experiencing significant revenue growth. The diversification of sponsorship revenue across the league indicates a healthy and sustainable growth trajectory.
In summary, the current surge in MLS sponsorship revenue is not solely reliant on the Messi effect. While his arrival has undoubtedly amplified interest in the league, the underlying story is one of strategic investment, improved marketing operations, and a growing global reach. Older clubs are embracing new strategies, attracting seasoned marketing professionals, and capitalizing on the league’s growing popularity. The Apple TV partnership is opening doors to international sponsors, and the strategic acquisition of star players is broadening the fan base. This combination of factors positions MLS for continued growth and solidifies its position as a major player in the global sports landscape.
