MIAMI.- Propelled by the impact of Lionel Messithe MLS set record attendance figures and increased its sponsorship income this season.
At the end of the regular season, the United States Soccer League reported that it registered a 5% increase in attendance at stadiums during the last year, with a total accumulated of 11.45 million spectators. This reflects an increase of 14% compared to 2022.
Two games exceeded 70,000 spectators and five games exceeded 50,000. A game in April at Arrowhead Stadium drew 72,610 to watch Messi and Inter Miami take on Sporting Kansas City.
The average attendance was 23,234 spectators, a record number. Ten clubs set or equaled attendance records, plus a record 213 sold-out matches.
Even excluding Messi’s away games, the average attendance figures would still have been the best in MLS.
The league expects about 12 million fans to attend games this season, including the playoffs, which start this week.
There is no doubt that Messi is the big attraction. The Argentine star — eight-time Ballon d’Or winner — is the favorite to win the Most Valuable Player award for a season in which he scored 20 goals and contributed 10 assists in just 19 games.
Inter Miami won the Supporters Shield trophy for scoring the most points during the regular season with 74 points, one more than the record that New England set in 2021.
“There is no doubt that it exposed us to a global audience and has piqued the interest of sports fans in our country,” said Chris McGowan, director of club performance and optimization at MLS. “Our teams have done an incredible job of taking advantage of it and understanding that footballers don’t play forever. “Having the best footballer in history in our league is something that we have to capitalize on to the maximum.”
Beyond the “Flea”
While Messi has had an immense impact on the league’s growth after signing with Inter Miami last year, McGowan cited other factors, such as a better stadium experience.
“People are enjoying a great atmosphere coming to our games across the league,” McGowan said. “It’s a euphoric audience. There are many things happening. “There is a good time every Saturday night and people are noticing.”
The success of the league is not limited to attendance.
MLS also reported a 13% increase in sponsorship revenue. A total of 18 new members joined the MLS this year.
The league also grew on its social and digital networks, with increases of 26% in followers on TikTok, 21% on YouTube and 10% on Instagram.
The playoffs start on Tuesday with the wild card rounds. Atlanta United and Montreal will meet to define the rival of Messi and Inter Miami in the first round.
Portland will host Vancouver in the other wild-card matchup on Wednesday.
