Last April, MLS signed a huge contract with Apple TV to sell the tournament’s television rights for 10 years. The total value of the copyright package is 2.5 billion USD, an average of 250 million USD per year. What MLS earns from broadcasting rights on Apple TV is a dream number for Ligue 1, the tournament that Messi has been with for 2 years.
Because in the negotiations last May, Ligue 1 organizers only “dared” to ask the station to raise 200 million euros, equivalent to 214 million USD per year.
It is no coincidence that at the time MLS negotiated with Apple TV (April) was also the time Inter Miami activated the deal to recruit Messi. At that time, Apple TV promised to “change the experience for viewers and bring the tournament to a new level”. Perhaps the Messi deal is a way for MLS and its television partners to prove their claims.
Former US player Taylor Twellman (currently a leading MLS analyst), shared with AFP : “Pele changed the sport in North America by introducing people to what soccer is. And Messi will be the one to help elevate MLS, like a ship sending a rocket to the Moon. Thanks to Messi, MLS and America also helped introduce infrastructure for the 2026 World Cup.”
MLS and Apple also hope that the arrival of the 35-year-old, a seven-time Ballon d’Or winner, will create the kind of revenue breakthrough that MLS has never achieved in 27 years.
Eric Wynalda, former US player and current soccer commentator, said: “He is the best and most popular soccer player on the planet. The Messi deal is not only a highlight, but also an opportunity to see greatness.”
Meanwhile, Andrew Zimbalist, a professor at Smith College, specializing in football research, has a more neutral view. He believes that Messi will have an impact, but not as big as expected.
“(MLS) will not be able to compete with the European leagues overnight. Most true soccer fans here will follow European soccer, they won’t focus much on MLS. But Messi will have an impact to start changing that habit.”
