MLS Sets New Attendance Record With Popularity Soaring Beyond Lionel Messi

The so-called “Messi effect” was responsible for the most popular MLS season up to 2023, boosting sports betting handles across the US, bringing viewership to record numbers, and increasing ticket sales.

The growth has continued, and today, we’re seeing how MLS growth goes beyond the Messi effect as MLS has broken its previous attendance record, attracting over 11 million fans to stadiums across the country.

Inter Miami set an all-time MLS attendance record in April when they won 3-2 over Sporting Kansas City at Arrowhead Stadium, with 72,610 fans watching.

Lionel Messi's move to the MLS in the summer of 2023 was a transformative moment in American “soccer.” The seven-time Ballon d'Or winner's arrival generated global headlines.

It brought international fans to watch the final chapter of the Argentinean legend as he went from playing football in Europe to playing soccer in the United States and The Herons’.

His presence elevated Inter Miami's visibility and drew new fans to MLS matches on television and in stadiums.

This led to record ticket sales for Inter Miami games, where matches sold out within minutes of being announced. It also caused a spike in viewership numbers as sports fans, especially those from overseas, tuned in to watch Inter Miami play.

Fans began placing more bets on the MLS matches and futures for Inter Miami to win the MLS, an extra layer of engagement that increased the sports betting handle for football in the US and brought more viewers, setting record television viewership numbers.

MLS Expanding to 30 Teams in 2025

While the superstar’s arrival sparked the MLS boom in 2023, the MLS growth in 2024 is a broader phenomenon driven by various factors beyond Messi. Over the last decade, MLS has steadily expanded its footprint, bringing professional football to cities that were previously untapped markets for the sport.

Recent expansions include clubs in Charlotte, Nashville, and St. Louis, each of which historically have been mediocre markets in terms of professional American sports.

The new football teams, Charlotte FC, Nashville SC, and St. Louis City SC, have been embraced by enthusiastic support in their local market. San Diego FC is set to join as an expansion team in 2025, bringing the league to a total of 30 teams. This number is comparable to other American sports leagues, such as the NBA, NHL, NFL, and MLB, all range from 30 to 32 teams in total.

Improved Infrastructure, American Players, and Media Distribution Pave the Way for Long-Term Growth of the MLS

As evident by the recent record of over 11 million fans attending matches live, the expansion of the MLS has been a success. More teams see a need to upgrade current facilities and explore new existing arenas to host games.

Many MLS clubs have built football-specific stadiums, creating a more intimate and fan-friendly vibe that enhances the overall fan experience. Teams like Austin FC, Atlanta United, and LAFC are leading the way with their cutting-edge stadiums, and they're regularly packing them to the brim with fans. The success of these clubs shows how MLS has a working strategy of appealing to passionate local fan bases while delivering an exciting game-day atmosphere unique to football. As more teams upgrade their facilities, more fans will surely follow.

The surge in attendance and fan engagement isn't solely attributed to the allure of international stars like Messi. Homegrown talent has played a significant role in elevating the league's popularity. MLS has become a fertile ground for developing young American players who are now succeeding in MLS and making a name for themselves on the global stage. Players like Christian Pulisic, Tyler Adams, and Weston McKennie honed their skills in MLS academies before making the leap to Europe, where they now represent the United States in prestigious leagues like the England Premier League, La Liga, and Serie A. As a result, football fans are following the MLS for up-and-coming international players.

MLS's 10-year deal with Apple TV+ has also contributed to the league's popularity, making it even easier for fans worldwide to watch the games. The launch of the MLS Season Pass in 2023 meant that anyone, anywhere, could stream live matches. Pair that accessibility with Messi's arrival; it was the perfect recipe for skyrocketing viewership and attention on the league. Many people have continued to watch MLS on Apple TV+ even after the hype of Messi’s arrival.

Football is becoming increasingly popular in the US, and MLS's smart moves with expansion and stadium investments keep it on a path to long-term success. As 2024 wraps up with the playoffs ending in December, the league is still riding high and yet to experience its most significant moments of the season, with more records to be broken before the victorious team hoists the Anschutz Trophy on December 7.