Apple CEO Tim Cook Celebrates Increase in MLS Subscribers Thanks to Lionel Messi
The addition of soccer legend Lionel Messi to the MLS has resulted in a significant increase in subscribers for MLS Season Pass, with the “Messi Magic” proving to be a game-changer. Inter Miami club owner Jorge Mas confirmed this exponential growth in a tweet.
It’s been a big win for Apple CEO Tim Cook, who is reaping significant rewards as a strategic sports broadcaster, highlighted by the growing popularity of the MLS Season Pass offering. This increase has been largely facilitated by Lionel Messi’s move to Inter Miami after leaving Paris Saint-Germain. The impact has been so good that CEO Tim Cook posted on Twitter: “Tune in tomorrow to watch Messi and all the Leagues Cup action with #MLSSeasonPass on @AppleTV.”
While Apple won’t disclose exact numbers, CEO Tim Cook acknowledged Messi’s positive impact during a recent earnings call and expressed excitement at the unexpected increase in subscribers. Cook stated: “We are exceeding subscriber expectations and Messi’s presence at Inter Miami has undoubtedly contributed to this success. We are thrilled about it.”
The Messi effect
Inter Miami CEO Jorge Mas said MLS Season Pass subscriptions have more than doubled since Messi’s arrival. Additionally, Spanish-language viewership has exceeded 50% during Messi’s matches, underscoring his impact on both domestic and international audiences.
Diverse fan base and global reach
In addition to announcing a doubling of subscribers, Jorge Mas highlighted the growing fan base for Spanish-language streams on the MLS Season Pass. Every MLS game is broadcast in both English and Spanish, and each has its own commentary team. The fact that during Messi’s matches more than half of the viewers prefer the Spanish stream suggests that Messi is significantly expanding the league’s international and US reach.
Record-breaking number of viewers and subscribers
Apple had previously announced that the MLS Season Pass set new viewership records three times during the week of Messi’s debut. Industry insiders had hinted that the MLS Season Pass was on track to reach one million subscribers before Messi’s arrival. Because of this, the double subscriber reveal now suggests that MLS Season Pass has more than 2 million paying members.
The MLS Season Pass is priced at $14.99 per month, with a discounted price of $12.99 per month for Apple TV+ subscribers. The full season pass can be purchased for $99 or $79 for Apple TV+ subscribers. In addition, season ticket holders receive free access to the MLS Season Pass.
