Lionel Messi is set to take center stage in an exclusive TikTok livestream during Inter Miami’s Leagues Cup match against Necaxa on August 2. This exciting event is part of Major League Soccer’s (MLS) ongoing strategy to broaden its audience and engage fans more effectively. The move highlights how soccer is not just a game; it’s becoming a cultural phenomenon that resonates with younger audiences.
Picture this: a camera dedicated solely to Messi will follow the 38-year-old Argentine superstar throughout the game, delivering an immersive experience that fans can enjoy on their mobile devices. The format is vertical, designed specifically for TikTok, complete with eye-catching graphics. Last October, a similar offering captured the attention of 6.4 million viewers across MLS’s and individual teams’ TikTok pages. That game, in fact, marked Messi’s playoff debut and subsequently became Apple’s most-watched sporting event to date. Excitingly, this is just the first of four Messi-centric streams labeled “Player Spotlight: Messi” planned for this year.
Seth Bacon, MLS’s Executive Vice President of Media, emphasized in a recent interview that the league is deeply focused on fan growth. “Everything we’re doing is centered around expanding our fanbase,” he explained. “Our approach is simple: if the fans are there, we want to be there too. While everything is accessible on Apple, we’re actively seeking out other avenues to make sure you’ll find us and experience the action firsthand.”
As the league enters its third season under a monumental $2.5 billion partnership with Apple, several strategies are in play to maximize fan engagement. A new weekly highlight show called *Sunday Night Soccer* has been rolled out, and access to the MLS Season Pass has been expanded on Android devices. Additionally, the league has forged distribution agreements with Comcast, DirecTV, and T-Mobile, ensuring that fans have multiple ways to tune in. Some games are even available on Fox networks and subsequently on regional sports platforms, while select matches can be streamed within the EA Sports FC mobile app. The *Sunday Night Soccer* broadcast now reaches a staggering 260 million households globally, underscoring the league’s ambition to reach audiences far and wide.
MLS Commissioner Don Garber shared promising news that the league is averaging about 120,000 unique viewers per Season Pass stream as of 2025—a nearly 50% increase compared to the previous year. This remarkable growth can be credited, in large part, to strategic partnerships and increased content availability.
Earlier this year, MLS and TikTok announced a multiyear partnership aimed at bringing not only live match highlights but also fan reactions and interactions directly to the platform. It’s a win-win scenario: fans get real-time updates and immersive experiences, while MLS capitalizes on the immense reach of social media.
Speaking of highlights, the MLS All-Star Game took place recently in Austin, where MLS All-Stars faced off against Liga MX’s best. Although Messi and his teammate Jordi Alba were expected to participate, they ultimately sat out, which left fans wondering what this meant for the upcoming Leagues Cup match—thankfully, Messi is expected to take the field and entertain during the TikTok livestream.
This year’s Leagues Cup features an exciting new format, with 18 teams from both Liga MX and MLS competing in a bracket system leading to four thrilling quarterfinals. Messi’s involvement could play a critical role in driving not only viewership for his team but also in fostering interest in soccer across North America.
When Messi entered MLS in 2023, it marked a new chapter for the league. According to Seth Bacon, the buzz surrounding Inter Miami has skyrocketed, leading to new fans discovering the league through TikTok. Currently, the club boasts an impressive 12.1 million followers—roughly six times more than what teams like the Florida Panthers, Miami Heat, and Miami Marlins have combined. The MLS is strategically working to convert these curious onlookers into loyal fans who tune in for more than just Messi’s games, gaining a fuller appreciation for the league as a whole.
To further enhance engagement, MLS is focusing on personalized marketing strategies and content recommendations aimed at newcomers, especially with the World Cup being hosted in North America next year. “We’re ready to guide fans in various directions,” Bacon stated, capturing the essence of MLS’s vision. “Our aim is to entertain and connect with people, no matter where they’re starting from.”
If you’re a fan wondering how to dive deeper into the world of soccer, whether it’s through casual viewing or passionate fandom, the league is paving the way for a more engaging experience. As Messi’s journey with MLS unfolds, expect more exciting engagement opportunities that invite you to be part of the soccer narrative.
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