League Sets Midseason Records for Attendance, Social Media Engagement, Sponsorship Revenue, & Retail Sales
NEW YORK, July 22, 2024 /PRNewswire/ -- As Major League Soccer enters its midseason All-Star break, the league continues to deliver record-setting growth for attendance, corporate sponsorship revenue, retail sales, and social engagement.
Following a record season in 2023 that saw new highs across key business metrics, MLS' momentum continues in 2024. Among the key drivers of the continued surge are the second season of the league's partnership with Apple, Lionel Messi's second year with Inter Miami, the arrival of new international stars, and the ongoing influx of dynamic young talent from MLS academies and throughout the world. Additionally, the introduction of two new rules -- Off-Field Treatment Rule and Timed Substitution Rule – has generated additional interest among soccer fans. The league is also seeing the impact of last year's inaugural Leagues Cup tournament as each MLS club secured 5,000 new fan records as a result of the in-season tournament.
ATTENDANCE
Midway through the season, MLS has achieved record attendance numbers driven by Clubs creating more unique fan friendly ticket packages and game day experiences. Consumer research also indicates the league's strategy of consistent start dates and times with the majority of games on Saturdays plus select Wednesdays has positively impacted attendance.
SPONSORSHIP
Along with record-setting attendance, new corporate sponsors and revenue continue to grow at record levels. Throughout the properties of MLS and Soccer United Marketing -- the League's commercial arm -- many prominent companies spanning various industries have signed on as sponsors of MLS and SUM properties during the first half of 2024.
RETAIL
Soccer fans continue to purchase MLS merchandise in record numbers. Jersey sales have grown by 17% over 2023 at MLSstore.com, establishing record-breaking sales. Lionel Messi ranks No. 1 on the list of top-selling MLS jerseys in the league and continues to rank No. 1 globally for adidas in jersey sales of individual players. Among the league's 25 top-selling jerseys through MLSstore.com, there are 14 different nationalities, 10 MLS All-Stars from 2023, and six players aged 23 or younger.
SOCIAL & DIGITAL
In addition to new records being established in attendance, sponsorship and consumer products, MLS also is setting highs across its social and digital platforms. Engagement on League and Club social channels are at an all-time high and have received over 400M social interactions in 2024 to date, a +230% rise vs. last season. Key metrics on the league's social and digital platforms include:
Major League Soccer's All-Star takes place July 24 when the MLS All-Stars take on the LIGA MX All-Stars at Lower.com Field in Columbus Ohio. The second edition of Leagues Cup kicks off July 26 with every MLS and LIGA MAX club competing in the month-long tournament. The MLS All-Star Game and Leagues Cup are available on MLS Season Pass on the Apple TV app on Apple devices, smart TVs, streaming devices, set-top boxes, and game consoles, and the web at tv.apple.com.
About Major League Soccer
Headquartered in New York City, Major League Soccer -- celebrating its 29th season in 2024 -- features 30 clubs throughout the United States and Canada, including a new expansion team in San Diego that will debut in 2025. All MLS, Leagues Cup, and select MLS NEXT Pro and MLS NEXT matches can be watched through MLS Season Pass, available on the Apple TV app on Apple devices, smart TVs, streaming devices, set-top boxes, and game consoles, and the web at tv.apple.com. MLS Season Pass features the most expansive and accessible lineup of programming ever for MLS fans. For more information about MLS, visit mlssoccer.com. For more information about the Apple TV app, visit apple.com/apple-tv-app.
Media Contact:
Peter O'Brien
Corporate Communications
Major League Soccer
Peter.OBrien@MLSsoccer.com
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SOURCE Major League Soccer