Apple's New iPlayer: Messi Boots Up Soccer in the U.S.

Mateo Stupicic -

Lionel Messi, one of the greatest footballers of all time, has recently made a move to the United States to play for Inter Miami in Major League Soccer (MLS). This move has not only impacted the US soccer scene but also has a significant connection with Apple. Messi's move to the US is expected to boost the popularity of soccer in the country, and his deal with Inter Miami includes an option for part-ownership of the club and a cut of revenue from new subscribers to Apple TV’s MLS Season Pass streaming service[1].

👀 Key Takeaways

  • Apple has acquired the MLS rights in a ten-year, US$2.5 billion global broadcast partnership, marking a significant shift in the sports industry towards digital streaming platforms[1].
  • Lionel Messi, one of the greatest footballers of all time, has moved to Inter Miami, a decision that has significantly impacted soccer in North America[2][3].
  • Apple's acquisition of MLS rights and Messi's move to Inter Miami are expected to have a profound impact on the World Cup 2026 and other US sports leagues[1][4].
  • Apple's deal with MLS represents its biggest move in sport to date, and it is expected to experiment with technology and marketing for a major sports league[1].
  • Messi's move to Inter Miami is expected to boost the popularity of soccer in the US, especially with the younger, more digitally native audiences[3].

📣 Marketing Brilliance

  • Apple's acquisition of MLS rights provides the company with more premium sports content for its subscribers, building on the recent deal it secured with Major League Baseball (MLB)[1].
  • The deal is global, providing Apple with the scale that global streaming platforms prefer, and giving the company a foothold in a rapidly-growing soccer league[1].
  • Apple will now have the opportunity to experiment with technology and marketing for a major sports league, developing a framework that could be adapted for other properties further down the line[1].
  • Messi's move to Inter Miami is expected to boost the popularity of soccer in the US, especially with the younger, more digitally native audiences[3].
  • Apple is planning to heavily promote the league across its platforms, including iOS, which has just received a slew of new sports-specific features[1].
  • Messi's arrival in the US has been marketed as a historic moment for the sport in the country, with Apple's senior vice president of Services stating that they couldn't be more excited to give fans around the world the opportunity to watch Messi on MLS Season Pass[2].

🏆 World Cup 2026 is coming fast

  • The World Cup 2026, which the US is co-hosting with Canada and Mexico, is expected to be the biggest yet, with the tournament expanding to 48 teams and 80 games[4].
  • The World Cup 2026 is expected to have a profound impact on the growth of soccer in North America, with more children likely to sign up for rec soccer that year, or more players may show up to varsity tryouts in high school[4].
  • The decade-long length of the Apple-MLS deal provides a degree of certainty, but it does mean that the league is in no immediate position to capitalise on any explosion of interest that may result from the 2026 Fifa World Cup[1].
  • Messi's decision not to play in the 2026 World Cup could potentially impact the tournament's popularity[2].

💡 Apple's bet on Soccer

  • Apple's acquisition of MLS rights is a significant move in the sports industry, marking a shift towards digital streaming platforms for sports content[1].
  • Apple's deal with MLS represents its biggest move in sport to date, and it is expected to experiment with technology and marketing for a major sports league[1].
  • Messi's move to Inter Miami is a landmark decision that has changed the face of soccer in North America[3].
  • Messi's move to Inter Miami is expected to boost the popularity of soccer in the US, especially with the younger, more digitally native audiences[3].
  • Apple is planning to heavily promote the league across its platforms, including iOS, which has just received a slew of new sports-specific features[1].

🧩 How it will affect the Big 4?

  • The success or failure of the secretive MLS-Apple partnership is being closely tracked by rival leagues and TV networks, a sign of its enormous potential[5].
  • If the MLS-Apple partnership proves successful and more sports leagues follow, that could be a game, set, match for the struggling regional sports network (RSN) model[5].
  • The shift towards digital streaming platforms for sports content could potentially impact other US sports leagues, forcing them to adapt to the changing landscape[1][5].
  • The increased popularity of soccer in the US, driven by Messi's move to Inter Miami, could potentially impact other sports in terms of viewership and popularity[3].
  • Messi's deal with Inter Miami includes an option for part-ownership of the club and a cut of revenue from new subscribers to Apple TV’s MLS Season Pass streaming service, showing a unique business model that combines sports and entertainment[1].

🦋 Butterfly Effect

  • Apple's acquisition of MLS rights and Messi's move to Inter Miami represent significant shifts in the sports industry, marking a move towards digital streaming platforms for sports content and boosting the popularity of soccer in the US[1][3].
  • These events are expected to have a profound impact on the World Cup 2026 and other US sports leagues, potentially changing the landscape of sports in the US[1][4].
  • The success or failure of the MLS-Apple partnership could potentially impact other US sports leagues, forcing them to adapt to the changing landscape[5].
  • The increased popularity of soccer in the US, driven by Messi's move to Inter Miami, could potentially impact other sports in terms of viewership and popularity[3].

🤯 Enter the Thinking Zone

  • What if Apple's MLS partnership sparks a tech giant race for exclusive sports broadcasting rights?
  • What if Messi's MLS move fails to significantly boost soccer's popularity in the US?
  • What if the US national soccer team achieves remarkable success in the 2026 World Cup?
  • What if the "Big 4" US sports leagues face declining viewership due to soccer's rising popularity?
  • What if younger, digitally native audiences shift their preference away from soccer?
  • What if Apple introduces augmented or virtual reality experiences for MLS matches?
  • What if Messi's ownership and revenue-sharing model becomes a trend among top players?
  • What if MLS starts to rival European leagues in quality and popularity?
  • What if the MLS-Apple partnership sets a new standard for sports broadcasting worldwide?

The landscape of sports in the US is changing, driven by significant events such as Apple's acquisition of MLS rights and Messi's move to Inter Miami. These events represent a shift towards digital streaming platforms for sports content and a boost in the popularity of soccer in the US. As we look towards the World Cup 2026 and beyond, it's clear that these events will have a profound impact on the future of sports in the US. It's an exciting time for sports fans, as we witness the evolution of the sports industry in real-time which will be cover in the rest of the article.