TL;DR
- MLS total attendance in 2025: 11.2 million, a new record.
- Digital impressions across league + clubs: 13.7 billion (+17%)
- Big-name signings — from Messi and Suárez to Heung-Min Son (LAFC) and Thomas Müller (Vancouver Whitecaps)— continue to drive global attention and deepen MLS’s international storylines.
- Sponsorships and streaming revenue see double-digit growth via Apple TV and new brand partners.
- While some clubs saw dips, the league’s overall business trajectory remains strong.
2025–26 Update: The MLS Business Momentum Continues
As the 2025 campaign wraps up, Major League Soccer is increasingly looking like a major player in the U.S. sports economy. League-wide attendance has surpassed 11 million, sponsorship revenue is up again, and digital engagement is setting new highs.
The blockbuster move of Heung‑Min Son to LAFC this summer alone underscores MLS’s growing global credibility — Son scored nine goals in his first ten games and helped spark fresh broadcast deals in South Korea.
On top of that: big-star signings, rising youth participation, and global streaming (via MLS Season Pass on Apple TV) are collectively pushing MLS beyond novelty status toward a business built for scale.
MLS Business Growth | From Late Summer 2024, When the Story Took Off
Anyone who had doubts about the prosperity of Major League Soccer in the United States over the years should think again. What was once considered a minority sports league has now grown to compete at some level with other elite leagues like the NFL and NBA.
This current campaign has been particularly spectacular for the MLS. The league has continued to grow in terms of attendance, sponsorship revenue, merchandise sales, and social media engagement. MLS Business is booming!
The Messi Effect
2023 will forever be a year to remember for soccer fans in the United States, with the arrival of Lionel Messi, arguably the greatest soccer player of all time. Despite arriving mid-season, the Messi effect was evident across the board, from social media following to ticket sales.
All teams experienced a surge in ticket sales for games against Inter Miami, as thousands of US soccer fans hoped to watch Messi in person. Inter Miami also saw a stunning surge in social media following and increased merchandise sales. Now in his second year with Inter Miami and his first full MLS campaign, the momentum has continued to surge.
Of course, much of the credit goes to the eight-time Ballon d’Or winner. But Jen Cramer, EVP of partnership marketing at MLS, believes Messi’s arrival is just one of a few factors causing this sudden growth. The league’s partnership with Apple, now in its second year, and the arrival of more international stars, such as Messi’s former Barcelona teammate, Luis Suarez, and World Cup winner, Olivier Giroud, have also played a role. Soccer is experiencing a wave of development at the youth level in the US, leading to an influx of young, promising talent into the MLS.
MLS Attendance Records
MLS attendance is at a record high as the second half of the season gets underway. As of July, 8.3 million fans have attended MLS games this season, the most mid-season tally in the league’s history by far. The average attendance is also higher than ever, with over 23,000 fans attending the games live. Additionally, six games have drawn 60,000+ fans, seven have drawn 50,000+, and 21 have drawn no fewer than 40,000.
In terms of stadium capacity, gone are the days of scanty spectators. On average, stadiums are filling a whopping 94% of their capacity for MLS games. 149 matches were also sold out before the All-Star break, a new mid-season high.
Lionel Messi’s presence in the US has been the catalyst, drawing a significant portion of the crowd this season. However, league attendance has continued to hold steady despite Miami’s captain’s absence on the pitch after he suffered an ankle injury during Argentina’s Copa America triumph in July.
The 37-year-old is set to return later in September and in time for the playoffs, which means even more good news to the league from a business perspective. With experts predicting the decorated superstar will lead his team to MLS Cup glory at the end of the year, we should expect record attendance during the playoffs as well.
Major League Soccer Sponsorships
Heightened interest will always bring in sponsors, which has been the case with the MLS this season. League partnership revenue surged 17% by the end of the 2023 season. However, as of February 2024, the start of the current campaign, revenue had already increased by 15% compared to the previous year. According to reports, the league has added 17 new partners this year alone, including Apple-owned Beats by Dre, which announced its partnership with Messi this past summer.
MLS teams have also seen a 10% increase in club sponsorship revenue in the current campaign compared to last season.
Merch Sales
If there’s one thing Messi almost single-handedly caused in the MLS, it’s a surge in retail sales. According to league sources, jersey sales on MLSstore.com were up 17% since Messi’s arrival in July 2023.
As expected, the Argentinian topped the list for most jersey sales among all players in the MLS. He is also Adidas’ best-selling individual player globally. The league’s top 25 best-sellers list includes fourteen different nationalities, showcasing the growth and diversity of the MLS.
Digital Growth Helps Drive MLS Business Success
The MLS is also experiencing a surge in online engagement across all its social media platforms. By mid-season, the league had garnered more than 400 million social media engagements since the start of the season. According to league sources, that’s a +230% increase compared to last year.
The league added more followers across social media platforms than any other major men’s North American sports league. Since the start of the current campaign, the MLS has added 566,000 new TikTok followers (up 17%), 180,000 new YouTube subscribers (up 14%), and 328,000 new Instagram followers (up 8%) as of the All-Star break.
Additionally, the franchises are experiencing a surge in social media engagement, too, with Inter Miami leading the way. The 2023 Leagues Cup Winners recently became the most-followed North American sports team on TikTok and are only behind the Golden State Warriors and Los Angeles Lakers in total followers.
Soccer is on the Rise in the US
If these metrics tell us anything, it’s the tale of a growing sport in the US and its bright future. While Major League Soccer may never overtake the NFL, at least for the foreseeable future, it’s evident that more Americans are tuning in to watch soccer than ever before.
As the MLS continues to grow and the 2026 FIFA World Cup, the world’s biggest sporting event, is set to be held in North America, soccer could quickly become one of the top three sports in the country.
Still, not every number points upward — and that’s part of the story. We explore those headwinds in our companion article, “Is MLS Losing Its Momentum?“
FAQ
Q: How many people attended MLS games in 2025?
About 11.2 million fans attended games league-wide — a record total, even with some clubs seeing small declines.
Q: What is the “Messi Effect” in MLS?
Messi’s 2023 arrival sparked global attention, record jersey sales, and sold-out stadiums. Two years later, his influence continues to drive the league’s international reach.
Q: How is the Apple TV deal performing?
MLS Season Pass continues growing globally, expanding MLS visibility beyond U.S. broadcast limits and helping the league capture younger digital audiences.
Q: Which teams are leading business growth?
Inter Miami, LAFC, Atlanta United, and St. Louis City SC lead in attendance and merchandise. New signings, such as Thomas Müller in Vancouver and Son in LAFC, are helping markets spike.
Q: Can MLS keep growing after 2026?
Yes, if it continues to develop homegrown stars, maintain competitive parity, and convert World Cup attention into long-term fandom.
Reach high-intent sports + business readers?
Sponsor a post — Email us here for curated placements, contextual exposure, and brand visibility.
Content Disclaimer: Our articles and podcasts, including those on sports betting, are for entertainment and informational purposes only and are not intended to promote or endorse betting. If you choose to bet, we urge you to do so responsibly. Help is available for those facing challenges with gambling. Contact the National Problem Gambling Helpline at 1-800-522-4700 or visit ncpgambling.org. North Carolina residents can also find resources at More Than a Game. If you need immediate assistance, call 1-800-GAMBLER. For more details, see our full disclaimer.
Content Disclosure: Some content on this website may include links to third-party products, services, or websites. While we may or may not receive compensation for the time and effort spent curating and creating this content, we do not receive payment specifically for the sale of products. We only share content and resources that we believe offer value to our readers and align with our editorial standards. All opinions expressed are our own, and any content or links are subject to review for quality and relevance. For more details, see our full disclaimer.