MLS Cup breaks records for audience and engagement
MLS's championship game, MLS Cup, was destined for big numbers with Lionel Messi playing for the league title for the first time but the results from head office today show the extent of the performance of Inter Miami v Vancouver Whitecaps last Saturday.
Here's the data: 4.6 million+ viewers across all platforms
Youngest MLS Cup audience ever: 70% of Apple TV viewers under 45
70 minutes of average time spent viewing on Apple TV
Record 798 million social impressions: 532% year-over-year increase
Global reach: Fans in 100+ countries tuned in
The 2025 MLS Cup was viewed by more than 3.6M viewers across Apple TV, MLS Season Pass, TSN, RDS, TNT and HBO Max in Mexico, and other distribution partners.
In the U.S., Nielsen’s Panel-only data shows 994,000 viewers for match coverage across FOX and Fox Deportes. Nielsen is reviewing a potential issue in its Updated Big Data Plus Panel sample that may have underreported viewership on FOX. Final verified figures will be released once that review is complete.
Bigger Picture: Across 29 playoff matches through the Conference Finals, MLS averaged 711,000 viewers, up 23% vs. 2024.
Analysis: All the numbers from MLS playoffs and MLS Cup itself were from streams that were broadcast outside of the old Season Pass paywall. Those numbers for MLS Cup and the playoffs show the potential reach of MLS next season when it moves completely away from the 'Season Pass' subscription model and lives simply as live sports content on the Apple TV platform. The linear deal with Fox has one year left to run under the current agreement and after the 2026 season, MLS could look for a new linear partner. But with Fox building up to the broadcast of the World Cup in June, MLS may yet benefit from some extra soccer attention from its current linear partner.
In terms of social engagement, MLS has been doing some innovative work throughout this season which has gone a little under the radar but which clearly paid off for MLS Cup. MLS's social feeds include 'near live' goals, with highlights posted online in rapid time and even constantly updated 'stories' on each game, updated after each goal. This is proving to be an effective way to reach the Gen-Z audience who look for bite-sized chunks of action and meme-able content to remix. Our own sentiment research showed Messi, Inter Miami and MLS Cup heavily trending on Tik-Tok in particular during the second half of MLS Cup with the sentiment overwhelmingly positive.
While there has been plenty of criticism and skepticism of the MLS-Apple deal. the changing nature of fan consumption of games demands an approach that few traditional linear broadcasters are leaning into and MLS is actually operating close to the cutting edge of modern techniques of audience engagement in a way which set it up well for further growth in the coming years of the deal. The partnerships slogan 'Every Match. Every Screen. Everywhere' reflects the fact that for all the teething problems, the Apple deal does ensure that every MLS game is available globally on phones, laptops, tablets, televisions from one log in. In an era of fragmented rights deals with other major leagues requiring their fans to check the listings (and their subscription status) before every game, the simplicity of the MLS-Apple deal may prove to be its killer, winning detail.
There is though an even bigger picture to take into consideration. Inter Miami are the highest profile club in MLS thanks to Messi and these latest numbers, of course, reflect the appeal of the Argentine superstar. But Vancouver also had Thomas Mueller playing for them, adding some extra star power to the game. Had LAFC been able to make it through to the title game, then Son Heung-min would have brought his Asian fan-base and audience into the picture. It goes without saying that had the final been Colorado Rapids v Philadelphia Union, the numbers would have been very different.
MLS needs to keep developing 'super clubs' and needs to attract more star players who increasingly bring their own fan-base and audience with them, if it is to continue expanding its reach. That requires more owners willing to follow the path of Miami's Jorge Mas and David Beckham and it may require some changes to the roster rules. But in a highly competitive and rapidly changing sports broadcasting and content world, there is no choice for MLS. The audience wants personalities, storylines and stars more than it wants parity among clubs.
Bundesliga and Relevent strategy for U.S market
Every club and every league (and every soccer business) in the world wants to 'break into America' but how to go from being an established and respected property in Europe to being an attractive proposition to the American soccer or sports fan? The Bundesliga is certainly making very effort to complete that journey and I sat down with their Head of Europe and Latam Robin Austermann for this week's podcast to dive deep into the German league's strategy:
In particular we look at the significance of a long-term (17 year!) partnership with New York based Relevent, the importance of building emotional connections with fans, and the innovative broadcasting strategies being employed to reach a wider audience. Robin shares insights into the growth of the Bundesliga's fan base in the U.S. and outlines future goals for expanding the league's presence in the American market, especially in light of the upcoming 2026 World Cup.
One example of the different approach being taken is that the Bundesliga with Relevent have set up a creative studio in North America dedicated to producing daily content on the league for English and Spanish speaking audiences in the region. It's a must listen if your interest in broadcast and media but also, I would suggest, if your European soccer property is looking for some smart ideas on breaking into the American market.
You can listen to the full episode on Spotify -
Or on Apple Podcasts:
Welcome to Private Equity - Apollo takes stake in Wrexham
The remarkable rise of Wrexham AFC from non-league obscurity to the second tier Championship, just took a more pragmatic turn. Since actors Ryan Reynolds and Rob McElhenney took over the club in 2021, the team’s fortunes—and global profile—have soared, thanks in no small part to the hit docuseries “Welcome to Wrexham.” The show’s romantic narrative of community, ambition, and underdog triumph has captivated fans worldwide and brought unprecedented attention to the small Welsh city .
Now, the next chapter in Wrexham’s story sees the club embracing a rather more orthodox approach to growth: raising capital through private equity. The celebrity owners have sold a minority stake in the club to Apollo Sports Capital, a US-based private equity firm. This move marks a shift from the glitz of Hollywood storytelling to the tried-and-true methods of modern football finance, as Apollo’s investment will help fund the redevelopment of Wrexham’s historic stadium and its surrounding area .
"From day one, we wanted to build a sustainable future for Wrexham Association Football Club. And to do it with a little heart and humor. The dream has always been to take this club to the Premier League while staying true to the town. Growth like that takes world-class partners who share our vision and ambition, and Apollo absolutely does. We have known Al Tylis, the CEO of Apollo Sports Capital, for many years and are thrilled to now have ASC join the Wrexham family as we take the next step forward together.” said 'Rob and Ryan' in a statement.
Apollo recently took a $2.5 billion stake in Atletico Madrid.
USL players offered $55k p.a minimum deal for new D1 league
As negotiations on a new Collective Bargaining Agreement between USL and their players union USLPA continue, reports emerged this week that the league had offered the players a $55,000 minimum annual salary for those players who will feature in the proposed new Division One league.
While an increase on the current minimum for the USL Championship, it is something of a reality check for those hoping a new league to 'rival MLS' will see a big boost in earnings for players - especially when you subtract housing and health insurance from the cost. If USL wants its new division to really be a game-changer, clubs are going to have to invest in talent.
NWSL looking at 'mechanism' to keep Rodman, stars
As we reported recently, the inability of NWSL club Washington Spirit to offer their free agent star Trinity Rodman a competitive salary (and compete with offers from outside the league) raised the issue of whether the league's strict salary cap system is still fit for purpose. We floated the idea of a 'Rodman Rule' or something similar to MLS's introduction of the 'Designated Player' which allowed them to bring in David Beckham in 2007 on a deal which did not count against the team's cap. The same rule, of course, is now used by Inter Miami owner Beckham to pay Lionel Messi his league record salary.
It's such an obvious solution of course and so it was no surprise to read on ESPN that a plan along those lines is being discussed. "The basic framework of the new mechanism is that each team would have a set amount of money beyond the current salary cap to spend on star players who meet certain criteria, and that those funds could be used on multiple players. A version of the proposal is currently out for a vote with the league's board and could be approved ahead of next week's scheduled board meeting."
Bank of America sign jersey deal with Timbers
In yet another example of major American companies choosing to invest in American soccer and MLS, the Portland Timbers announced Bank of America as the club’s new front-of-jersey partner in a multi-year deal. Additionally, Tillamook, this season's main jersey sponsor, will transition its kit placement to the sleeve patch, continuing its commitment to the club. The Bank of America deal contains some specific youth and community investments. Full release here.
Arizona plan could include new stadium
A new plan to redevelop the site of the old Fiesta Mall in Mesa, Arizona includes a possible soccer stadium as part of a broader retail development, the Arizona Republic reported this week.
The anticipated future development is a “mixed-use district with restaurant, retail, lodging, office, and residential uses, and a multiuse stadium that could include soccer,“ city documents said. The documents stated the city had not received any submittals for improvements to the site since its rezoning.
Mesa had been a site that had been explored previously by investors looking to create a consortium to set-up an MLS franchise in the city near Phoenix and while there has been no indication of any expansion activity from MLS, the region remains one of possible future interest to the league. The switch to a fall-to-spring season by MLS in 2027 would, in theory, be helpful to any bid for an MLS team in the area as it would reduce the amount of games that would be held in the intense summer heat and might reduce the need for a more costly domed stadium. The USL Championship has a team in the Phoenix area, the Phoenix Rising.
Rowdies get boost over future of stadium
Plans announced last year, by local officials, to demolish Al Lang Stadium, the current home of the Tampa Bay Rowdies, raised big questions over the future of the historic USL team but recent developments point to a more positive outcome, reports the Tampa Bay Times.
The team's lease on the St Petersburg venue runs out next year but the latest plans from the city envisage actually expanding the facility. The Rowdies are owned by the Tampa Bay Rays, the baseball franchise sold to new owners in September. The Rays are looking for a new home and reportedly prefer a location in Tampa or Hillsborough. The Rowdies are under contract to play at Al Lang for one more year through the 2026 season. The club must let the city know whether it seeks an extension by May 1. The development at Al Lang may give the Rowdies the option not to follow the Rays and stay in St Pete's.
Former UConn star invests in MLS Next Pro club
Former UConn basketball star and NBA Rookie of the Year Stephon Castle of the NBA's San Antonio Spurs is investing in professional sports in Connecticut. Castle is among the latest group of investors in the Connecticut Sports Group, the company that’s planning to build a soccer stadium in Bridgeport. CTSG is developing CT United FC, the men’s professional club that will play in the MLS NEXT Pro league in 2026, and also a future professional women’s team, slated to join WPSL Pro in 2028. (Hartford Business Journal)
Denver Summit stadium deal back on course
There had been some doubts over NWSL expansion team Denver Summit's plans for a stadium after some resistance from local lawmakers but a City Council committee gave its stamp of approval to key details of the deal this week, easing concerns,
Denver Summit FC’s owners had said they might abandon the team’s plans to come to the city if the full council didn’t give final approval soon to an initial $50 million public investment. The council’s South Platte River Committee had postponed four items related to the deal the last time it considered them in November.
Now, the full council will consider the measures on first reading on Monday. A final vote is set for Dec. 22 and the committee approved four items that would finalize the deal if the full council approves them.
Des Moines Council approves grant for USL stadium
The Des Moines City Council’s approval of a $7 million grant for the Pro Iowa Soccer Stadium and Global Plaza pushed funding for the project over the finish line.
The Iowa Soccer Development Foundation (ISDF) announced it has completed the capital stack and secured the public and private funding necessary to move forward with the Pro Iowa Stadium and Global Plaza. The project — initially announced in September 2019 as the Pro Iowa Initiative — has been seven years in the making and will begin construction upon completion of site readiness efforts.
“This is great news for Iowa,” said Jeff Lorenzen, ISDF board president and Chief Executive Officer at American Equity Investment Life Insurance Company. “With the completion of the capital stack, we have the funding necessary to build the project. We can’t thank our supporters enough for their time and financial commitment to this project. Now we’re one step closer to having Des Moines’ first-ever men’s and women’s professional soccer teams and a multiuse stadium and plaza that will bring Iowans together.”
The cost of the stadium is reported to fall between $60 million to $70 million, with the total project, including the Global Plaza, estimated at between $80 million and $90 million. The ownership group intend to have a men's team in the USL Championship and a women's team in the USL's Gainbridge Super League.
Ronaldo invests and partners with Perplexity
Cristiano Ronaldo has announced and investment and partnership with Silicon Valley AI start-up Perplexity. More details from AI Magazine.
