Score More For Lionel Messi: MLS On Pitch To Set Another League Attendance Mark
Monday, June 24, 2024 at 03:43PM By Barry Janoff
June 24, 2024: Describing it in part as the “Lionel Messi Effect,” MLS said total attendance thru June 22, 2024 is up 13% compared to the same date in 2023: nearly 6.5 million have attended MLS matches already this season — 23,287 fans per match and more than 725,000 vs. the same time in 2023.
In 2024, 25 of 29 clubs are up or even in average attendance vs. the same date in 2023.
Five matches have featured an attendance of 60,000 or higher, six have featured an attendance of 50,000 or higher, and 15 have featured an attendance of 40,000 or higher, each the most through this date in league history, according to the league.
In 2023, 10,900,804 attended regular season games, up from the previous record of 10,011,578 set in 2022.
Messi did not begin his MLS career until July 21, 2023.
Messi’s Inter Miami is averaging 21,126 in JPMorgan Chase Stadium thru June 22 vs. 16,687 last season.
Atlanta United is averaging 47,137 thru its first ten matches to lead the league. Charlotte FC is second with an average of 33,162, followed by the Seattle Sounders with 30,248.
MLS’s highest single attendance to date this season is 72,610, set April 13 during Inter Miami’s win over Sporting Kansas City in Arrowhead Stadium.
A club-record crowd of 65,612 were in Gillette Stadium April 27 when Inter Miami defeated New England Revolution.
According to MLS, factors driving the attendance totals include, “Consistency in scheduling (Saturday nights), growing season ticket bases (up 15%), the Lionel Messi Effect and overall excitement around soccer in the United States and Canada.
“Alongside MLS, the 2024 Copa América, 2025 FIFA Club World Cup and 2026 FIFA World Cup are all held in MLS markets.
“These major events, home to world-class players from MLS and abroad, contribute to booming soccer interest locally and nationally.”
Messi has impacted the league on other levels, as well.
MLS team sponsorship revenue reached a record $587 million in 2023, a 15% year-over-year increase, according to global sports and entertainment intelligence platform SponsorUnited.
Messi led all players with 21 brand endorsements, with 52% of his brand partnerships exclusive within MLS.
During his second season with Inter Miami CF, Messi has the top-selling jersey in Major League Soccer thru mid-season. He also had the top-selling jersey last season.
Since Messi joined Inter Miami, the club has signed deals including a multi-year, multi-level pact with JPMorgan Chase to include naming rights to the team’s 21,500-seat venue in Fort Lauderdale, now known as Chase Stadium; Royal Caribbean International, Visa, Lowe’s, Duracell, Trapiche Wintery, Ketel One Vodka and National Beverage Corp. LaCroix sparkling water.
Key upcoming dates on the MLS calendar include:
• July 24: MLS All-Star Game presented by Target
• July 26 - Aug. 25: Leagues Cup
• Oct. 19: Decision Day
• Dec. 7: MLS Cup presented by Audi
Michelob Ultra Expands Soccer Presence As Official Partner With MLS, Concacaf
Messi’s Inter Miami Home Venue Has A New Name: Chase Stadium
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