New York, Oct 29, (V7N) – Lionel Messi’s debut in the MLS Cup Playoffs has become the most-watched sporting event ever streamed by Apple, although exact viewership numbers were not disclosed. The match, which saw Messi provide an assist in Inter Miami's 2-1 victory over Atlanta United, was available for free worldwide through MLS Season Pass on Apple TV.
 
To promote the event, the match was also streamed on Apple’s website and shown in Apple Stores across major U.S. cities and in several countries, including Canada, Brazil, and Japan. During the game, around 150,000 viewers simultaneously watched a special “Messi cam” on TikTok, which focused exclusively on Messi for the first time.
 
Apple's Global Head of Sports Marketing emphasized the significance of Messi’s debut for MLS and its potential impact on the entire postseason. In 2022, Apple signed a 10-year, $2.5 billion deal to broadcast MLS games. Messi’s contract with Inter Miami includes financial incentives from Apple for international subscriptions to MLS Season Pass.
 
As the highest-paid player in MLS, Messi will earn $20.4 million in guaranteed compensation for 2024 as part of a larger reported deal worth $150 million, which also includes an ownership stake in Inter Miami upon his retirement. His contract runs through 2025, with an option for 2026.
 
Apple executives noted that Messi's presence has significantly increased subscriptions from fans in South America and Europe. Messi, an eight-time Ballon d'Or winner, is also a finalist for the MLS MVP award and is set to play again on Saturday against Atlanta United in the second match of their playoff series.
 
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