OneFootball partners with MLS to increase global viewership

• An agreement has been struck between Major League Soccer and OneFootball, a renowned international media platform that specializes in showcasing highlights, statistics, and other content pertaining to professional soccer teams.
• The partnership emerges as MLS aims to broaden its audience and profit from the surge it has experienced since Messi joined the league in the previous year.
• OneFootball will receive investment from MLS, alongside European clubs such as Real Madrid, FC Barcelona, and Manchester City, among others.

MLS is partnering with OneFootball to offer highlights, statistics, and other content to a worldwide audience. Under the agreement, OneFootball will gain access to footage of hundreds of MLS games annually.

OneFootball has attracted another financial investor in the form of MLS, which has joined the ranks of European soccer clubs and other investors, including Real Madrid, FC Barcelona, and Manchester City, as shareholders. The specifics of the investment were not disclosed.

Since Lionel Messi joined the American league a year ago, MLS has been seeking ways to increase its audience and profit from its recent surge in popularity.

"Seth Bacon, executive vice president of media at MLS, stated that they are always seeking innovative partners to capture new fans and increase consumer engagement. OneFootball fits this criteria with its large reach and unique approach to the marketplace and soccer coverage."

Despite missing a portion of this season due to injury, Messi's presence in MLS has still led to an increase in attendance, audience, and sponsorship revenue, as evidenced by league data.

The league has seen a significant increase in global social media engagement, particularly on YouTube and TikTok, as per data from the league.

The mobile app, TV streaming app, and website of OneFootball will provide new content internationally and through its partnership with Yahoo Sports in the U.S.

MLS' agreement with OneFootball is not exclusive, meaning MLS content will continue to be available on other platforms.

OneFootball CEO Patrick Fischer stated that adding MLS made sense for the platform as the U.S. has experienced rapid growth in the soccer market.

"With Messi's arrival in the U.S., the game has undergone a transformation in terms of participation, awareness, and fan interest, according to Fischer. "It's a whole new game now. And in the future, we have the FIFA World Cup to look forward to in 2026.""

Apple partnership

Despite being established in the U.S. in the 1990s, MLS trails behind other prominent and mature professional sports leagues, such as the National Football League and National Basketball Association, in terms of viewership and ticket prices.

Apple has been chosen as the exclusive media rights partner for MLS, setting it apart from other leagues such as the NFL and NBA.

The MLS Season Pass on Apple TV can be purchased as a separate subscription from Apple TV+ streaming service. All MLS games are accessible through the monthly service, although some are also broadcast on traditional networks.

Since the $2.5 billion, 10-year deal with Apple began last season, obtaining viewership stats for MLS has been challenging. Apple does not release ratings. Nevertheless, Apple executives have publicly stated that viewership has increased, especially since Messi's arrival. During a conference in November, an Apple TV executive reportedly said that some of the biggest matches last season attracted more than a million viewers.

The Apple TV platform is frequently being examined by MLS for methods to increase subscriptions.

Bacon stated that the league is always exploring various opportunities and platforms to expand the league's reach and visibility, as well as that of its players and clubs.

The platform's data benefits not only OneFootball but also its partners and investors.

"Fischer stated that since the kid is a fan of Messi on OneFootball, they provide him with highlights, updates, and the entire system. They collaborate with clubs strategically to generate leads, collect customer data, and other related tasks. In contrast, social media platforms do not share relevant data with content creators."