- MLS saw a spike in viewership following the record-breaking arrival of Lionel Messi in July
- Apple is less than a year into a decade-long deal to stream MLS around the world
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Apple CEO Eddy Cue wants Major League Soccer to ultimately become the best football league in the world.
Less than a year after launching the MLS Season Pass in February, Cue believes the league has the potential to gain an edge over more established leagues in Europe and other parts of the world.
“When I think about America, it’s the greatest country in the world, the most (powerful) economic country in the world,” Cue said.
“So when I watch football, people think it’s crazy, but why shouldn’t we have the best football league in the world? Why wouldn’t the best players want to play here?’
Cue went on to say that Apple bought the rights to the MLS with the intention of elevating the league beyond the expectations of the masses.
Apple Senior Vice President Eddy Cue wants the MLS to be the best soccer league in the world
MLS viewership grew dramatically after Lionel Messi signed with Inter Miami in July 2023
“When I looked at the decade, yes, in my mind we started this because we thought that together we could build the best football league in the world,” Cue added.
‘That’s the goal. That’s the goal. You know, we try to be the best. Why else would you do it?’
The first year of Apple’s decade-long, $2.5 billion contract with MLS couldn’t have come at a better time. In July, Lionel Messi shocked the world by signing a record contract with Inter Miami.
The eight-time Ballon d’Or recipient and 2022 World Cup winner became responsible for MLS’ viewership, followers, attendance and revenue growth within months. Despite Miami’s failure to make the MLS Playoffs, more eyes are on the league ahead of Messi’s first full season with the Herons.
Messi followed the path set by Inter Miami owner David Beckham in 2007 when he left Real Madrid to join LA Galaxy. Although other stars such as Wayne Rooney, Andrea Pirlo, Zlatan Ibrahimovic and Gareth Bale brought their careers to the United States before Messi, they did not have the same impact as the Argentine.
“Obviously at the moment there’s the Premier League, La Liga and Serie A and all these points of view, all these different competitions,” Cue added. ‘But you’re starting to see this: Messi wanting to come and play here says a lot.
“There are a lot of players who want to come play here and be part of this growth, this opportunity.”
Ticket prices and sales at MLS matches skyrocketed following Messi’s blockbuster deal with Miami
Despite having one of the worst records in MLS, Messi made Inter Miami the team to watch
Other soccer stars, including Wayne Rooney, Zlatan Ibrahimovic and Gareth Bale, played in the MLS
Messi’s arrival was followed by former FC Barcelona teammates Jordi Alba and Sergio Busquets also signing for Miami. Luis Suarez will also reportedly attend next year’s reunion.
On the other side of the world lies the MLS’s biggest competitor when it comes to attracting players outside Europe. The Saudi Pro League has paid huge sums for players like Cristiano Ronaldo, Neymar, Karim Benzema and Sadio Mane.
Another barrier for Apple is the small amount of money they invest in a gigantic ambition. Apple will pay MLS a guaranteed $250 million per season for global streaming rights. Meanwhile, the Premier League receives a total of $4.3 billion per season from global rights deals.
Whether this goal will become a reality remains to be seen. But as of now, both Apple and MLS still have a long way to go before this happens.