Overview

• The first of four “Player Spotlight: Messi” livestreams will track Lionel Messi exclusively on TikTok during Inter Miami’s Aug. 2 Leagues Cup match against Necaxa in a vertical, mobile-friendly format.
• Streams will air on the @MLS, @InterMiamiCF and @AppleTV TikTok channels and be available through MLS Season Pass on Apple TV.
• An October 2024 Messi cam drew 6.4 million viewers and became Apple TV’s most-watched sporting event, showcasing the star’s ability to attract a massive digital audience.
• MLS commissioner Don Garber reported that unique Season Pass viewership has risen 50% year-over-year to 120,000 per stream in 2025, bolstered by new agreements with Android devices, Comcast, DirecTV and T-Mobile.
• MLS’s multiyear partnership with TikTok, announced in April, will integrate live match highlights and fan reactions alongside dedicated athlete streams as part of the league’s digital growth strategy.