Leo Messi Helps Boost Major League Soccer Subscriptions

Leo Messi’s arrival to America has reportedly sparked a surge in Major League Soccer streaming subscriptions, ticket prices and apparel.

After Messi’s first game with his new team, Inter Miami, the streaming package from Apple that broadcasts soccer matches experienced 1,690% growth in signups, according to Antenna, an analytics firm. The spike in sales was dubbed the “Messi Effect.”

According to CNN, Antenna usually reports a spike in sport-related streaming services at the beginning of the sports season with gradual growth as the season progresses or with pricing promotions. However, more than half of MLS Season Pass sign-ups happened in July after Messi joined the league.

Messi’s deal with Inter Miami reportedly includes a cut of the revenue from new subscribers of MLS Season Pass. On match days, Messi regularly promotes the streaming service on his Instagram stories which likely plays a large role in the increase of subscribers.