MLS
How MLS-Apple deal helped Lionel Messi join Inter Miami
MLS had a strategy to avoid losing World Cup winner Lionel Messi to the Saudi Pro League.
When Jorge Mas was planning the signing of Lionel Messi at Inter Miami, he knew that they would need more than money to convince the Argentine star. Even Don Garber, MLS commissioner, saw it as a near-impossible dream for the Cuban-American.
The millions of dollars offered by Saudi Arabia is something that the North American league could not compete with, however, despite this, MLS had a strategy to avoid losing one of the all-time greats to the Saudi Pro League.
It all started with a contract of $2.5 billion for 10 years with Apple, who thus took over the broadcasting rights of MLS.
Don Garber confirmed to the Sports Business Journal that in addition to a $50 million to $60 million contract, the Argentine forward will also be rewarded with a share of new subscriptions to MLS Season Pass.
Apple’s bet
Eddy Cue, Apple’s senior vice president of services, already had a relationship with Messi and his family based on the company’s deal to distribute a behind-the-scenes documentary chronicling Messi’s triumphant run to his first World Cup title last year, which Mas said helped accelerate negotiations.
Apple’s bet goes further than attracting millions of MLS Season Pass subscribers. In 2022, iPhone sales accounted for more than half of the company’s $394.3 billion in annual revenue, and CEO Tim Cook told investors that the company still has “a lot of room for growth” in Latin America. Apple is betting that connecting Messi weekly with his millions of fans in his home region can help expand the company’s position there.
Messi helping Apple’s growth
A recent report from Counterpoint Research indicated that Apple ranks fourth in the Latin American smartphone market share with just 7%, placing it behind Samsung, Motorola and Chinese manufacturer Xiaomi.
“What’s interesting about Apple and Messi is that Messi can help Apple achieve what they’re trying to do,” said Gary Stevenson, chairman and deputy commissioner. “They say, ‘Well, here’s a guy who’s the most well-known guy in the world, probably the biggest sports celebrity of my life. This guy can help us raise awareness.”