Lionel Messi #10 of Inter Miami controls the ball during the second half of the game against St. Louis City at Chase Stadium on June 01, 2024 in Fort Lauderdale, Florida. Megan Briggs | Getty ImagesMajor League Soccer is teaming up with German digital media platform OneFootball to provide highlights, stats and other content to a global audience. As part of the deal OneFootball will have access to highlights of hundreds of MLS matches each season.MLS will also take a stake in OneFootball, joining a long list of financial investors and European soccer clubs that are shareholders, including Real Madrid, FC Barcelona and Manchester City, among others. Terms of the investment weren’t disclosed.The deal comes as MLS continues to look for ways to expand its audience and capitalize on its recent surge in popularity since superstar Lionel Messi joined the American league a year ago.”As we think about ways that we can capture new fans and new eyeballs and get consumers more engaged, we’re always looking for creative and innovative partners that we can work with,” said Seth Bacon, executive vice president of media at MLS. “OneFootball certainly ticks those boxes, and has a huge reach and a really creative way of approaching both the marketplace but also how they cover soccer.”Since joining Inter Miami, Messi has fueled MLS’ attendance and audience, and there has been an increase in sponsorship revenue, according to data from the league. That’s continued even as Messi missed a part of this season due to an injury.Global social media engagement has also increased substantially for MLS, particularly on YouTube and TikTok, according to data from the league.OneFootball, which is available to fans as a mobile app, TV streaming app and website, will offer the new content internationally as well as through its co-branded partnership and content hub with Yahoo Sports in the U.S.MLS’ deal with OneFootball is no …
