What is Apple's intention with their Lionel Messi deal to help bring him to MLS? Why invest in sport and why now? Is this a bet on MLS? Or is this a testing ground, with plans to venture into the NBA, NFL and more?
Messi’s personal Instagram following is 478million, while his former club Barcelona has 122million followers. These are the kind of numbers that persuaded the Saudi Arabian state, for example, to pay up to $25m to Messi to promote its tourism office. Apple’s hope will be that Messi makes MLS more relevant both domestically and internationally, driving up numbers of subscribers to the MLS Season Pass and also to Apple’s TV+ service.
The approach therefore seems twofold and arguably compatible; a streaming platform such as Apple TV+, with shows such as Ted Lasso and live sporting rights, may afford Apple a broader share of their existing customer’s overall spending, when most people will only buy a phone or a laptop every few years, therefore yielding more recurring revenue streams while also capturing new customers by bringing them into the Apple ecosystem via sport.
Yet the domestic rights have largely remained in the hands of more traditional platforms such as Sky Sports, who are owned by Comcast. Amazon does broadcast a small package of 20 live Premier League games each season in the UK and have acquired 17games per season from 2024, which will give the company first pick of Tuesday evening fixtures.
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