Growth story: MLS sets fan, sponsorship, social media records in 2024, projects to be top three global league in attendance

Major League Soccer continued its upward trajectory in terms of attendance, sponsorship, and social media growth in 2024, posting records in all three areas, the league announced Tuesday.

More than 11.4 million fans attended MLS games this season, a five percent increase over 2023 and up 14 percent from 2022. The league’s average attendance was 23,234 and set records for season ticket sales (up 12 percent), sellouts (213) and capacity (94 percent).

The league had two matches surpass 70,000 in attendance, and 29 matches had at least 40,000 fans. MLS projects, when factoring in playoffs, it will be among the top three most-attended soccer leagues in the world, joining the Premier League and the Bundesliga.

This comes in a season in which global stars such as Lionel Messi, Luis Suarez, Olivier Giroud, Marco Reus all stood out, and rising stars such as Gabriel Pec and Diego Gomez featured prominently in the league.

• SPONSORSHIP, SOCIAL MEDIA MARKS

  Attendance wasn’t the only area in which MLS showed record growth. The league also reported it was setting marks in sponsorship and social media, as well.

  The league said it has grown at a higher rate than any other North American sports league in 2024 on TikTok, with a 26 percent increase. Part of that success has come from its international followers. Inter Miami is the third-most followed North American sports team on TikTok.

  In terms of sponsorship, MLS reported a 13 percent increase in revenue.

• IMGAN

  THE BIGGER PICTURE

  The overall news is encouraging for MLS, which is now in its 29th season. MLS remains guarded about its broadcast and streaming metrics from Apple TV, but the league should also get a welcome boost from having Messi make his playoff debut this week.

  WHAT NEXT FOR MLS?

  The MLS postseason play-in kicks off Tuesday when CF Montreal host Atlanta United at 7:30 p.m. ET. All attention will then turn to Friday, when Messi and Inter Miami host the winner of that game at 8:30 p.m. ET.