The report says MLS clubs currently share between $250 million and $275 million in annual media income under the Apple agreement, which runs until 2029. A future package at the top of the proposed range would bring MLS closer to the scale of established European football properties in the American market.
That pitch rests on more than one player. MLS has expanded its reach through new stadiums, designated-player signings and a more visible pathway for young talent. The challenge is converting attention into dependable viewing habits across an entire season.
Messi has been the league’s most recognisable figure since joining Inter Miami in 2023. The report says his absence from the MLS All-Star Game for a second consecutive season has already forced the league to consider how much of its commercial momentum can survive without him.
The timing of the next rights cycle could help. The 2026 World Cup has placed the United States at the centre of football’s global calendar, while the report links the tournament to stronger ticket demand and wider audience interest. MLS will want broadcasters to treat that attention as a lasting market shift, not a temporary event spike.
A higher rights fee would require proof that fans remain engaged when Messi is unavailable and when the World Cup spotlight fades. That means stronger league-wide storylines, competitive balance and broadcast coverage that can sell clubs beyond Miami.
The next storyline will be the build-up to the 2029 renewal window. MLS’s strongest pitch will be evidence that its audience has grown from Messi’s arrival-but no longer depends on him.