Major League Soccer (MLS) has announced a strategic partnership with German digital media platform OneFootball, aiming to broaden its global audience by offering highlights, statistics, and exclusive content. This deal grants OneFootball access to hundreds of MLS match highlights each season, allowing fans worldwide to engage with MLS content through the platform’s mobile app, TV streaming app, and website.
As part of the partnership, MLS will take a financial stake in OneFootball, joining a list of investors that includes major European soccer clubs such as Real Madrid, FC Barcelona, and Manchester City. Although the terms of the investment remain undisclosed, the collaboration reflects MLS’s ongoing effort to capitalize on its rising popularity, fueled in part by Lionel Messi’s high-profile move to Inter Miami.
Seth Bacon, MLS’s executive vice president of media, emphasized the league’s commitment to finding innovative ways to attract new fans. “OneFootball ticks all the boxes. They have a huge reach and a creative approach to covering soccer,” Bacon said. Messi’s arrival has already driven increased attendance, sponsorship revenue, and social media engagement for MLS, even during the time he missed part of the season due to injury.
OneFootball’s CEO, Patrick Fischer, highlighted the U.S.’s rapid growth as a soccer market, especially since Messi’s involvement. “With Messi’s arrival, the game has changed in terms of participation, awareness, and fan interest,” Fischer stated. The upcoming 2026 FIFA World Cup, which will be held in North America, is expected to further amplify interest in soccer across the country.
While MLS’s deal with OneFootball is significant, it’s non-exclusive, meaning the content will remain available through other platforms. OneFootball’s integration with Yahoo Sports in the U.S. will also enhance its accessibility to American fans. This partnership aligns with MLS’s larger media strategy, which already includes its exclusive global streaming deal with Apple.
Through the MLS Season Pass on Apple TV, all games are available via subscription, with some matches also broadcast on traditional networks. While Apple hasn’t released detailed viewership numbers, executives have indicated that audience engagement has grown substantially, particularly following Messi’s debut.
Fischer noted that OneFootball’s platform offers clubs valuable data on fan behavior, unlike traditional social media platforms, allowing for more strategic engagement with followers.
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