The debut of Lionel Messi in the MLS Cup Playoffs was reported to be the most viewed sports event ever shown on Apple, as announced by the company on Monday, though specific viewership numbers were not disclosed.

This match was streamed live for free globally through the MLS Season Pass on Apple TV, backed by a significant promotional effort surrounding Messi’s initial postseason appearance, where he didn’t score but did assist in Inter Miami’s 2-1 victory over Atlanta United last Friday.

Additionally, the game was live-streamed on Apple.com and broadcast in Apple Stores located in major U.S. cities including New York City, Los Angeles, and San Francisco, as well as in stores across Canada, Mexico, Brazil, South Korea, Japan, and Australia.

At peak times, around 150,000 viewers accessed the MLS and Inter Miami CF TikTok accounts to check out Messi cam, a unique player-focused feature during the match. This also marked TikTok’s inaugural live soccer broadcast spotlighting a single player.

“We are going all in for Leo Messi’s landmark MLS Cup Playoffs debut. This is not only essential viewing but also sets the standard for the entire postseason on MLS Season Pass,” claimed Emeka Ofodile, Apple’s Global Head of Sports Marketing, during a media briefing last week. “We are determined to make this match the most widely available one in MLS Season Pass history, reaching fans around the world.”

Apple made a significant 10-year, $2.5 billion agreement in 2022 to start airing MLS games on Apple TV. Part of Messi’s contract with Inter Miami and MLS includes compensation from Apple TV for international subscriptions linked to MLS Season Pass.

Messi is presently the highest-paid player in MLS, with a guaranteed income of $20.4 million in 2024 from Inter Miami. This is part of a reported $150 million agreement he made in 2023, which includes an ownership share in Inter Miami upon his retirement. His contract extends until 2025, with an option for 2026.

“I can’t provide the exact figure, but before Messi, viewership was primarily U.S.-centric. After Messi, there was a substantial shift,” stated Apple Senior Vice President Eddy Cue regarding Messi’s influence on Apple subscriptions and viewership prior to the season. “We saw a significant influx of subscribers from South America and Europe. It represented a major transition.”

Messi, an eight-time Ballon d’Or winner and World Cup champion from Argentina, is among the top five MVP finalists in MLS. He will be back on the field this Saturday as Inter Miami competes against Atlanta United at Mercedes-Benz Stadium in Atlanta for the second match of their best-of-three first-round series.