Lionel Messi, Apple Launch MLS Ad After Super Bowl: “When Football Ends, Fútbol Begins”

Introduction

Lionel Messi, one of the greatest football players of all time, has brought new energy to Major League Soccer (MLS) since joining Inter Miami in 2023. With his arrival, the league has seen a surge in global attention, fan engagement, and sponsorship deals. One of the most significant collaborations in this new era of MLS is between Apple and Messi. After the Super Bowl, Apple launched a new ad campaign featuring Messi with the slogan, “When football ends, fútbol begins.” This campaign highlights the growing popularity of soccer in the United States and the role of Messi in bringing more fans to MLS.

Lionel Messi’s Impact on MLS

Lionel Messi’s decision to join Inter Miami was a historic moment for soccer in North America. The Argentine superstar, who has won multiple Ballon d’Or awards and led Argentina to World Cup glory in 2022, chose to play in MLS despite offers from top European clubs and Saudi Arabian teams. His move has transformed the league in several ways:

1. Increased Viewership: Messi’s presence has significantly boosted MLS ratings and attendance. Stadiums are packed whenever Inter Miami plays, and the league’s popularity has expanded globally.
2. Sponsorship Growth: With Messi in the league, brands are eager to associate with MLS, leading to new sponsorships and partnerships.
3. Rising Ticket Sales: Ticket prices for Inter Miami games have skyrocketed, reflecting the high demand to see Messi in action.
4. More International Fans: Messi’s global fan base now follows MLS, bringing more international attention to the league.
5. Higher-Quality Competition: His arrival has motivated other top players to consider MLS as a serious career destination.

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Apple’s Partnership with MLS

Apple has been a major player in promoting MLS, thanks to its exclusive streaming deal with the league through Apple TV+. This partnership, announced in 2022, allows Apple to stream all MLS games globally, making it easier for fans to watch their favorite teams and players. Messi’s move to the league gave Apple a golden opportunity to market MLS on a massive scale.

Apple’s marketing strategy revolves around using big moments to draw attention to MLS. The Super Bowl, being one of the most-watched sporting events in the world, provided the perfect platform to launch a new campaign.

“When Football Ends, Fútbol Begins”

The new ad campaign, “When football ends, fútbol begins,” was launched immediately after the Super Bowl. This clever tagline plays on the two meanings of “football”—American football and the global game of soccer, known as “fútbol” in Spanish.

Why This Campaign Matters

1. Timing: The Super Bowl marks the end of the NFL season, creating an opportunity for MLS to capture sports fans looking for new excitement.
2. Targeting American Audiences: Many Americans focus on the NFL, but the campaign encourages them to shift their attention to soccer.
3. Cultural Connection: The use of “fútbol” highlights the growing influence of Hispanic culture in American sports, making MLS more appealing to Spanish-speaking audiences.
4. Messi as the Face of MLS: Messi’s involvement gives the campaign credibility and appeal, ensuring maximum impact.

The Impact of the Ad Campaign

This marketing strategy by Apple and MLS aims to build soccer’s popularity in the U.S. and keep fans engaged. Some key expected outcomes include:

• More Subscriptions to Apple TV+ MLS Pass: Fans wanting to watch Messi and other MLS stars will likely subscribe to Apple’s streaming service.
• Growing Interest in MLS: With Messi leading the way, new fans who may not have followed soccer before might start watching.
• Increased Merchandise Sales: Messi’s Inter Miami jersey has already been a bestseller, and the ad could further boost sales of team merchandise.
• A New Soccer Culture in the U.S.: By using major sporting events to promote soccer, MLS and Apple hope to make soccer a bigger part of American sports culture.

Conclusion

The partnership between Lionel Messi, Apple, and MLS is a game-changer for soccer in the United States. By launching the “When football ends, fútbol begins” campaign right after the Super Bowl, Apple is making a strong statement about the future of MLS. With Messi as the league’s top ambassador, MLS is set for continued growth and success. As soccer continues to rise in popularity, this campaign could mark the beginning of a new era for the sport in the U.S.