On Friday, October 25, at 8:45 p.m. ET, TikTok will stream a special “Player Spotlight” featuring Inter Miami CF captain Lionel Messi during the Audi 2024 MLS Cup Playoffs. The TikTok live stream, focusing exclusively on Messi throughout the game, will be available on the @MLS and @InterMiamiCF TikTok accounts starting five minutes before kickoff. This marks the first time TikTok will stream an entire soccer match with a single-player focus, giving fans a unique way to watch the action.
The global soccer community on TikTok is already highly engaged, with over 13 million posts using #soccer, and 7 million in 2024 alone. Major League Soccer (MLS) has the largest international fanbase among North American sports leagues on TikTok, with 65% of its followers located outside the U.S., and engagements up by 194%. The “Player Spotlight” aims to capitalise on this, bringing fans closer to the action as Messi makes his debut in the MLS Cup Playoffs.
images courtesy of Apple and TikTok
Messi, who recently joined Inter Miami CF, helped the team secure the Supporters’ Shield and a single-season points record. Now, he is targeting another milestone by competing for his 47th career trophy. The top-seeded Inter Miami will face Atlanta United FC in the first round of the Best-of-3 series, with the match also available on Apple TV via MLS Season Pass. Apple is offering free access to the game on the platform, and fans can watch the match on a variety of devices, including Apple devices, smart TVs, and streaming services.
Apple’s senior vice president, Eddy Cue, highlighted the importance of Messi’s first MLS Cup Playoffs appearance, stating, “This is a historic moment, and we’re thrilled that viewers have such an extensive array of ways to watch.” Similarly, MLS commissioner Don Garber praised the partnership with Apple for making the playoff opener free to fans, saying, “Our partnership with Apple has brought MLS to global audiences in innovative ways.”
Why is this important?
Given the scale of this innovative sports coverage, the anticipation surrounding the playoffs is high, with Taylor Twellman, MLS Season Pass analyst, noting that “with every trophy Messi wins, he becomes more and more the greatest of all time.” Fans around the world are eager to see if Messi can continue his winning streak and lead Inter Miami to the MLS Cup.