Now a camera for Messi exclusively on the pitch named ‘Messi-Cam’! on 2nd August
Lionel Messi has become the face of both Inter Miami and Major League Soccer, igniting widespread fan enthusiasm and accelerating the sport’s growth across North America. In another strategic broadcast initiative, MLS has announced the return of a special feature: an exclusive camera focused solely on Messi during an upcoming Leagues Cup match. Reintroduced from its 2024 debut, TikTok, Major League Soccer (MLS), and the MLS Season Pass on Apple TV are bringing back “Player Spotlight: Messi“—a live-stream experience that gives fans a Messi-only view of the match, available exclusively on TikTok LIVE. The first edition drew over six million live viewers, setting a record for a live sports stream on TikTok in the United States. “After the overwhelming success of Player Spotlight: Messi, which delivered our biggest-ever live U.S. sports audience on TikTok, we knew we had to bring it back. This is about giving fans a front-row seat to greatness, in real time, only on TikTok,” said Rollo Goldstaub, Global Head of Sports Partnerships at TikTok. “We’re bringing fans even closer to one of the greatest players of all time — in a way that’s dynamic, immersive, and made for the next generation of fans,” said Seth Bacon, MLS Executive Vice President of Media. “We’re proud to keep innovating with partners like Apple and TikTok to creat unforgettable moments.” The Messi spotlight first debuted in October 2024 during Inter Miami’s playoff opener against Atlanta United, drawing over 6.4 million views across MLS and club TikTok pages — becoming the most-watched sporting event in Apple history, according to the league. The ‘Messi Cam’ was first introduced in October 2024 during Inter Miami’s playoff match against Atlanta United, quickly becoming a hit with more than 6.4 million views across TikTok platforms for MLS and Inter Miami. It also set a new benchmark, becoming the most-watched sporting event in Apple TV history. Named “Player Spotlight: Messi”, the initiative will feature four Messi-centric broadcasts throughout the 2025 season. These livestreams, available exclusively on TikTok and optimized for mobile viewing, will be enhanced with custom graphics and overlays for a unique fan experience. On August 2, fans can tune in to see Messi in action once again during Inter Miami’s match against Mexican club Necaxa, a team co-owned by Ryan Reynolds, Rob McElhenney, Mesut Ozil, and Eva Longoria. The dates for the other three Messi broadcasts will be revealed later. This announcement comes as MLS continues to see a rise in viewership. Commissioner Don Garber shared that the average viewership per Apple Season Pass stream has increased by nearly 50 per cent in 2025, now reaching 120,000 unique viewers per match.
