2024 Major League Soccer (MLS) Season

Heading into a pivotal 2024 season, Major League Soccer appears on the cusp of a breakthrough with U.S. viewing audiences. After the arrival of global superstar Lionel Messi to the league last summer, fan interest in the league has soared, resulting in more than one million signups for the premium MLS Season Pass service shortly after Messi’s debut.

TV ratings for games starring Messi also surged in 2023, creating a viewership opportunity that the MLS commissioner has called “a game-changer.” While the league is entering the second year of a 10-year rights deal with Apple TV, its matches are also slated to air on FOX and the FOX family of cable TV channels.

With global talents like Messi attracting new attention to Major League Soccer, local businesses may want to get an early jump on advertising opportunities around this up-and-coming league. Both TV and streaming ad inventories could be valuable channels to incorporate into your digital advertising strategy in 2024.

From cable TV and streaming ads to second-screen campaigns on social media, Cox Media’s advertising experts can identify valuable inventories and digital ad strategies aligned with your company’s advertising goals.

2024 MLS schedule:

• February 21: Start of the MLS regular season on Apple TV, FOX, and FS1
• July 24: MLS All-Star Game on TBD
• July 26: Start of 2024 Leagues Cup on Apple TV, FOX, and FS1
• August 25: 2024 Leagues Cup Final on FOX and Apple TV
• October 20: Start of MLS Cup Playoffs on Apple TV, FOX, and FS1
• December 7: MLS Cup Final on TBD

Get a head start on your media buys for the 2024 MLS season—contact us today to get started.