Major League Soccer achieved record-breaking attendance and sponsorship numbers for the 2024 regular season, partly fueled by global superstar Lionel Messi. The league saw a 5 rise in attendance from last year, setting a new average attendance record of over 23,000 per match. Messi's presence bolstered fan engagement, with his Inter Miami jersey leading sales worldwide. Sponsorship revenue grew 13 as MLS signed eighteen new deals. Chris McGowan’s corporate strategy unit also played a key role in helping clubs implement new business strategies.