### Messi's MLS Playoff Exit Poses Challenge and Opportunity for Major League Soccer

Lionel Messi’s surprising exit in the opening round of the Major League Soccer playoffs has left Inter Miami and the league facing a critical juncture. Despite Inter Miami's impressive season as the top seed in the Eastern Conference, their defeat by ninth-seeded Atlanta United has prematurely ended Messi's playoff journey, an outcome nobody anticipated.

This development is particularly concerning for MLS and its media partner, Apple. The league has enjoyed an unprecedented influx of attention and revenue since Messi's arrival in the summer of 2023. Not only did Messi’s presence drive record attendance and merchandise sales, but it also boosted MLS Season Pass subscriptions on Apple TV dramatically. According to Inter Miami owner Jorge Mas, subscribers doubled and Spanish-language viewership surged by more than 50 percent during Messi's matches.

However, the challenge now lies in retaining this newfound audience. While Messi’s addition brought a massive spike in interest and financial gains, including record-setting sponsorship deals, the league must now focus on sustaining these benefits in his absence. As Messi, now 37, is realistically expected to play at most two more seasons, the upcoming playoffs will serve as a crucial test for MLS's long-term strategies.

Inter Miami has capitalized on Messi’s fame by maximizing their outreach and brand, highlighted by their successful runs and major trophy wins, such as the 2023 Leagues Cup and the 2024 Supporters' Shield. On the other hand, MLS has consistently achieved new milestones in attendance and season-ticket sales, largely attributed to Messi’s magnetism and the league's expansion to more teams than ever before.

Apple, which has a partnership with Messi, has similarly seen benefits from this relationship. In the first month of Messi's arrival, the network experienced a substantial increase in MLS Season Pass subscriptions. However, with Messi out of the playoffs, it remains to be seen if these numbers can be maintained.

Looking ahead, the league is exploring various ways to maintain this momentum. Discussions include a possible shift to a fall-spring calendar and other structural changes to enhance the on-field product. For instance, FC Dallas owner Clark Hunt mentioned the ongoing study of the "Messi effect" to gauge its long-term impact and further grow the league’s fanbase and media subscriptions.

The remaining playoff teams, which now include clubs from major markets like New York and Los Angeles, as well as smaller-market successes like Minnesota and Orlando, present an excellent opportunity for MLS to demonstrate the depth and appeal of its product without relying solely on Messi. The league’s challenge will be to keep fans engaged and subscribed, an endeavor made even more pressing with the 2026 World Cup on the horizon, where the US will play a central role as co-host.

Ultimately, while Messi's playoff exit is a setback, it also presents a pivotal chance for MLS to show that it can captivate audiences worldwide with or without its biggest star.