Appearing on CNBC Sports Videocast with Alex ShermanGarber, who just signed a new contract with MLS through 2027, said more than 12 million fans attended games this year. And that enthusiasm also translated into watching the game outside the stadium.
“We have more subscribers than we and Apple thought we would have. We have more people watching our games,” Garber said.
Apple hasn’t released any subscriber numbers, leading some to speculate that the numbers may not be very strong.
“At some point there will be more transparency,” Garber said.
Nevertheless, the soccer commissioner said he was very happy with the relationship, noting that Apple gives MLS the platform to make each sport a national sport. They have also streamlined the start times, meaning matches now start at two different times instead of 60 different times to make it easier for fans to tune in.
“We have the ability to have technology and data and multi-stream experiences, things that we can’t do with linear, maybe even with other streaming services,” Garber said. “So when you can partner with a company like Apple, you have an opportunity to solve problems and lean toward a better future.”
Meanwhile, Garber is preparing for the 2024 MLS Cup, which begins Saturday in Los Angeles. But MLS crown jewel Lionel Messi will not play.
Instead, the LA Galaxy will look to reclaim their place as MLS’ most successful club, having already won a record five MLS Cups. He will play the New York Red Bulls, who are seeking their first MLS Cup and have undergone a dramatic turnaround after finishing 26th out of 29 clubs last season.
“It shows a commitment to equal competition, you know, that any team can win at any time,” Garber said.
Garber acknowledged that Messi’s impact on the game has been unparalleled.
“You can see that pink Inter Miami jersey everywhere around the world. It’s the No. 1 jersey that Adidas has,” he said.
But he is not worried about life after Messi as he points to an exciting pipeline of young players.
“I think there will be another Messi at some point,” Garber said. “And we’ve steadily grown by having big-name players who can really make a difference and break through this very busy market.”