“When Inter Miami CF begins its journey towards the MLS Cup presented by Audi, the camera will focus on Messi as he lights up the field. The Player Spotlight broadcast can be viewed exclusively on @MLS and simultaneously on @InterMiamiCF, starting five minutes before the match kicks off. This will be the first time TikTok streams a full soccer match live with a single player as the focal point,” explained the social media platform in its news blog.
The match will also be available on Apple TV via MLS Season Pass, allowing fans to watch the full game and explore various streaming options without requiring a subscription.
The agreement between TikTok and Inter Miami is no coincidence, but rather the result of the platform’s growing popularity among soccer fans. With over 13 million posts using #soccer and nearly 7 million posts in 2024 alone, TikTok has successfully created a passionate and engaged global community. The MLS account on TikTok boasts the largest international audience among North American sports leagues and has seen significant growth in user interaction, with 65% of its audience outside the U.S. and a 194% increase in engagement.
This commercial initiative highlights TikTok’s ability to attract new audiences, especially among young fans who seek interactive and exclusive content. Additionally, focusing on a star like Messi allows the platform to capture even more attention, leveraging the excitement the player generates both locally and internationally.
The use of an exclusive camera to follow a single player represents a significant step forward in how soccer matches can be enjoyed by fans. This new form of interaction focuses on the visual experience and brings viewers closer to the most iconic figures in the sport. TikTok viewers will have the unique opportunity to watch Messi in continuous action, without interruptions—something not typically offered in traditional sports broadcasts. In the end, Leo Messi is one of the most followed athletes on social media, so engagement is almost assured.
For fans wanting to watch the full match, it will also be available on Apple TV through the MLS Season Pass, offering multiple viewing options. However, what sets this exclusive TikTok broadcast apart is its focus on delivering more dynamic, player-specific content, which has captured the attention of a global audience.
Photo: TikTok Newsroom.
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