Major League Soccer Is Wrong About the Value of Its Rights

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New VIP+ Analysis: While the league wants its new package to be worth $300M, exclusive data shows the true cost should be way less.

On this measure, MLS falls considerably short of other domestic sports, barely hitting a million total viewers for its biggest game of the season. For comparison, the Super Bowl’s TV audience was 80.4x greater than the MLS Cup Final, and the deciding games of the MLB World Series and NBA Finals were 12.3x and 11x greater, respectively.that ESPN and Fox were happy with the large price tag as they thought the sport had room to grow.

With the EPL not having a postseason tournament to crown a champion, a fairer comparison for the MLS Cup is the UEFA Champions League . That tournament’s final has consistently outdrawn the MLS equivalent, with 2021’s final on CBS seeing almost double the audience for the MLS Cup on ABC. The EPL airs live on TV, with weekend games scheduled to kick off from 7:30 a.m. to 12:30 p.m. This is quite unlike MLS, which airs games either in the afternoon or in primetime evening slots. Yet comparing viewership of the most watched regular-season games between the two leagues sees the EPL with an audience of around double that of MLS, even with the arguably worse timeslots.

The MLS rights package also includes rights to international friendly games for the U.S. Men’s and Women’s National Teams. These are not quite the audience draws one would assume. Most USMNT and USWNT games belong to other rights packages for the competitions being played .

 

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