Apple TV has had a 100% viewership increase during the first week of the 2025 Leagues Cup tournament compared to last year, Leagues Cup executive director Thomas Mayo told USA TODAY Sports on Saturday, Aug. 2.
Inter Miami’s first match in the tournament against Atlas on July 30, which was Lionel Messi’s first game after his MLS All-Star Game suspension and Rodrigo De Paul’s debut with the club, became one of the top three most most-viewed matches on MLS Season Pass in 2025, Mayo added.
FS1 and Univision have also claimed double-digit rating gains, with official numbers expected to be announced later this week. Social media impressions have also increased by 233%, according to the Leagues Cup executive.
The format is catching on: While 93% of the matches are between Major League Soccer clubs and Mexican Liga MX teams from Mexico, the teams are competing to be among the top four from their respective leagues to reach the knockout stage.
Matches tied at the end of regulation immediately go to penalty shootouts, adding thrilling finishes like Mazatlán’s 11-10 win over Los Angeles FC to settle a 1-1 draw.
Mayo credits the players’ “energy and excitement to win” as a major factor in the first week of viewership success.
“It boils down to a positive narrative of this rivalry between the two leagues, and we’re seeing that come out strong in these four opening games,” Mayo said in a phone interview. “This is a tough competition to win. The performance levels are high, and the fans and viewers are liking it.”
The buy-in from players and coaches has also been significant, with Messi delivering a glowing compliment to the tournament’s format change after he delivered the game-winning assist in Inter Miami’s 2-1 win against Atlas.
“It’s a nice test for us too, playing against Mexican teams. Now the format has changed, and honestly, it’s more enjoyable and easier to play, right? And it’s a nice competition,” Messi said in an Apple TV interview. “Though we’re playing against Mexican teams, the table is on our side, and we have to score more than the others. So, winning is very important.”
Messi led Inter Miami to the first Leagues Cup title, shortly after his MLS arrival in 2023. He was injured and did not play in the 2024 Leagues Cup, won by the Columbus Crew.
The first phase of the 2025 Leagues Cup group stage has provided some memorable moments.
Reigning MLS Cup champions L.A. Galaxy beat Tijuana 5-2 on July 31. It was a big win for the Galaxy, who rank last in the MLS Supporter’s Shield standings, while both Tijuana goals were scored by 16-year-old Mexican phenom Gilberto Mora.
The Seattle Sounders, who played in the FIFA Club World Cup, dominated 7-0 against reigning Concacaf Champions Cup winners Cruz Azul on July 31. Pedro de la Vega finished with a brace, but his final goal of the match may be one of the best goals scored this year.
“I didn’t actually know what I was going to say to them in the locker room because it was such a tremendous win for the club. In this club’s history, it ranks right up there with all of the big wins that we’ve had,” Sounders coach Brian Schmetzer said after the match.
“We have the chance to win the Supporters’ Shield, MLS Cup [and] we came with everything to win this Leagues Cup, and we are going to go for it,” Evander said.
Phase One continues with Messi and Inter Miami facing Necaxa on MLS Season Pass, while Club America faces Minnesota on FS1/TUDN on Aug. 2.
The final three gamedays for Phase One are Aug. 5, 6 and 7 — when the knockout stage will be decided.
The Leagues Cup quarterfinals are Aug. 19-20, the semifinals on Aug. 26-27.
The final and third-place match will be played on Aug. 31. The finalists and third-place winner will receive berths to compete in the 2026 Concacaf Champions Cup — a pathway to the next Club World Cup in 2029.
“For some players, the Leagues Cup is their first international tournament and some teams could win their first international trophy,” Mayo said. “People are starting to recognize that over the next 10-20 years of how important this will become as a cornerstone of not only global soccer, but for U.S. Soccer as well.”