Messi’s TikTok LIVE Comeback Shows His Influence Goes Far Beyond MLS Headlines originally appeared on Athlon Sports.
Inter Miami CF forward Lionel Messi may have skipped the MLS All-Star Game, but his next move quickly overshadowed any controversy that decision may have caused.
Record-breaking “Messi Cam” returns for Leagues Cup
On Thursday, TikTok announced the return of “Player Spotlight: Messi” — a free live stream on the massive social media platform that will exclusively show Messi throughout Inter Miami’s upcoming Leagues Cup match against Necaxa.
The Leagues Cup is a CONCACAF-sanctioned interleague tournament featuring 18 MLS clubs and 18 clubs from Mexico’s Liga MX. It is a separate competition from MLS, which Messi won with Inter Miami in 2023 one month after his arrival in the United States.
Dubbed by fans as “Messi Cam,” the one-of-a-kind broadcast smashed TikTok’s record for the largest live audience for a U.S. sports event with 6.4 million live views when it debuted during Inter Miami’s first match of the 2024 MLS Cup playoffs against Atlanta United.
Here are some more details about how it will work in 2025:
- A dedicated camera focused on Lionel Messi throughout the match
- Fans can tune in on the @MLS, @InterMiamiCF or @AppleTV TikTok accounts
- After Inter Miami CF vs. Necaxa, three more matches will have “Player Spotlight: Messi”
Messi, MLS looking beyond All-Star Game drama
Since he was not injured, Messi’s absence from Wednesday’s MLS All-Star Game was perceived by some as a bad look for the league.
Many fans also took issue with MLS commissioner Don Garber, who refused to discuss a punishment for the Inter Miami star even though league policy states that a player skipping the game is subject to a one-game suspension.
“Miami has a schedule unlike any other team in the league…”
Commissioner Don Garber’s reasoning regarding Messi’s absence from today’s All-Star Game.Regarding a possible sanction, Garber decided today was not the right time to speak on it. #MLSpic.twitter.com/5Qb2FPOWWn
— César Procel (@_cesarprocel) July 24, 2025
Despite the outside noise, the relationship between MLS and Messi clearly has not wavered. The league continues to find innovative ways to promote its No. 1 star, seeking to capture Messi magic in the Leagues Cup in front of a worldwide audience on TikTok.
The ongoing partnership has a significant financial incentive for the eight-time Ballon d’Or winner, too. As part of Messi’s unprecedented $150 million contract, the 38-year-old receives equity in Inter Miami and revenue-sharing agreements with MLS partners Apple and Adidas.
The league understands the popularity of Argentina’s 2022 World Cup hero gives him an unmatched ability to recruit new fans, so he gets a cut of every subscription and jersey he helps sell.
Related: MLS Fans Bracing for Controversy Over Lionel Messi All-Star Game Punishment
This story was originally reported by Athlon Sports on Jul 24, 2025, where it first appeared.