Apple executive Eddy Cue wants Major League Soccer to eventually become the best soccer league in the world.

Less than a year since launching MLS Season Pass in February, Cue believes the league has the potential to one-up more established leagues in Europe and other parts of the globe. 

‘When I think of America, it’s the biggest country in the world, the most [powerful] economic country in the world,’ Cue said. 

Cue went on to say that Apple bought the rights to MLS with intentions of elevating the league past the mass expectations.  

Apple Senior Vice President Eddy Cue wants MLS to be the best soccer league in the world

MLS viewership grew massively after Lionel Messi signed with Inter Miami in July of 2023

‘When I looked at the 10 years, yeah, in my mind, we got into this because we thought that together, we could build the best soccer league in the world,’ Cue added. 

‘That’s the goal. That’s the objective. You know, we’re trying to be the best. Otherwise, why do it?’ 

The first year of Apple’s decade-long $2.5billion contract with MLS could not have come at a better time. In July, Lionel Messi shocked the world by signing a record-breaking deal with Inter Miami. 

The eight-time Ballon d’Or recipient and 2022 World Cup winner became responsible for MLS’ viewership, following, attendance and revenue ballooning in a matter of months. Despite Miami failing to make the MLS Playoffs, more eyes are set on the league ahead of Messi’s first full season with the Herons. 

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Messi followed the trail blazed by Inter Miami owner David Beckham in 2007 when he left Real Madrid to join the LA Galaxy. Although other stars such as Wayne Rooney, Andrea Pirlo, Zlatan Ibrahimovic and Gareth Bale took their careers to the United States before Messi, they did not have the same impact as the Argentine. 

‘Obviously, right now there’s Premier League, La Liga, and Serie A and all that standpoint around, all these different leagues,’ Cue added. ‘But you’re starting to see this – Messi wanting to come play here says a whole lot.

‘There’s a lot of players that are going to want to come play here and be part of this growth, of this opportunity.’

Ticket prices and sales at MLS games skyrocketed after Messi’s blockbuster deal with Miami

Despite having one of the worst records in MLS, Messi made Inter Miami the team to watch

Other soccer stars including Wayne Rooney, Zlatan Ibrahimovic and Gareth Bale played in MLS

Messi’s arrival was followed by former FC Barcelona teammates Jordi Alba and Sergio Busquets also signing with Miami. Luis Suarez is also reportedly joining the reunion next year. 

On the other side of the globe lies the MLS’ biggest competitor in signing players outside of Europe. The Saudi Pro League has been paying massive amounts of money for players such as Cristiano Ronaldo, Neymar, Karim Benzema and Sadio Mane. 

Another barrier for Apple is the little amount of money they are putting into a behemoth of an ambition. Apple is paying MLS a guaranteed $250m per season for global streaming rights. Meanwhile, the Premier League receives a total of $4.3b per season from worldwide rights deals. 

Whether this goal materializes remains to be seen. But as of now both Apple and MLS have long ways to go for it to happen.