As the soccer season heats up, so does the excitement surrounding the 2025 Leagues Cup, returning to MLS Season Pass on Apple TV starting July 29. This tournament, which pits clubs from Major League Soccer (MLS) against those from Liga MX, offers unique opportunities not only for fans but also for small business owners looking to capitalize on the increased interest in soccer.
The Leagues Cup is the first in-season club tournament in North America across all men’s professional sports, and this year it boasts a revamped format that emphasizes the rivalry between MLS and Liga MX teams during the initial phases. With matches running until August 31, this month-long event will feature 62 games, all available exclusively on MLS Season Pass.
Fans will benefit from a comprehensive viewing experience, as MLS Season Pass enables access to live broadcasts worldwide, with commentary in both English and Spanish, and no blackouts blocking the action. For small business owners, particularly those in the hospitality and retail sectors, providing a venue for fans to gather and watch these matches can drive foot traffic and enhance customer engagement.
In a nod to the growing popularity of the tournament, the professional players involved are emphasizing the competitive nature and marketing opportunities the Leagues Cup presents. "It’s going to be a great tournament between MLS and Liga MX,” said San Diego FC forward Hirving “Chucky” Lozano, tapping into the spirit of competition that can ignite local passion for the sport.
Every Leagues Cup match offers a chance for local businesses to promote soccer-themed events, including viewing parties or special promotions tied to match outcomes. For instance, bars and restaurants can create exclusive menus or deals to attract fans looking for a social atmosphere while watching their favorite clubs compete. This presents an excellent opportunity for small business owners to not only increase sales but also build a community-centric brand identity, as local support for participating teams often correlates with increased consumer loyalty.
However, navigating the opportunities isn’t without potential challenges. The competitive nature of this tournament means businesses must act quickly to effectively promote events and offers. Owners need to consider their target demographic and how they can most effectively engage soccer fans, which may include advertising on social media or collaborating with local influencers to amplify their reach.
The tournament’s new structure includes a knockout phase culminating in a final that promises to draw significant viewership. As noted by C.F. Monterrey midfielder Sergio Canales, the growth of the Leagues Cup has become evident, reflected in the diverse talent pool aligning with teams and generating excitement among fans. Investing in advertising and promotional efforts during this peak interest period can yield a substantial return for small businesses.
Subscribers to MLS Season Pass can enjoy the option to stream multiple matches simultaneously through Multiview, allowing businesses to offer fans a multifaceted experience. For venue owners, this feature can encourage larger gatherings and more prolonged patronage as fans stay engaged for the duration of the matches. Importantly, up to 37 Leagues Cup matches — including all knockout rounds — will be available at no additional cost for Apple TV+ subscribers. This arrangement enables businesses to draw in a broader customer base while satisfying the demands of fans who want to catch every minute of the action.
For those looking to engage deeper with the tournament, excitement builds with the introduction of exclusive content available through Apple. This includes behind-the-scenes access, commentary from former professional players, and detailed stats that can provide additional value for customers. Owners may consider integrating such content into their businesses through tournaments or trivia nights, which can further enhance patron experiences.
Participation in the Leagues Cup provides business owners with an ongoing opportunity not just to capitalize on increased soccer interest but also to cultivate a strong and community-focused brand. With accessible streaming options and a competitive landscape poised for growth, there is ample room for innovation in how local businesses engage with customers during this fascinating period of soccer excitement.
More details about the tournament can be found at the official announcement here.
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