As Major League Soccer (MLS) gears up for its 30th season this weekend, small business owners have reason to pay attention, not just out of sports enthusiasm but due to potential market opportunities and promotional strategies that could emerge from this vibrant soccer season. With MLS Season Pass now available on Apple TV, interest in soccer is expected to surge, which presents businesses with unique avenues to capitalize on the excitement that comes with live sports.
MLS Season Pass offers viewers access to every match without blackouts, alongside extensive coverage, analysis, and exclusive soccer content—effectively making it the go-to destination for soccer fans looking to engage deeply with the sport. Oliver Schusser, Apple’s vice president of Apple Music, Apple TV+, Sports, and Beats, stated, “With new ways to watch, expansive programming, and incredible exclusive content, this will be Major League Soccer’s biggest season yet.”
For small business owners sporting a customer base that includes soccer fans, this heightened interest in MLS could translate to foot traffic, promotional opportunities, and increased sales. Restaurants and bars can use the MLS Season Pass to host match-viewing events, creating an engaging space for local fans to gather. Promotions like “happy hours” during games or soccer-themed menu items can capitalize on the spike in spectatorship.
Moreover, companies in the service sector can consider sponsoring local teams, driving brand recognition among enthusiasts. Collaborations that offer discounts to MLS Season Pass holders or special deals for T-Mobile customers—who may receive complimentary access—could be a savvy move to attract soccer fans while enhancing customer loyalty.
Potential challenges do exist. Small businesses will need to keep an eye on operational costs associated with subscriptions or additional staffing during high-traffic game times. Moreover, they must compete not only with other local businesses but also with larger establishments that may have more resources to create grander events or promotions.
An additional layer of engagement comes from what the league has dubbed “Sunday Night Soccer,” where businesses can offer fans an enhanced viewing experience. Featuring a notable match each week, this series allows for dedicated preview and recap shows, creating a built-in customer base eager to watch the games at established venues. The first match under this initiative features an exciting matchup with San Diego FC making its debut against the LA Galaxy, giving businesses an immediate opportunity to promote viewing events.
A significant boost for small business owners in the dining and entertainment sector is that the MLS Season Pass isn’t limited to just individual subscribers. It’s also available through DIRECTV, which has exclusive rights to provide MLS Season Pass to commercial establishments, including over 300,000 sports bars and restaurants across the country. This means that businesses using directly affiliated streaming can better market themselves as official viewing spots for games, attracting customers specifically looking for a place to watch live soccer.
Offering exclusive promotions, such as the free preview of MLS Season Pass on DIRECTV channels—which runs from February 22 to March 1—could entice patrons to visit venues. Businesses should prepare for high engagement by promoting these special events through effective social media marketing and local outreach.
Small business owners should be aware of the MLS’s initiatives designed to engage a global audience, as soccer internationally attracts a diverse demographic. Thus creating an inclusive atmosphere with special promotions aimed at different cultural groups can serve to deepen community ties and bring in new clientele.
As soccer fandoms proliferate, providing a unique experience rooted in local culture and leveraging the capital that the MLS’s popularity brings can become an integral facet of a small business’s growth strategy this season. Such opportunities stand to benefit owners who are able to adapt, promote, and engage with their communities effectively.
For those interested in additional details and updates, the official information can be found here.
Image Via Apple
