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Lionel Messi s arrival in the US to play for Inter Miami FC has caused a twofold surge in Major League Pass subscribers on Apple TV+, sparking a "Messi Effect". Recent data from Apple reveals that the three most-watched MLS matches ever occurred within the week of Messi s induction into the league, while there has also been an unprecedented surge in stadium attendance. To enhance viewer experience, MLS Season Pass has introduced enhanced coverage for Inter Miami s matches, including drone footage and bilingual sideline reporters. Apple s recently announced 10-year deal with Major League Soccer is valued at nearly $2.5 billion. ....