The news: TikTok renewed its Lionel Messi-focused live broadcast deal with Major League Soccer (MLS) after a successful 2024 livestream, per a blog post.

TikTok will partner with Apple TV to broadcast four select matches in the current MLS season, with a dedicated camera angle focused on Messi during each match.

Zooming out: TikTok recently extended its MLS partnership into a multi-year deal where the platform will share exclusive MLS content in-app. Its latest push with Apple TV follows the lead of social media platforms and streamers trying to get a piece of the sports pie.

• Meta struck a multimillion-dollar partnership to be the UFC’s “official fan technology partner.” The move integrated UFC across Meta platforms and products, including Instagram, Facebook, Threads, WhatsApp, and Meta glasses.
• X launched an NBA portal with a curated feed of NBA content to compete with Threads.
• Netflix is the streaming partner of the WWE, Amazon Prime maintains an 11-year deal with the NBA and WNBA, Peacock has an NBA package, and ESPN is exploring a flagship streaming service.
• Apple TV is trying to catch up with its competitors. The TikTok deal highlights Apple TV’s MLS season pass as the platform eyes other sports investments to build its viewer base.