Hey, will the soccer-loving Apple TV please stand up?

We’re talking about the one that joined arms with Major League Soccer in the arms race to get Lionel Messi over to Major League Soccer. Let’s be honest, the world’s greatest player wasn’t ready to sell his soul to Saudi-backed millions (billions?), but he wasn’t coming to Inter Miami for free either.

The deal spawned not just renewed interest in the League from casual fans but also diehards (MLS will refer to them as “niche audiences”) with sign-ups to the streaming service in addition to the spawn of an entirely new tournament, the MLS vs. Mexico draw of Leagues Cup, which was a success before Messi arrived, but exploded as he guided Inter to the inaugural title.