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Read More Number of bets on MLS increase 33% compared to 2022; Lionel Messi increases global appeal of MLS to drive betting growth
7 November, 2023 – The arrival of global soccer superstar Lionel Messi to Major League Soccer (MLS) has had an unprecedented impact on the US soccer league’s popularity and betting engagement around the world, according to new data from leading sportsbook provider Kambi, with 2023 becoming the most bet on MLS season ever.
Ahead of the 2023 MLS Cup this weekend, network data from Kambi’s global partner network reveals that the 2023 MLS season witnessed a 33% increase in bets compared to 2022, fuelled by Messi’s mid-season arrival in July at Inter Miami CF which became the most bet on MLS team of the year.
The surge in popularity of Inter Miami, which is co-owned by former England captain David Beckham, saw them jump from the 15th most bet on team in 2022 to the most popular this season, one place above Los Angeles FC which play Columbus Crew in the MLS Cup on Saturday. The number of bets on Inter Miami were 44% higher than those of Los Angeles FC, while Inter Miami were involved in eight of the top 10 games this season.
The arrival of international soccer superstars such as Messi, winner of a record eight Ballon d’Or awards and recently named Time Magazine’s Athlete of the Year for 2023, has also given the MLS a global platform, particularly in Latin America where Kambi has seen strong betting growth in markets including Messi’s home country of Argentina which saw bets increase 135% compared to 2022.
“The arrival of Lionel Messi to the MLS has been a landmark moment for the league and it’s looking even more likely he will soon be joined at Inter Miami by former Barcelona teammate Luis Suarez. Messi’s global appeal and star power have captured the attention of fans worldwide, and this has translated into a significant increase in betting engagement on MLS matches.”
Messi is already the most bet on player in the MLS of the last four years, quickly catching up with Zlatan Ibrahimović and Carlos Vela as the most bet on player in the MLS of all time. The number of bets on Messi in 2023 are 140% higher than that of Los Angeles FC winger Denis Bouanga who is in second place.
Kambi network MLS 2023 insights (by number of bets):
Most popular MLS teams to bet on
- 1. Inter Miami CF
- 2. Los Angeles FC
- 3. FC Cincinnati
- 4. Philadelphia Union
- 5. Seattle Sounders
- 6. Columbus Crew
- 7. Orlando City
- 8. Los Angeles Galaxy
- 9. Atlanta United FC
- 10. FC Dallas
Most popular players to bet on
- 1. Lionel Messi
- 2. Denis Bouanga
- 3. Dániel Gazdag
- 4. Cucho Hernández
- 5. Hany Mukhtar
- 6. Thiago Almada
- 7. Luciano Acosta
- 8. Giorgos Giakoumakis
- 9. Carlos Vela
- 10. Christian Benteke
Top 10 MLS games
- 1. Los Angeles FC vs Inter Miami CF
- 2. Inter Miami CF vs Nashville SC
- 3. Atlanta United FC vs Inter Miami CF
- 4. New York Red Bulls vs Inter Miami CF
- 5. Orlando City vs Inter Miami CF
- 6. Inter Miami CF vs Toronto FC
- 7. Inter Miami CF vs Sporting Kansas City
- 8. Los Angeles FC vs Houston Dynamo
- 9. Los Angeles Galaxy vs Los Angeles FC
- 10. Inter Miami CF vs FC Cincinnati
Top five MLS markets (pre-game)
- 1. Moneyline
- 2. Total goals
- 3. Both teams to score
- 4. Double chance
- 5. Total corners
Top five MLS markets (in-game)
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- 1. Moneyline
- 2. Total goals
- 3. Total goals – 1st half
- 4. Total corners
- 5. Both teams to score
