If you followed the source that is cited/linked in the quote you copied you would have found:
> The Messi Effect is real! Subscribers to #MLSSeasonPass on @AppleTV have more than doubled since Messi joined @InterMiamiCF. Also, Spanish language viewership on #MLSSeasonPass on @AppleTV has surpassed over 50% for Messi matches and continues to rise. How exciting for a truly global fan base!