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The Business Behind the 2025 MLS All-Star Game
Data-first. No fluff. Just the sharpest take in sports strategy.
Samuel Rogers
August 06, 2025
🔥 The Result
MLS All-Stars 3, Liga MX All-Stars 1
Venue: Q2 Stadium, Austin (20,738 attendance – sold out)
Format record: MLS leads 3–1 since format switch in 2021
Viewership (est.): 120,000+ avg streamers (+48% YoY)
⚙️ Who Showed Up and Showed Out
Player | Club | Impact | Analytics Take |
|---|---|---|---|
Tai Baribo | Philadelphia Union | MVP, 1 goal | 0.69 xG, 88% pass success, first Union MVP in ASG history |
Sam Surridge | Nashville SC | 1 goal | Conversion rate 25%, elite aerial threat |
Brian White | Vancouver | 1 goal | Underrated finisher: 0.61 xG from 2 touches in box |
Gilberto Mora | Club Tijuana | Goal (Liga MX) | Youngest ever ASG scorer (16), instant viral moment |
🔬 Baribo was also the top presser (7 successful pressures in attacking third), showing value beyond goals.
🧪 Skills Challenge — MLS Wins 6-5
Evander (CIN) stole the show:
Shot power: 132 pts vs 106 (Shooting Challenge)
5/5 accuracy (Passing Challenge)
Yohei Takaoka (VAN): Crossbar Challenge dagger
Cross & Volley: tied 70-70; MLS wins on style voting
Key stat: MLS players converted 63% of technical events vs Liga MX's 54%
💡 Strategic Storylines
1. Talent Depth > Star Power
Messi and Alba skipped the game (penalty pending), but the match still delivered. MLS leaned into its depth—not just celebrities.
Data: 5 different MLS teams contributed to goals/assists—showcasing league parity and balance.
2. Liga MX: Youth Marketing Engine
16-year-old Gilberto Mora became a breakout moment. His IG following jumped +29k in 48 hours.
Branding Value: Liga MX’s academy system delivers global interest plays. MLS needs to counter with Gen-Z stars.
3. Viewership Still Lags
Despite record growth, the ASG viewership remains well below NBA/NFL/MLB equivalents.
League | Avg. ASG Viewership | % Growth YoY |
|---|---|---|
MLS | 120,000 (streaming est.) | +48% |
NBA | 6.1M | +4% |
NFL Pro Bowl | 5.4M | -3% |
MLB | 7.1M | +2% |
Challenge: Without Messi, eyeballs dip. Without narrative, casuals don’t convert.
📈 Advanced Analytics Snapshot
xG (expected goals): MLS 2.9, Liga MX 1.1
Pass completion: MLS 91%, Liga MX 84%
Pressures in final third: MLS 41, Liga MX 26
Tackles won: MLS 12, Liga MX 9
Social engagements (first 24h): MLS 387k, Liga MX 201k
🔍 MLS All-Stars pressed higher, passed cleaner, and created 2.6x more scoring opportunities.
💬 Blunt Take
This wasn’t just an All-Star Game. It was a proof-of-concept for MLS's future: more parity, more youth, and yes—more data. But the viewership gap remains the biggest hill to climb. Until then, it's not enough to just win the match. MLS must win the moment.
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