Lionel Messi’s MLS Debut Boosts Web Traffic & Affiliate Conversions for Playmaker Capital’s Soccer Media Brands

Toronto, July 31, 2023 – Playmaker Capital Inc. (TSX-V: PMKR) (“Playmaker”) the digital sports media company that delivers authentic content experiences through its portfolio of sports media brands, disclosed today that its Latin America and US Hispanic focused media business, Futbol Sites, is experiencing a significant increase in engagement as a result of Lionel Messi’s arrival to Major League Soccer (‘MLS”) and the ongoing Leagues Cup Tournament. In addition to an increase in web sessions, select Futbol Sites media brands are facilitating more user conversions with enhanced efficiency for their affiliate partners, notably streaming providers.

Futbol Sites is the largest regional digital sports media group in Latin America and its US-based soccer media brand, World Soccer Talk, is a leading provider of “where-to-watch” and breaking news soccer content. World Soccer Talk has seen a 48% increase in web visits over the last 30 days compared to the previous 30-day period.

Since June 2023, Futbol Sites, inclusive of World Soccer Talk, has delivered thousands of subscribers from 47 different countries to Apple TV for the MLS Season Pass offering. In anticipation of Lionel Messi’s MLS and Leagues Cup debut, the number of subscriber conversions in the month of July increased more than 730% compared to 2023 monthly averages. Since Lionel Messi’s decision to join Inter Miami, MLS Season Pass has increased its subscriber base by 43%.[1]

Lionel Messi’s arrival to MLS is having a compounding effect on soccer’s current position as the fastest-growing team sport in the US. The sport is experiencing numerous tailwinds, including increased youth participation rates,  broad demographic appeal, and increased corporate commitments.[2] The Hispanic population is growing at a faster rate than any other demographic in the US[3], and Adidas and Apple have executed record-setting rights deals, cumulatively valued at more than US$3.4 billion, with MLS in the past year.[4]  Looking ahead to World Cup 2026 in Mexico, Canada, and the US, and as soccer fandom continues to proliferate across the Americas, Futbol Sites is uniquely positioned to serve as a valuable media and affiliate partner to advertisers that wish to engage soccer fans.

Neither TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.


Playmaker (TSX-V: PMKR; OTC: PMKRF) is a digital sports media company that acquires and integrates premier fan-centric media brands, curated to deliver highly engaged audiences of sports fans to tier one advertisers, online sports betting operators, and sports federations and leagues. Leveraging its in-house technology stack, Bench, and with a 360-degree view of sports fans, Playmaker delivers authentic digital content experiences for sports fans and best-in-class results for its partners across the Americas.

For more information, visit: or contact Playmaker Chief Executive Officer Jordan Gnat via email |T: (416) 815-4993.

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Elias Blahacek – E: | T: (416)-254-4345

[1] 26 July 2023, Tom Kludt, Vanity Fair

[2] 23 September 2022, Derek Reese, World Soccer Talk

[3] 25 July 2023, John Wall Street

[4] 22 February 2023, Eben Novy-Williams, Sportico