Major League Soccer (MLS) has announced a "Player Spotlight: Messi" initiative, where a dedicated camera will follow Lionel Messi throughout select matches, starting with Inter Miami's Leagues Cup game against Necaxa on August 2, 2025. This broadcast, streamed live on TikTok, will feature a mobile-friendly vertical format with custom graphics, not a chest-mounted camera providing Messi’s point of view. The setup is similar to a previous stream in October 2024, which drew 6.4 million viewers, setting a record for the largest live U.S. sports audience on TikTok. Three additional matches with this format are planned for 2025, with dates to be announced.