The plain facts are that Lionel Messi signed for Inter Miami in July 2023 on a free transfer from Paris Saint Germain on a two-and-a-half year deal. The bigger picture is that it has had a stratospheric effect on America’s domestic soccer league.
Just eight months previously, the Argentine superstar had finally won his first World Cup in a thrilling match against France. Messi has always been hot news, but this move away from the beating heart of a European club to play in the MLS was a step into the unknown for both parties.
His football brilliance was apparent as he scored eight goals in the first five appearances in the opening campaign. There followed a number of less consistent performances as Inter ended out of the playoffs and second bottom of the table.. 2024 has seen a huge upsurge with virtually a goal a game ratio in the league and assists in double figures as Miami sit top of the Eastern Conference.
Messi’s mere presence has changed the landscape for the MLS in terms of eyeballs and growth. “We are overjoyed that the greatest player in the world chose Inter Miami CF and Major League Soccer, and his decision is a testament to the momentum and energy behind our League and our sport in North America,” MLS commissioner Don Garber said at the time.
Signing a world star who had peaked globally in Qatar for a $150 million contract to a league that wasn’t La Liga or the EPL was a bit of a gamble. However, the financial metrics are staggering. Inter Miami have gone from generating revenue of about $60 million two years ago to a projected $200 million in 2024
The majority of this huge jump can be attributed to Messi even if he is in his dotage. “What we are doing now with the team is totally on an international level," Xavier Asensi, Inter Miami president of business operations told ESPN. "Now we are talking about the global interest. Now it is football, not soccer."
Messi immediately played to a sell-out crowd of over 20,000 on debut and tickets to his first away game were gone within ten minutes. The Messi effect has had a significant impact on attendance and viewership as well The MLS experienced a regular-season increase to just over 22K average fans per match––a five per cent increase over 2022. “The Maestro’s” debut also attracted more than 100,000 new subscribers to MLS Season Pass, the largest number of new sign-ups to the service in a single day
The recent game between Miami and Sporting Kansas City at the Arrowhead Stadium brought in a huge 72,000 crowd. The two magical Ms – Patrick Mahomes and Messi – were the reason for that figure and they embraced each other before the match. Mahomes, who co-owns the Kansas club, delivers to a crowd when it really matters, reflected in current NFL odds.
Messi may be in a different ballpark but the wow moments under pressure are similar. The Argentinian scored a fantastic opener and then produced a wonderful assist for Luis Suarez in a 3-2 victory.
These two players operate at a higher level and that magnetism moves millions. The NFL has never been more global since Mahomes played to his own drumbeat and Messi has the same DNA for the big occasion.
The demand to see the Argentinean home and away sent ticket prices through the roof. A Philadelphia vs. Inter Miami match had standing-room-only tickets going for $241 and field-level seats for over $16,000. It was totally unprecedented. While Messi was doing very nicely off the back of multiple sponsorships, new deals were being struck for the MLS too. Miami quickly became the fourth-most followed U.S. sports franchise on Instagram, ahead of all the big names in gridiron, baseball and hockey. It has also increased the ambition of the league in its quest to reach out and expand its product internationally.
Just as the likes of Liverpool and Manchester United travel long-haul for preseason tours to satiate their Asian and American followings, Messi was due to play in front of over 100,000 in China earlier in 2024 for the franchise. Unfortunately, these friendlies were called off but it was a sign of an ambitious league using their main man to go big.
The World Cup is co-hosted by the United States in 2026. By then, it’s highly unlikely that the eight-time Ballon d'Or winner will be kicking a ball for the current holders, but his presence has really thrust the MLS forward. Football will follow the number 10 until the very end. Retirement doesn’t look like it will have any impact on revenue when one player can make things happen everywhere and anywhere on and off the pitch. Messi sells.