Since Lionel Messi joined Inter Miami in July 2023, the world of Major League Soccer (MLS) has been experiencing an unprecedented transformation. What began as a bold $150 million bet on one of the greatest soccer players of all time has evolved into a cultural and financial revolution for both the club and the league. Messi's presence has not only elevated Inter Miami’s performance but also significantly boosted the league's global visibility, sparking increased ticket sales, record-breaking sponsorships, and massive merchandise demand.
A Global Icon in a Local League
Before Messi's arrival, Inter Miami was just another team in MLS, albeit with big ambitions. In 2022, the club reported $50-$60 million in revenue. But Messi's signing propelled the team to new heights, doubling revenues to an estimated $120-$130 million in 2023. Projections for 2024 suggest Inter Miami could surpass $200 million in revenue, setting a club record. This growth is largely driven by Messi's star power, which has attracted international sponsors and dramatically increased the club’s global appeal.
"With Messi, we’re no longer just a local club playing in MLS. We’re now competing on a global stage," said Xavier Asensi, president of business operations at Inter Miami.
The Sponsorship Boom
Messi’s presence has made Inter Miami a magnet for high-profile sponsorship deals. Before his arrival, the team’s sponsors were mainly smaller, local businesses. Post-Messi, however, the landscape has changed dramatically. In 2023 alone, the club signed 11 new multi-year partnerships with global giants like Audi, Visa, JPMorgan Chase, and Lowe’s.
For example, Audi is the only brand sponsoring both Inter Miami and the MLS at large, while Visa’s partnership focuses solely on Messi’s team, underscoring his international appeal. Even Lowe’s, a major competitor of MLS sponsor Home Depot, saw the value of aligning with Messi’s global reach. "We knew that with Messi and other big stars, Inter Miami was no longer just a South Florida team—it became an international brand," said Gerardo Soto, VP of brand marketing at Lowe's.
Messi Mania Drives Record Merchandise Sales
It’s not just sponsorships that have boomed—Inter Miami’s merchandise sales have skyrocketed since Messi's arrival. His pink Inter Miami jersey became the best-selling item in the Adidas sports portfolio, quickly topping the list of highest-selling MLS jerseys in both 2023 and 2024. Fans from across the globe now sport the Miami pink kits, and Messi’s teammate Luis Suárez, who joined the team later, is second on the list of top-selling jerseys.
To meet the incredible demand, Inter Miami opened their team store full-time. Prior to Messi’s arrival, the store was only open on game days, but the overwhelming demand for Messi-related merchandise led the club to open its doors year-round.
Impact on Ticket Sales and Game-Day Experience
The “Messi Effect” is not limited to merchandise and sponsorship deals. Inter Miami has experienced a huge surge in ticket sales since Messi’s debut on July 21, 2023, against Cruz Azul in Fort Lauderdale. Tickets for that game sold out within hours, and the stadium was packed with fans eager to witness Messi’s first appearance in MLS. This level of excitement has become the norm for Inter Miami matches, with the club selling out season tickets for 2024 months in advance.
In fact, 90% of season ticket holders renewed their packages for the 2024 season, a club record. To compare, Miami's premium tickets for 2024 range from $867 to $42,840, making them among the most expensive in MLS. Yet fans are more than willing to pay to witness Messi’s magic on the field.
Inter Miami’s International Expansion
Messi’s global appeal has also allowed Inter Miami to extend its reach beyond the United States. During the offseason, the team embarked on its first-ever global tour, playing matches in El Salvador, Saudi Arabia, Hong Kong, and Japan. In Hong Kong, the government confirmed it paid nearly $2 million to organize the friendly match, while other countries also made undisclosed payments to bring Messi and his teammates to their home turf.
These international games have further solidified Inter Miami’s place as a global football brand, a dream that was once distant for the fledgling MLS club.
A Bright Future for MLS and Inter Miami
Messi’s arrival has also had a broader impact on Major League Soccer as a whole. His presence in the league has drawn global attention to MLS, leading to increased viewership, social media engagement, and attendance across the board. MLS jersey sales grew by 41% from 2022 to mid-2024, largely due to Messi’s popularity and the addition of fellow stars like Luis Suárez, Sergio Busquets, and Jordi Alba to Inter Miami’s roster.
The excitement surrounding Messi has even reached the construction of Inter Miami’s new stadium, Miami Freedom Park, set to open in 2025. While it remains unclear if Messi will still be with the team when the stadium opens, his current contract runs through the 2025 MLS season, with an option for 2026. If Messi does stay to inaugurate the new stadium, Inter Miami can expect even more financial and cultural gains.
Conclusion
The "Messi Effect" has transformed not only Inter Miami but also the entire landscape of Major League Soccer. From record sponsorships and merchandise sales to international tours and a booming ticket market, Messi has propelled Inter Miami into global football relevance. While his future with the club remains uncertain, one thing is clear: Messi’s time in Miami has already left an indelible mark on the team, the league, and the sport in North America.
As Messi continues to perform and captivate fans, the club and MLS as a whole are reaping the benefits of his presence—setting the stage for a new era of soccer in the United States.
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