Lionel Messi, the renowned soccer superstar, has participated in less than 10 matches within the U.S. professional soccer league for men, resulting in unprecedented impacts. Messi's arrival at Inter Miami CF of Major League Soccer (MLS) in late July has led to notable increases in ticket prices and market activity in areas where the team has played. His signing has also driven record-breaking sales of jerseys and merchandise, and there has been a substantial surge in TV and streaming viewership.
Camilo Durana, the executive vice president of club services and fan development at MLS, acknowledges the remarkable influence Messi has had on the league, even though it hasn't yet reached the levels of more prominent U.S. professional sports leagues like the NFL and NBA in terms of viewership and ticket costs.
Sports consultant Lee Berke highlights the need for more players of Messi's caliber within MLS, citing the league's history of attracting stars such as David Beckham, Wayne Rooney, and Thierry Henry during the twilight of their careers, which has boosted fan engagement and viewership.
Apart from competition from well-established leagues for top talent, Saudi Arabia's Public Investment Fund has entered the scene by luring players with lucrative offers, including Messi. Notable players like Neymar, Cristiano Ronaldo, and Karim Benzema have accepted such offers, leading to contracts worth hundreds of millions of dollars.
Messi, the Argentine sensation, joined MLS in July following a 2022 World Cup victory. His departure from Paris Saint-Germain and previous stint at FC Barcelona, which began when he was just 13, has contributed to his impact on MLS, giving the league a much-needed boost.
Since joining Inter Miami, Messi has propelled the team to the position of the highest-selling MLS team for ticket sales, a significant jump from the 13th spot on StubHub. He is also the top-selling player across all sports on the Fanatics platform, driving merchandise sales for Inter Miami.
While Messi's presence has driven remarkable changes in ticket sales and engagement, MLS is still striving to match the viewership and popularity of the NFL and NBA. Nevertheless, the surge in ticket prices and demand for Messi games on the secondary market has been unparalleled for MLS. Despite this, the average ticket prices for NFL and NBA events remain higher, indicating the continued dominance of those leagues.
In conclusion, Messi's arrival at Inter Miami has caused substantial shifts in ticket sales, merchandise, and viewership for MLS, yet the league still faces challenges in catching up to the more established U.S. professional sports leagues in terms of overall popularity and viewership.