Lionel Messi: How Argentina star launched Inter Miami’s fame

MLS suddenly became part of the global football conversation and nearly all Inter Miami matches sold out instantly.

Their presence on social media has grown from around two million to today’s 50 million.

Average MLS attendance increased by nearly 20% after Messi’s debut, and global streaming doubled in his first 10 matches.

More importantly, the league has no longer been a minor curiosity but has become an indispensable part of daily sports bulletins. Americans are finally starting to take football seriously.

In the dynamic pricing system, tickets rose rapidly. Prices were around £40 before Messi, but today they are between £150 and £200 to see Miami in action.

The sides hosting Inter Miami and Messi will change their home grounds to keep up with demand.

On April 19, the Columbus Crew moved its home fixture against Inter Miami from Lower.com Field Stadium in Columbus (capacity 20,371) to Huntington Bank Field in Cleveland (capacity 60,614), home of the Cleveland Browns NFL team. 150 miles north of Columbus.

It was a sellout, a single-game record for a Crew home game, and the largest non-NFL event in the stadium’s history.

Annual club revenue rises from £41 million in 2022 to £160 million in 2024.

The ‘Messi effect’ has enabled the league to reach a record attendance in 2023-24, with more than 11.4 million fans in attendance.

Its debut helped create 300,000 new MLS Season Pass subscribers on Apple TV, doubling its base. Messi’s number 10 jersey became the best-selling jersey in the league, with sales increasing by 41%.

The impact was also felt by other clubs, who earned an additional £63 million from ticket sales by hosting Inter Miami. Additionally, the average ticket price increased by 1,700% and gate receipts reached £198 million.

Asensi explains: “Leo is irreplaceable. There will be no one who can fill those shoes. We are trying to build this legacy in a way that will be a magnet for other good players to come.”

There are other initiatives to attract and develop new players, such as the Inter Miami foundation to support youth football, as well as the Dreams Cup, a platform for young talent.