The Impact of Leo Messi’s Arrival on the MLS: A Game-Changer for Soccer in the US

Major League Soccer: A New Era with Messi’s Arrival

Pelé, Cruyff, Beckenbauer, Ibrahimovic… the list of stars who have graced the soccer fields in the United States is long and glamorous. However, Major League Soccer (MLS) remains the smallest of the major North American leagues, trailing behind basketball, American football, baseball, and hockey. The arrival of Lionel Messi is a new attempt to boost interest in this sport in a country that will co-host the next World Cup in 2026 alongside Mexico and Canada.

The Difficult Roots of Soccer in America

David Beckham, the new boss of Messi’s team, knows better than anyone the challenges of establishing soccer on American soil. In a country where soccer is often overshadowed by helmets and touchdowns, the first major attempt to introduce the “other soccer” was made in 1968 with the North American Soccer League (NASL). Legends such as Cruyff, Pelé, Eusebio, Beckenbauer, Müller, and Best graced the league in the 1970s. Despite their efforts, soccer failed to connect with the public, and the league eventually closed in 1985.

The ‘Galactic’ Savior of the League

It took nearly a decade for soccer to regain its popularity, thanks to the 1994 World Cup hosted by the United States. The national team performed well, led by the iconic goatee of Alexis Lalas, who played a crucial role in the league’s revival. In 1996, the league was renamed MLS, and Lalas, as the president of the Los Angeles Galaxy, successfully convinced Beckham to leave Madrid and join the team in 2007. Beckham’s arrival saved the league from another decline and brought stability. When he retired in 2013, the league had grown from four franchises to 19. Beckham’s influence continued as he became the co-owner of a new club, Inter Miami, in 2014, retaining 10% ownership and serving as the visible face of the club.

The Impact of Messi’s Arrival

“There will be a before and after Messi when we talk about sports in the US,” said Jorge Mas, president of Zaragoza and an MLS owner. Messi’s presence in the league is expected to make him the greatest ambassador in MLS history. The impact is already evident, with ticket prices for the Inter Miami-Cruz Azul game skyrocketing from $29 to $329 within 24 hours of Messi’s debut announcement. The demand for tickets has been overwhelming, with the club expanding its stadium capacity but still unable to meet the requests. Inter Miami’s Instagram followers have surged to 8.3 million, surpassing all other MLS franchises as well as hockey, baseball, and American football, with only four NBA teams having more followers.

A Boost for the League and Market Value

Apple’s streaming deal worth $2.5 billion to broadcast MLS matches globally and Adidas’ $830 million agreement to equip all MLS teams have played significant roles in attracting top talents like Messi. Apple has even offered Messi a percentage of new hires, while Adidas has promised a share of jersey sales. Messi’s contract with Inter Miami is set to be two and a half years, earning him over $50 million per year and including a club participation clause. This signing is expected to increase the market value of all MLS teams.

Bojan’s Perspective

Bojan Krkic, a former teammate of Messi’s and a player in the MLS, describes Messi’s arrival as a gift for the league and Inter Miami. He believes that Messi’s presence will attract attention from both the public and players who aspire to play alongside or against him, providing greater visibility for the league. Bojan acknowledges that soccer is still not as popular as other sports in the US but emphasizes the league’s continuous growth, evolution, and global recognition. He concludes by expressing his confidence that Messi will thoroughly enjoy his time in the MLS.

Strategic and leadership role.

The Arrival of Messi

Now, with the signing of Lionel Messi, MLS is hoping to enter a new era of success and popularity. Messi’s arrival is seen as a significant coup for the league, as he is widely regarded as one of the greatest soccer players of all time. The hope is that Messi’s presence will attract more fans, sponsors, and media attention to MLS, helping to elevate the league’s status both domestically and internationally.

The timing of Messi’s arrival is also significant, as the United States is set to co-host the 2026 World Cup. This presents an opportunity for MLS to capitalize on the increased interest in soccer and establish itself as a major player in the global soccer landscape.

In addition to his on-field skills, Messi’s off-field impact is also anticipated. His star power and personal brand could attract other high-profile players to MLS, further raising the league’s profile and competitiveness. This could potentially lead to more investment in player development and infrastructure, ultimately improving the overall quality of the league.

The Future of MLS

The arrival of Lionel Messi marks a pivotal moment for Major League Soccer. It represents a chance for the league to break through into mainstream American sports culture and solidify its place among the top sporting leagues in the country. While there are still challenges to overcome, such as increasing attendance and TV ratings, the addition of Messi brings renewed excitement and optimism to MLS and its fans.

Only time will tell how successful Messi’s tenure in MLS will be and what kind of impact it will have on the league as a whole. However, there is no doubt that his arrival has generated significant buzz and anticipation, signaling a new era for Major League Soccer.

What strategic measures can MLS take to capitalize on Lionel Messi’s arrival and elevate its status domestically and internationally?

There are several strategic measures that Major League Soccer (MLS) can take to capitalize on Lionel Messi’s arrival and elevate its status domestically and internationally:

1. Promote Messi’s Arrival: MLS should heavily promote Messi’s arrival through various marketing channels, such as social media, television, and print ads. This will create a buzz and generate interest both domestically and internationally.

2. Increase Broadcasting Deals: MLS can negotiate and secure broadcasting deals with major television networks around the world to ensure wider coverage of matches featuring Messi. This will help expose MLS to a global audience and attract more international viewership.

3. Enhance Stadium Experience: MLS should invest in upgrading stadiums to provide a top-notch experience for fans. This includes improving facilities, increasing seating capacity, and creating a vibrant atmosphere during matches. A world-class stadium experience will attract more fans and make MLS more appealing to domestic and international audiences.

4. Highlight Rivalries: MLS can emphasize rivalries between teams featuring Messi, creating an intense and captivating competition that generates excitement and media attention. This will not only elevate the status of MLS but also make individual matches more attractive to fans.

5. Boost Youth Development: MLS should invest heavily in youth development programs to attract and nurture young talents. By showcasing success stories and highlighting the pathway to professional soccer, MLS can establish itself as a league that produces top-notch players and competes at a high level.

6. Strengthen Competitive Balance: The addition of Messi will inevitably increase the competitiveness of MLS. However, the league should ensure a balance between teams to make matches competitive and captivating for fans. Measures like salary caps and revenue sharing can be implemented to prevent monopolization by a few rich clubs.

7. Form Partnerships: MLS can form partnerships with international clubs, leagues, and federations to exchange knowledge, share resources, and collaborate on initiatives. This will enhance MLS’s reputation as a global soccer league and provide opportunities for talent exchange and player loan programs.

8. Support Community Initiatives: MLS can engage in community initiatives, including charity work, soccer academies, and grassroots programs. This will help in expanding its fan base, connecting with local communities, and establishing a positive image domestically and internationally.

Overall, MLS has a unique opportunity to capitalize on Lionel Messi’s arrival and elevate its status both domestically and globally. By implementing these strategic measures, the league can attract more fans, increase media coverage, and establish itself as a prominent soccer league.