© ProShots

One Year of Messi at Inter Miami: Transformative Impact on MLS

Introduction

In July 2023, Lionel Messi, often hailed as the greatest soccer player of all time, signed with MLS franchise Inter Miami. This move brought unprecedented attention to soccer in the U.S., comparable to David Beckham's arrival at LA Galaxy. Beyond the sporting realm, Messi's transfer promised to be a pivotal moment for Major League Soccer (MLS) from a business perspective.

Historically, men's soccer has lagged behind the NFL, NBA, MLB, and NHL in North America. These leagues have longer histories and are deeply embedded in U.S. culture. As MLS strives to catch up, Messi's presence has accelerated the sport's growth, both on and off the pitch, as the U.S. prepares to co-host the 2026 FIFA World Cup. One year after his arrival, we assess Messi's impact on key metrics such as attendance, sponsorship deals, and Apple's MLS Season Pass.

Attendance Surge and Ticket Prices

Record-Breaking Attendances

Messi's arrival triggered a surge in ticket prices as fans flocked to see the soccer legend. For his debut against Cruz Azul in the Leagues Cup, the cheapest ticket price skyrocketed from $29 to $459 overnight. The excitement wasn't limited to Miami; other MLS franchises also saw significant revenue boosts when Messi visited. For instance, the Chicago Fire sold out their 62,000-capacity Soldier Field stadium for Inter Miami's visit, even though Messi missed the game due to injury. This match alone generated 55% of the Fire's ticket revenue for the 2023 season.

Season Ticket Sales

Inter Miami capitalized on Messi's global appeal by selling out all season tickets for the 2024 season by November. The cheapest season ticket price almost doubled from $485 to $884, while the exclusive Midfield Club's price soared to $7,650.

League-Wide Attendance Growth

Messi's influence extended beyond Inter Miami. Total MLS attendance for the 2024 season increased by 13% compared to 2023, with 6.5 million fans attending matches by June 22nd, up 725,000 from the same date in 2023. The league set multiple attendance records, with 15 matches surpassing 40,000 fans, six exceeding 50,000, and five drawing over 60,000 spectators.

Apple’s MLS Season Pass

Subscription Growth

A unique aspect of Messi's contract was his share in new international subscriptions to MLS Season Pass on Apple. This partnership saw remarkable growth, with Messi's debut attracting over 100,000 new subscribers—the highest single-day sign-up since the service launched. For context, the day before his debut, there were only 6,143 new subscribers.

Continued Impact

By the end of the 2023 season, MLS Season Pass had surpassed two million subscribers, a significant increase from under one million before Messi's arrival. This growth underscores Messi's role in driving fans to the Apple platform, validating MLS's decision to partner exclusively with a streaming service.

Sponsorship Deals

Inter Miami's Revenue Boost

Despite nearing the end of his career, Messi remains a powerful marketing force. He topped SportsPro's list of the world's 50 Most Marketable Athletes in 2023. Inter Miami's chief business officer, Xavier Asensi, projected over $200 million in revenue for the 2024 season, with $60 million from sponsorships—double the previous year's figure.

High-Caliber Sponsorships

Messi's presence attracted prestigious brands to Inter Miami. In January, Royal Caribbean replaced XBTO as the front-of-jersey sponsor, with Messi prominently featured in the announcement. Other new sponsors included JPMorgan Chase, Visa, Lowe's, Duracell, and Audi. MLS at large also experienced sponsorship growth, with league-wide sponsorship revenue reaching a record $587 million in 2023, a 15% year-on-year increase.

Social Media Impact

Unprecedented Following

Messi's move to Miami created a social media sensation. Inter Miami's social media following now surpasses the cumulative total of all other MLS teams, making it the fourth most-followed U.S. sports franchise and third on Instagram. Since Messi's arrival, Inter Miami's social media presence has eclipsed NFL giants like the Dallas Cowboys and the Green Bay Packers, as well as MLB's New York Yankees.

Personal Social Media Growth

Messi's Instagram following also saw a significant boost. He is the most followed athlete in the U.S., with over 500 million followers. In comparison, LeBron James has 159 million followers. Since December 2022, Messi gained 100 million followers, highlighting the mutual benefit of his move to the U.S.

Conclusion

Bringing Lionel Messi to MLS was a calculated risk that has paid off immensely. His influence has driven unprecedented attendance, skyrocketing ticket sales, significant growth in Apple's MLS Season Pass subscriptions, and a surge in high-profile sponsorships. Social media engagement has also seen remarkable growth, cementing Messi's legacy both on and off the pitch. One year on, MLS can confidently affirm that signing Messi was a transformative business decision.

Source: SportsPro Media