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Lionel Messi’s announcement that he is going to Inter Miami seems to have brought a significant change to the landscape of football in the United States. From the perspective of popularity, the arrival of Messi has shifted the discussion, as he has been trailing behind in the United States for quite some time. For nearly three months, Messi’s presence has created a buzz both on and off the field in the American nation.
Messi’s move to Inter Miami has brought about a transformative change on the field for the team. Under his leadership, Inter Miami has achieved their first-ever appearance in the playoffs and secured a spot in another tournament’s final. Even qualifying for the Major League Soccer (MLS) playoffs is now within their grasp. The Messi effect is being felt not only on the field but also off it. The entire country seems to be caught up in Messi-mania.
The once ordinary pink jerseys of Miami now seem to have become a symbol of football in the United States, as Messi’s face adorns them everywhere. From billboards and public transport to television advertisements, everything is centered around Messi. Messi-centric merchandise can be found in stores, and even local beer vendors are selling “Messi Beer.” The Miami jerseys have “G.O.A.T. 10” (Greatest of All Time, Messi’s jersey number) printed on them, elevating them to iconic status.
Messi’s arrival has also had a significant impact on ticket sales for Inter Miami matches. Tickets for Inter Miami matches have been in high demand ever since Messi’s arrival was announced. Not only have all tickets for each match been sold out, but ticket prices have also skyrocketed to unprecedented levels. The average ticket price has increased from $110 to $690, and the most recent match against Los Angeles set a new record with ticket prices going up to $527. Ticket sales for MLS matches had never seen such high prices before. Even Miami jerseys were sold out immediately after they hit the market, with orders placed as far out as October, despite a down payment of $17,000.
Messi’s impact has also been felt on social media, where Inter Miami’s Instagram followers have surged. What was once 1 million followers before Messi’s announcement has now crossed 10 million. It’s not just limited to soccer fans; other sports like ice hockey, baseball, and American football are also taking notice of Messi.
Messi’s arrival has also changed the commercial landscape of MLS. Subscriptions to Apple TV and MLS streaming services surged on the day Messi was announced. This has been a win-win situation for Messi as his contract with Apple included a share of the revenue from subscriptions.
The excitement generated by Messi’s arrival in Miami is being compared to LeBron James’ arrival in 2010, which also created a frenzy. However, the impact of Messi’s arrival is not limited to Miami; it’s taking the whole world by storm. Professor Jermaine Scott, who specializes in sports history and African-American studies at Florida Atlantic University, says, “In literal terms, it’s like everything changed overnight. I’ve never seen anything like this before.”
Miami, which had a reputation among its regular residents for being a city surrounded by vice, has long been associated with crime, drugs, and organized crime activities since the 1970s during the reign of the Cocaine Cowboys (the name of the drug empire). The city was seen as a failed city. However, Messi’s arrival has significantly altered this perception and turned the city around.
Argentinian artist Augusto Esquivel has been living in Miami since 2001. He says, “It (Messi’s arrival) has given us legitimacy. Not because he’s an extraordinary player, but because he’s a good person and a family man. He’s working as a transformative power here.”
In summary, Messi’s arrival in Miami has not only transformed the city’s football scene but has also had a profound impact on the culture and economy of the United States, making him a symbol of the sport in the country.
