The signing of Lionel Messi by Inter Miami has undeniably changed the course of Major League Soccer (MLS). This unprecedented move, involving a staggering $150 million contract, marked a gamble for the club, but the results have exceeded expectations. Since Messi’s arrival on July 15, 2023, Inter Miami’s revenue has nearly doubled, showcasing how one player’s influence can transcend the sport and resonate through the business realm.
Before Messi stepped onto the pitch in South Florida, Inter Miami was generating a revenue of approximately $50 to $60 million in 2022. Fast forward to 2023, and that figure ballooned to an estimated $120 to $130 million. Forecasts indicate that 2024 could see revenues surpassing $200 million, indicating a transformative year for the franchise. The increase can be largely attributed to heightened sponsorship deals and a skyrocketed demand for tickets and merchandise — all fueled by the excitement surrounding the global sporting icon.
Xavier Asensi, Inter Miami’s president of business operations, highlighted the monumental shift in perception: “It is completely night and day [after signing Messi]. Now we are talking about global interest. Now it is football, not soccer.” This international interest has opened doors that were previously closed, enabling the club to forge partnerships with formidable brands like Audi, JPMorgan Chase, Visa, and Royal Caribbean.
The partnership landscape around Inter Miami has undergone a dramatic transformation. Companies are now viewing the club as a viable global brand with substantial influence, eager to associate with the team’s newfound fame. For instance, the lucrative deal with Fracht for jersey sleeve sponsorship, alongside Royal Caribbean’s prominent jersey display, set new records as the largest contracts in MLS history within their respective categories.
“Inter Miami has an international appeal, which is a very big difference for that team compared to before Messi joined,” commented Luciana Resende Lotze, Visa’s marketing head for Latin America and the Caribbean. This broadening of appeal has made it logical for brands to seek partnerships unique to Inter Miami rather than limiting themselves to league-wide deals.
Notably, Lowe’s recognized the unique marketability of Inter Miami post-Messi, aligning itself directly with the franchise rather than competing at the league level. Gerardo Soto, Lowe’s VP of brand marketing, noted the brand’s intent to tap into the international growth post-Messi, stating that the franchise had not only become a local staple but an international brand.
The fanfare accompanying Messi’s move extends beyond ticket sales and sponsorships; it has also significantly impacted merchandise sales. Since Messi donned the pink Inter Miami kit, it became the fastest-selling sports jersey for Adidas. In the world of MLS jerseys, it topped the sales charts even in the latter half of the 2023 season after Messi’s mid-season arrival. The jersey sales have witnessed a dramatic spike, with a substantial overall increase of 41% in MLS jersey sales attributed largely to Messi’s celebrity presence, compounded by the signings of other star players like Luis Suárez and Sergio Busquets.
Inter Miami is adeptly capitalizing on this hype by extending their retail operations, keeping stores open year-round instead of limited game-day access. The small team shop has experienced an influx of international fans striving to grab jerseys and other memorabilia — a clear indicator of the club’s growing international footprint.
The Future: Building on a Historic Foundation
The transformative effects of Messi’s presence extend beyond immediate financial metrics; they set the stage for sustainable growth. Following Messi’s debut in Fort Lauderdale on July 21, 2023, the club expects to continue leveraging his star power as it embarks on new ventures, like the construction of Miami Freedom Park. This ambitious project aims to offer a multi-use facility, heralded as a long-term investment in both the community and the club’s future.
Messi’s contract is set to last through the conclusion of the 2025 season, with options extending into 2026. This situation creates an optimistic outlook that not only could Messi remain a part of Inter Miami’s story, but could potentially open the inaugural game at the new stadium.
Economically speaking, Inter Miami stands at a pivotal point; influenced by Messi, it has the capacity to redefine its legacy within the MLS and lay a strong foundation for years of growth. Time will reveal whether Messi will continue to wear the pink jersey, but until then, the franchise is riding a wave of unprecedented popularity and financial opportunity.
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