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Messi's significant impact on MLS that has nothing to do with soccer

Since Lionel Messi joined Inter Miami, Major League Soccer has experienced unprecedented growth in television viewership.

By Sebastián Hernadez

Messi Effect Sends MLS Ratings Soaring. Photo: Instagram
Messi Effect Sends MLS Ratings Soaring. Photo: Instagram
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Lionel Messi's move to Inter Miami in July 2023 has had a significant impact on Major League Soccer, boosting sponsorship revenue by a notable margin. According to a study by SponsorUnited, sponsorship income reached nearly 4 billion reais, marking a 13% increase compared to 2023. The analysis, conducted between February and October of this year, examined 1,800 brands and 2,500 businesses, revealing an 18% surge in new partnerships within the league.

These figures position MLS just below the NHL in terms of sponsorship revenue in North America, with an estimated 4.5 billion reais in income this season. If this growth trajectory continues, MLS could surpass the NHL and become the second most lucrative sports league in the United States, after the NFL.

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"Messi is an athlete capable of capturing global attention due to his successful career and his off-field appeal," emphasized Renê Salviano, CEO of Heatmap and sports marketing specialist. Apple TV, for instance, which exclusively broadcasts MLS matches, gained 110,000 subscribers on the day it announced the deal and nearly 300,000 within a month.

The platform pays nearly 1.5 billion reais annually for the 10-year broadcasting rights. These numbers are directly linked to Messi's presence, which has led to an average attendance of 23,240 fans per MLS match. Inter Miami set a record when 72,610 paying fans attended their match against Sporting Kansas City at Arrowhead Stadium.

"Inter Miami was bold, outperformed the competition, and continues to have the opportunity to grow globally, attracting revenue from television, ticketing, licensing, sponsorships, and other businesses," said Fábio Wolff, founding partner of Wolff Sports, a sports marketing agency.

On social media, figures also grew significantly: TikTok saw a 26% increase in visibility, YouTube 21%, and Instagram 10%. As a result, the league acquired 18 new sponsors and a 13% increase in revenue from these properties compared to the previous season.

Messi celebrated his one-year anniversary with Inter Miami mid-year, and the club's market value soared by 72% according to Forbes, increasing from 3.5 billion reais in 2023 to 6.11 billion reais in 2024.


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