The Messi Effect: How The GOAT Is Boosting MLS Revenue And Growth

Ecstatic. That's the best way to describe soccer fans in the United States upon learning that Lionel Messi was coming to play for the Inter Miami Major League Soccer (MLS) team.

But it's not just the fans who were ecstatic with Messi signing a 2.5-year contract in July. MLS brass realized early on that this would have a massive impact on revenue and growth, and so far their expectations of the "Messi effect" are spot on.

The growth of soccer, in general, throughout the United States has been astonishing since the turn of the century. More people than ever are playing the game, with platforms like Plei making it simple to find a game. 

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There are 180,000+ soccer players on the Plei App, making it the largest pickup soccer platform and organizer in the United States. With that, it's easy to see how the company has raised more than $154,000 to date on the Republic crowdfunding platform. 

Messi's deal with Inter Miami is estimated at $50 million to $60 million. But what makes it even more intriguing are the revenue-sharing ties with major sponsors like Apple Inc. and Adidas AG. These collaborations are aimed at mirroring Messi's financial contribution to the league and its partners.

The MLS has also witnessed a spike in its viewership. Apple's MLS-dedicated streaming platform "MLS Season Pass" saw a rise of 300,000 subscribers in the month Messi announced his association with Inter Miami. Despite various promotions and free offers to MLS season ticket holders, this indicates a clear surge in revenue.

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The Messi effect also radiates in stadium attendance. Almost all Inter Miami matches are sold out, pushing fans to secondary ticketing platforms, which often come with a hefty price tag. 

As an indicator, ticket prices for an Inter Miami match witnessed a 1,700% spike in the resale market. A single Inter Miami match against the Chicago Fire garnered revenue equivalent to the Fire's cumulative home game earnings.

Within two months of Messi's entry into MLS, he has contributed to an estimated $265 million in primary ticket sales, and this figure doesn't encompass the revenue from jersey sales and tickets on resale platforms.

Messi's move to MLS has not just been about soccer; it's been a game-changer in terms of revenue, global engagement and partnership opportunities for the league. His impact is undeniably widespread, and while the total financial implications are still unraveling, one thing is clear: The Messi effect is revolutionizing MLS.

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