The Messi Effect – How One Single Player Will Impact Soccer In America

For years brands have been leveraging the power of sports to connect in a meaningful and relevant way with diverse segments. However, for decades when it comes to the Hispanic segment, this strategy was incomplete given that soccer (fútbol) was not at the same level of excellence domestically compared to European or Latin American leagues.

This started changing in the mid-90s with the advent of Major Soccer League (MLS). Since then, the league has been steadily growing its fan base, expanding its teams across the country with 27 teams (plus 3 in Canada). But a few days ago, the league announced what could probably be considered its most significant news since its foundation: the arrival of Lionel Messi, one of the best players of all time and champion of the current FIFA World Cup champions, Argentina, to Inter Miami.

To better understand the significance of Messi’s arrival to soccer in America and the potential impact on the Hispanic segment, I spoke with Camilo Durana, Executive Vice President at the MLS. Here’s an edited version of my conversation with him.

Isaac Mizrahi – Before discussing the business implications, as an MLS executive, what can you tell us about this process? Was Messi’s arrival a plan (or a dream) of many years?

Camilo Durana – From the moment the David Beckham-led group and South Florida were awarded the twenty-fifth MLS club in January 2018, there was a sense that Inter Miami CF would have the ability to lure some of the world’s top players. Miami is Miami, and aside from South Beach, its business, geographical and tax advantages are compelling arguments for high-profile stars and their families.

However, it took an ambitious and committed club ownership group, led by Jorge Mas, Jose Mas, and Beckham, to work with Lionel Messi and his plans to continue his storied career in MLS and South Florida.

Mizrahi – How will Messi’s arrival impact MLS and the broader soccer in the US? Some compare it to Pele’s arrival in Cosmos in the mid-’70s.

Durana – Soccer in North America will never be the same. The fundamental difference between Pele’s arrival in the ’70s and Messi’s arrival is the strength of Major League Soccer and how technology enables access to information, our league, our fans, and athletes.

Unlike Pele, Messi will play in a competitive and established league, with state-of-the-art soccer-specific stadiums that provide the right fan experience, academies producing the next generation of stars, and a world-class and innovative broadcast product. In 2023, Major League Soccer and Apple launched MLS Season Pass, which allows fans in over 100 countries to access every MLS, Leagues Cup and select MLS Next Pro and MLS Next matches with a single subscription and without blackouts on the Apple TV app. Also, Messi has over 470 million Instagram followers, instantly reaching fans worldwide, including the sea of young soccer-playing kids in North America.

In combining the star power of arguably the greatest player of all time, the ease of access to our product, and a North American market that is full of passion for the beautiful game, we believe the multiplier effect will further drive the growth of our league and our sport, especially as we look to celebrate at the global scale with the hosting of the 2026 FIFA World Cup in North America.

Mizrahi – What’s the relationship between Messi’s arrival and the 2026 World Cup?

Durana – Every two years, the FIFA Men’s and Women’s World Cups elevate soccer in the North American consciousness, going beyond regular sports coverage and making our sport front page news. These pivotal moments create new fans and new heroes and drive growth for the entire North American soccer ecosystem. The 2026 World Cup presents an opportunity for the United States, Canada, and Mexico to host the tournament and build unprecedented momentum for soccer in our region. Having Messi, the captain of the 2022 FIFA World Cup champion, playing in our league will allow us to lengthen the runway of broader relevance and create more “front page moments” while highlighting the quality of Major League Soccer to fans across the globe.

Mizrahi – Hispanic fans overwhelmingly over index other segments regarding their passion for Soccer. How do you see the impact of Messi’s arrival on this specific group? Should advertisers pay extra attention to this segment in their soccer plans?

Durana – With or without Messi, advertisers should consider soccer to reach Hispanic consumers in the United States. Our sport helps to meaningfully connect with people in diverse places, impact consideration and influence purchasing decisions. Messi’s arrival will shift consumer attention to Major League Soccer and competitions like the Leagues Cup and the Concacaf Champions Cup while heightening interest and deepening consumption.

Just 24 hours after Messi announced his intention to continue his career in Miami, the Club’s Instagram following grew by more than 500% and now has more followers than every NFL, MLB, and NHL team. We have also seen unprecedented ticket sales for Inter Miami CF’s away matches across the league. This is a glimpse into the incoming and valuable cultural moments advertisers will want to be part of.

Mizrahi – Speaking about this, what are the efforts and programs the MLS has in place or plans to introduce to further connect with the Hispanic segment?

Durana – MLS has prided itself on delivering to Hispanic fans for many years, most recently with the MLS Season Pass on the Apple TV app, offering Spanish language broadcasts for all MLS games, including pre and post-game shows featuring some of the most talented names in the U.S. Hispanic and Latin American broadcast community.

For the past five years, we have worked to build a strong partnership with LIGA MX, the professional soccer league in Mexico. Together, we have endeavored to improve our leagues, share best practices, and find innovative ways to better showcase the quality of North American Soccer to the world.

In July 2023, we will pause our regular seasons for 30 days and launch the inaugural Leagues Cup, a month-long, official tournament featuring all 47 MLS and LIGA MX clubs. Leagues Cup will be played annually and comprised of more than 77 meaningful matches, with the top three Clubs qualifying for the Concacaf Champions Cup.

Major League Soccer has players from over 80 countries, with Latin America and U.S. Hispanic communities having strong representation in those numbers. Combined with the strength of the LIGA MX fan base in the United States and the Messi effect, we believe Leagues Cup will quickly become a summer “must” in U.S. Hispanic households while delivering broad general market interest.

I also discussed Messi’s arrival in Miami with Ricardo Fort, one of the world’s top sports marketing experts and founder of Sport by Fort Consulting. Below is his take on the topic:

Isaac Mizrahi – What’s the impact of Messi’s arrival to MLS, and the soccer business in America?

Ricardo Fort – It will likely have a transformative impact in many areas. When a superstar like Messi chooses to play in the MLS, it immediately repositions the league’s image globally, making it more interesting to watch and play at. On a more practical level, it also accelerates the growth of most of MLS’ revenue sources. It brings new sponsors and drives TV audience growth; it sells more tickets and a lot more licensed merchandising. He will play for Miami, but the entire league wins.

Mizrahi – Naturally, all soccer fans are excited about this news, but do you see Messi being able to recruit new fans to the sport?

Fort – Yes. Messi is one of those rare players that can recruit new fans to soccer in America. Watching him play will create an excitement unseen at the MLS, capable of attracting fans of all sorts to stadia around the country.

Mizrahi – How can brands be part of this new potential “soccer fever” in the US leading up to the 2026 World Cup?

Fort – Brands can join this new soccer wave by becoming sponsors of an MLS team, advertising with Apple (the official broadcaster of the MLS), contracting with players as ambassadors, sponsoring the US National Team, and – ultimately – becoming involved with the FIFA World Cup as a sponsor. Prices are still affordable, and opportunities abound.

Mizrahi – There are 62 million Hispanics in the US, probably a majority of them passionate fans of Messi. How would you leverage this segment in your US-based soccer strategies if you’re a US marketer?

Fort: Brands interested in connecting with Hispanic consumers might have just found one of the most significant opportunities of the last 20 years. Any association with the MLS, Miami, and Messi himself can benefit immensely from all sorts of businesses thanks to soccer’s increased interest and visibility. The arrival of Messi, the launch of MLS’ 30th franchise in San Diego (2025), and the upcoming FIFA World Cup in 2026 make the next few years a great time to invest in soccer.

For soccer fans in America, this is an exciting time, and brands should be fully aware of the opportunities in the marketplace. Between the US women’s soccer supremacy, the strengthening of the MLS, and the upcoming 2026 FIFA World Cup, advertisers have many opportunities to reach diverse segments, especially millennials and Gen Zs, since soccer fever will hit everyone. The opportunity to score is now!