Is Lionel Messi turning MLS into a league of old men?
Lionel Messi announced he was joining Inter Miami last summer, the administrators of US football hoped his glamor and skills would attract more fans and revenues to Major League Soccer. American fans, meanwhile, hoped his prestige would lure more world-class talent to the league. They reasoned that if the MLS was good enough for the Argentinian superstar — his claim to being the GOAT enhanced by a newly acquired FIFA World Cup winner’s medal — then surely it was good enough for the other greats of the game, from Europe, Latin America and Africa.
This would help raise standards in the MLS, expose American players to a higher quality of football and eventually benefit the US men’s national team.
Messi, who was yet again named the world’s best player this week, has certainly delivered on the first part of the deal. MLS has reaped bumper profits from ticket sales, TV deals and sponsorships, and Apple has pronounced itself more than pleased with the boost in viewership since his arrival.
His Miami team has enjoyed massive paydays, with ticket prices sometimes rivaling Taylor Swift’s, and its pink jersey has become the world’s most coveted piece of sports merchandise. And, almost incidentally, he brought the club its first trophy.
There’s more Messimoolah on the way when the new football season kicks off next month.
Inter Miami has already sold out their tickets, and the fans’ appetite for Messi-merch is unlikely to be sated anytime soon. The league can also count on hefty checks from sponsors.
But the Messi-inspired stampede of stars to the MLS has not materialized.
