How Lionel Messi ignited a new era in MLS

The arrival of Lionel Messi to Inter Miami not only revolutionized the Major League Soccer (MLS), but also reconfigured the way the United States relates to soccer. The phenomenon goes beyond sports: it includes audience records, an expanding market and renewed international appeal for the league.

July 21, 2023 was marked as a before and after in the history of the MLS. That night, Messi made his debut for Inter Miami and, with a great goal from a free kick in stoppage time, ignited a soccer passion that the United States had not experienced with such intensity since the 1994 World Cup.

Messi's first goal with Inter Miami 🤯🤯👏👏 pic.twitter.com/pI7bYjEK63

Since then, the “Messimanía” translated into shocking numbers. According to data from Apple TV, a platform with global rights to the MLS, subscriptions to the Season Pass increased more than triple after the signing of the Argentine star. In parallel, the sale of Inter Miami shirts broke records: the pink shirt with the number 10 became the best-selling shirt on the planet in 2023, even surpassing traditional European clubs.

But the impact goes beyond marketing. Athletically, Messi helped raise the competitive level of the league. His presence attracted other renowned players such as Luis Suárez, Jordi Alba and Sergio Busquets, who reinforced the Inter Miami squad and gave international visibility to the MLS.

The effect is also reflected in the stands. Sold out stadiums, tickets resold at luxury prices and an increase in sports tourism in cities like Miami, Los Angeles and New York have turned MLS into a global product.

Messi, however, not only draws crowds: he has also changed the cultural perception of football in a country historically dominated by baseball, basketball and the NFL. , which places football in a privileged place within the American digital ecosystem.

Of course, the phenomenon is not without criticism. Some experts warn that the league should avoid relying too much on veteran figures and work on developing local talent. The MLS has the opportunity to take advantage of the Messi boom to invest in academies and continue this growth.

The truth is that the project is underway. With the World Cup 2026 on the horizon, the MLS seeks to consolidate itself as one of the most attractive leagues on the planet. And although Messi does not play forever, his arrival left a legacy that is difficult to match: an open market, a globalized audience and a country that, finally, is beginning to live football with the same passion as other regions of the world.