Lionel Messi's Inter Miami Move Elevates Club and MLS Global Fame

Inter Miami's rise has captivated soccer fans across the United States, driven by bold branding and star power. The signing of Lionel Messi in 2023 turned a growing club into a global talking point and helped push MLS onto the world stage.

Beckham's bold launch

Beckham bought the franchise for about £15.6 million and then officially launched the club in 2018, with their MLS debut in March 2020, marking the start of a new era in American soccer.

Messi joins and the turning point

In June 2023, after two seasons with Paris Saint-Germain, Messi chose Inter Miami as his next challenge. His arrival reunited him with former Barcelona teammates and a familiar coach, and he later extended his stay through December 2028. Reports suggest Messi earns roughly £37 million to £45 million per year, with additional income from sponsorships and partnerships.

Impact on the club and the league

The Messi era sparked a dramatic shift: MLS attendance rose around 20 percent, social media presence exploded from about 2 million followers to around 50 million, and streaming increased significantly in Messi's first 10 matches. Average ticket prices jumped from about £40 to £150–£200, and some clubs relocated games to accommodate demand.

Inter Miami's revenue climbed from roughly £41 million in 2022 to about £160 million in 2024, while the signing helped push MLS toward record overall attendance and expanded media attention. The club's number 10 jersey became the top seller and merchandise surged by about 41 percent.

Inter Miami also launched initiatives to develop young players, such as the Dreams Cup, a platform run with the Inter Miami foundation to support grassroots football.

Brand and celebrity culture

Messi's presence, coupled with Beckham's global brand, helped turn Inter Miami into a cultural hotspot. A steady stream of celebrities, athletes, and influencers have been spotted at games, cementing the club as a fashionable spectacle beyond football, with pink branding becoming a defining feature of the team's identity.

Stadium plans and future growth

With a new stadium under construction, Inter Miami plans to base most of the 2026 season at Miami Freedom Park. The club, which previously played at a Fort Lauderdale venue with around 21,500 seats, will start the next season with away games to complete the build.

Club executives estimate revenue could exceed £250 million in the coming years, underscoring the potential of a truly global franchise built on star power and careful strategy.

Expert perspective

Messi is among the game's greatest players, and pairing him with a club building its long-term footprint was a strategic move. From day one, the goal was not only to sign stars but to build a winning team and a lasting brand.

Bottom line

Messi's arrival catalyzed a broader transformation for Inter Miami and MLS, elevating stadium attendances, broadcast interest, and merchandise sales while expanding the league's global reach. The club's growth is linked to a broader strategy that blends football success with branding, partnerships, and youth development.

Key insight: A global star's arrival can turn a regional club into a worldwide phenomenon, supercharging attendance, revenue, and media attention for the league.

BBC Sport