The Messi Effect: How one player changed the course of American soccer
Lionel Messi. The legend’s name is spoken from remote villages in Argentina to crowded bars in London. His run with FC Barcelona was unparalleled, and his recent World Cup win only enhances the already world renowned soccer player’s image. So when he made the decision to play not for the Saudi Pro League, where he was offered a whopping 400 million dollars a year, but for Inter Miami, a team ranked last in the small-but-growing MLS, the world was shocked. Before Messi, in their 2023 season, Inter Miami played 22 total matches, with 22 total goals scores, and only 5 lackluster victories. After Messi played his first debut game against Cruz Azul on July 21, Inter Miami have played 12 matches, and they have been undefeated. Winning 11 out of 12 and drawing one, “Pink FC” have scored an insane 33 total goals, 11 of them being from the GOAT himself. In just the span of one month, Inter Miami went from best the last ranked team in the MLS to lifting their first trophy. It begs the question, is Lionel Messi just that good? How does just one player have such an impact on an entire country?
The Stats
First, we need to look at the facts. As soon as Messi joined Inter Miami, ticket prices soared at 468% its original value. Miami’s iconic pink jersey accounted for more sales in a week than in all of 2022. But does that mean Messi is making soccer more popular? Well we need to look across all channels to get a full scope of the impact. Apple TV’s membership increased by more than 1,690% the first day Messi played for MLS.
On youtube, the five highlight reels before Messi joined averaged 196,000 views, while the five games after Messi joined averaged 3.84 million views, a 1,859% increase in viewership. Inter Miami’s DRV PNK stadium has been sold out for the entire season, with 21,000 seats, and it’s not just Inter Miami. My home team Austin FC has also increased its viewership since Messi joined Miami. Taking out all games against Inter Miami so there’s no connection between the two teams, on Youtube, the five reels before Messi averaged 30,400 views, compared to 50,000 views the five games after Messi, a smaller but still significant increase of 64%. So yes, we can confidently say that since joining Inter Miami, Messi has made soccer more popular in the US across all channels.
Will it continue?
Messi’s star-studded performance at Inter Miami may have changed the way soccer is viewed in the US for the time being, but what about in the future? To predict the impact of Messi on the US, let’s look at another player, sixteen years ago, who had a similar impact to Messi on the US
In 2007, David Beckham, the world-renowned english soccer player, signed a contract to play for LA Galaxy in the US. Immediately, ticket prices soared across the US as stadiums sold out through the year. At this time, the MLS was a small project, incomparable to other, more popular sports such as football, basketball, and baseball, but Beckhams move catapulted the MLS into the eyes of the nation. As Beckham played, the whole structure of MLS shifted, catering towards famous players across the sea rather than at home. For the first time, nations across the sea heard about MLS, maybe they even tuned in. Beckham started a movement the would resonate throughout the decades, propelling the MLS to be the third highest viewing sports league in the US. Recent polls only show how even after 16 years, the impact that David Beckham had on the MLS has only gotten bigger.
Conclusion
So what does this tell us about Messi? Many polls are already saying Messi will cause the MLS to skyrocket in viewership. Maybe one day the MLS could even surpass the NFL or NBA. Y’all are probably already scoffing at the idea, but then again, 20 years ago never would anyone believe that soccer would one day become more popular than baseball, yet here we are. Already across all channels, the MLS is soaring in views. Messi’s debut match against Cruz Azul is the most watched MLS event in history. It’s only poetic that Messi is breaking records with the team whose owner started it all. While we can’t be entirely sure of Messi’s impact, one things for sure: Messi’s future looks bright, with no sign of slowing down, and everyone is watching.
Sources:
https://www.austinfc.com/schedule/matches#competition=all&date=2023-09-17
https://www.intermiamicf.com/schedule/matches#competition=all&date=2023-09-20
https://www.completesports.com/top-5-popular-sports-in-the-united-states/
