Messi-Mania: ‘Epic’ Year for MLS, Says Garber

Lionel Messi’s arrival in the United States in 2023 marked a significant turning point for Major League Soccer (MLS). The impact of the Argentine superstar has been nothing short of extraordinary, shattering attendance records and elevating the league’s profile both domestically and internationally. In this article, we will explore the unprecedented effect Messi has had on MLS, analyzing the surge in attendance, the league’s growing popularity among millennials, the success of the global media rights deal with Apple, and the future prospects of attracting more star players.

Breaking Attendance Records

One of the most remarkable outcomes of Lionel Messi’s presence in MLS has been the record-breaking attendance numbers. According to a report released by Morning Consult, MLS enjoyed its biggest audience ever, with nearly 11 million fans attending matches in the 2023 season, representing a 5% increase year over year. This surge in attendance can be directly attributed to the arrival of Messi, who brought an unparalleled level of excitement and anticipation to the league.

Messi Mania and Millennial Appeal

Messi’s arrival not only attracted established football fans but also helped boost MLS’s popularity among the coveted millennial audience. Research firm Morning Consult stated that MLS became the seventh fastest-growing brand among millennials, thanks to Messi’s star power and on-field performances. His presence sparked a renewed interest in the league, captivating a younger demographic and solidifying MLS as a major player in the global football landscape.

The Impact of Messi on Inter Miami

Upon joining last-place Inter Miami, Messi wasted no time making his mark on the team and the league as a whole. His debut in July was nothing short of spectacular, as he scored a jaw-dropping game-winning goal that immediately captured the attention of fans worldwide. Messi’s Leagues Cup performances were equally impressive, scoring 10 goals in seven matches and leading Inter Miami to their first-ever trophy. MLS Commissioner Don Garber described Messi’s impact as “unimaginable” and acknowledged how the player’s success on the field has propelled MLS into the global football conversation.

The Success of the Global Media Rights Deal with Apple

MLS’s partnership with Apple for a 10-year, $2.5 billion global media rights deal was a significant milestone for the league. This collaboration has been mutually beneficial, with both parties expressing satisfaction with the results. Commissioner Garber stated that the metrics on and off the field have been spectacular, showcasing the league’s ability to deliver for a player of Messi’s caliber. Apple CEO Tim Cook echoed Garber’s sentiment during an earnings call, emphasizing the positive outcomes of the partnership. This successful collaboration further solidifies MLS’s standing in the sports media landscape and opens doors for future opportunities.

Messi’s Long-Term Commitment to MLS

Considering Messi’s contract runs through the 2025 season, Commissioner Garber fully anticipates that the Argentine superstar will stay in MLS for the duration of his agreement. Messi’s decision to join MLS was driven by the league’s unique structure, wherein all teams are owned by MLS itself, and profits are equally distributed among the clubs. As a result, this structure enabled owners to assign a portion of revenue from subscriptions to MLS Season Pass on Apple TV to Messi, thus offering further incentives for him to join. Consequently, the league’s capability to attract a player of Messi’s caliber showcases its increasing allure and potential to secure future star signings.

The Quest for the Next Messi

Building on the success of Messi’s arrival, MLS now sets its sights on attracting more star players to its ranks. Leveraging the league’s unique structure and revenue-sharing model, MLS aims to entice top talents to join its clubs. Frenchman Antoine Griezmann, a prominent player from La Liga’s Atletico Madrid, has already expressed his desire to play in MLS, making him a potential candidate for the next big-name signing. Commissioner Garber acknowledges that MLS’s success in delivering on high expectations in 2023 has set a precedent and created a platform to attract players of Messi’s caliber.

Conclusion

Lionel Messi’s arrival in Major League Soccer has brought about a seismic shift in the league’s fortunes. The impact of his presence has been felt both on and off the field, with record-breaking attendance, increased popularity among millennials, and a successful global media rights deal with Apple. Messi’s performances with Inter Miami have been nothing short of extraordinary, further enhancing MLS’s reputation as a competitive league. Looking ahead, MLS aims to capitalize on Messi’s success and continue attracting top-tier talent to further solidify its position in the global football landscape. The future of MLS looks bright, and the league’s ability to deliver on high expectations has laid the foundation for continued growth and success.

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