Lionel Messi boosts American soccer and MLS popularity

Lionel Messi joined Inter Miami in July 2023 on a contract worth $150 million that includes revenue‑sharing deals with Apple TV and Adidas. His arrival sparked massive fan interest, with stadiums and hotel lobbies filling with supporters eager to see the star, a phenomenon described as the “Messi effect.” The surge in attendance and media attention is seen as a turning point for Major League Soccer, which has previously relied on ageing international stars.

Messi’s influence extends beyond the pitch. Soccer journalist Paul Tenorio notes that his introverted, low‑profile personality contrasts with other high‑profile athletes, yet his global reputation draws new audiences to the sport in the United States. The boost comes as MLS prepares for the 2026 World Cup, and analysts argue that the league must build stronger team structures to retain the momentum generated by Messi’s presence.