Messi's Magic: How Lionel Messi Transformed US Soccer and Inter Miami's Fortunes

Billionaire Jorge Mas has been good for Lionel Messi, helping the Argentine superstar monetize his global superstardom on the US stage. Messi, in turn, has been very good for Jorge Mas. Just over a year after Messi stunned the sports world by leaving Paris Saint-Germain for Inter Miami, the fortunes of the once-struggling team and its upstart league have been transformed.

Supercharged by Messi’s roughly 625 million followers, Inter Miami, owned by Mas, his brother Jose and English soccer legend David Beckham, is now the most popular American sports team on social media, according to data from Blinkfire Analytics. Revenue has surged almost four-fold to $200 million, Mas says, fans have shattered attendance records and Messi’s pink Inter Miami jersey is the world’s top seller.

The impact goes far beyond Miami, too. Major League Soccer says its teams have added $3.2 billion in value since his transfer. At 37, Messi has become the single-biggest driving force propelling US soccer as the country prepares to host the 2026 World Cup with Canada and Mexico. Earlier this year he became the first soccer player to rank as Americans’ favorite athlete, according to SSRS.

Mas, a Miami construction executive and son of Cuban exile leader Jorge Mas Canosa, predicts the Messi effect has even more room to run and that Inter Miami’s value will jump to $2 billion by late next year. That would be a more than three-fold increase since 2022.

“I was anticipating that here in Miami it would be amazing, we would sell out stadiums,” Mas, 61, said in an interview from his Coral Gables office. “But when you see the reaction when we travel, they’re full for Messi.”

The Messi Effect: A Boon for the US Soccer Landscape

The arrival of Messi has brought a wave of optimism and excitement to the US soccer landscape, but the question of how the league will fare after his departure looms large. Messi's contract expires at the end of the 2025 season, raising concerns about the sustainability of the Messi-fueled momentum. Mas is confident Messi will extend his playing career, and team owners are increasing spending, hoping to capitalize on the surge in enthusiasm for the men’s and women’s game.

New stadiums are being built, including a $780 million arena in Queens, New York, as well as Inter Miami’s new $425 million home. Others are being pitched, such as a new venue for Robert Kraft’s New England Revolution in Everett, Massachusetts. This influx of investment reflects the belief that US soccer is on the cusp of a golden age, but the question remains: can this growth be sustained without Messi?

The Long-Term Impact: A Legacy Beyond the Pitch

While Messi’s presence has undoubtedly boosted the league’s popularity, concerns remain about the long-term impact on the game's growth in the US. “Are my kids, your kids, going to want to buy Inter Miami shirts when Messi is not there?” said Simon Kuper, author of The Barcelona Complex: Lionel Messi and the Making – and Unmaking – of the World’s Greatest Soccer Club.

Importing aging stars has a long tradition in US soccer. Brazil’s Pele came out of retirement in the 1970s to play for the New York Cosmos. The next seismic event was Beckham’s move from Europe to the LA Galaxy in 2007. Other icons, such as Thierry Henry, Wayne Rooney and Zlatan Ibrahimović later joined the US league. Their star power gave short-term boosts to the game, but US soccer remains nowhere near as popular as American football, basketball, baseball or European soccer.

Messi, though, is unlike anything that came before. A global icon whose appeal extends across cultures, he’s won the Champions League four times with FC Barcelona, triumphed at the World Cup with Argentina and captured the Ballon d’Or—given to the best player in the world over a season—an unprecedented eight times.

The Future of US Soccer: A New Era of Growth and Expansion

The question of what happens after Messi hangs up his boots remains a topic of much debate. Some believe the MLS will continue to grow organically, while others believe the league needs another major draw to maintain its momentum. While Messi's impact has been undeniable, the future of US soccer ultimately depends on the league's ability to attract and develop homegrown talent. The 2026 World Cup provides a crucial opportunity for the league to showcase its talent and solidify its place on the global stage.

The MLS has come a long way since its inception, and with the growing popularity of the sport and the increasing investment from owners, the league has a bright future. The challenge now is to build on the Messi effect and create a sustainable and prosperous future for US soccer, ensuring that the game's growth goes beyond the star power of a single player.

Messi's Legacy: A Lasting Impact on US Soccer

While Messi's impact on US soccer has been significant, the league's future will depend on its ability to develop and attract top talent. The MLS's growth will hinge on its capacity to cultivate a passionate fan base, foster youth development programs, and secure a steady stream of investment. As the league navigates this new landscape, it must leverage the lessons learned from Messi's arrival and build a foundation for long-term success.

Regardless of what happens after Messi, his arrival in the US has undeniably left a lasting mark on the sport. His impact on Inter Miami and the MLS has demonstrated the power of global stars to attract new audiences and fuel the growth of the game. The challenge now is to sustain this momentum and ensure that US soccer can continue to thrive in the years to come.