The impact of Lionel Messi’s arrival in Major League Soccer continues to reverberate, transforming the league’s profile and drawing unprecedented attention. As Messi prepares to compete in his first MLS Cup this , the league finds itself on the cusp of a potential “Caitlin Clark moment” – a watershed event that could propel it into the mainstream American sports consciousness.
Messi’s debut with Inter Miami on , against Cruz Azul in the Leagues Cup, immediately signaled a shift. His stunning free kick goal not only secured a victory but also captivated a global audience, instantly elevating the league’s visibility. The Argentine superstar delivered on the promise of seismic change and the commercial success has been undeniable. His pink No. 10 jersey became the best-selling jersey worldwide, and Inter Miami’s valuation soared past $1 billion. Stadiums across North America sold out in anticipation of witnessing the legendary player in action.
However, the full extent of Messi’s impact has been somewhat constrained by the fact that the majority of his games have been broadcast on Apple TV’s MLS Season Pass, a subscription-based service. While the service undoubtedly gained subscribers thanks to Messi’s presence, reaching a broader American audience proved challenging. This is precisely why this MLS Cup holds such significance.
With the game scheduled to air on Fox, MLS has a rare opportunity to connect with viewers outside of its dedicated streaming platform. The comparison to Caitlin Clark, the WNBA star whose games have drawn record television audiences, is apt. Clark’s arrival sparked a surge in viewership and interest in women’s basketball, and MLS hopes Messi can achieve a similar effect for soccer in the United States. A strong television audience for MLS Cup would not only reinforce Messi’s off-field influence but also demonstrate the league’s potential to attract a wider fanbase.
The league’s commercial fortunes have clearly benefited from Messi’s presence. Beyond jersey sales and team valuation, sponsorship deals have increased, and overall interest in the sport has grown. According to recent data, MLS is now ranked as the sixth most-watched football league in the world, a remarkable climb fueled by the “Messi effect.” This rise in global viewership and streaming numbers underscores the transformative power of attracting a player of Messi’s caliber.
The impact isn’t limited to Messi’s on-field performance. His arrival has also spurred investment and talent acquisition within the league. The influx of former Barcelona teammates, such as Sergio Busquets and Jordi Alba, to Inter Miami demonstrates the ripple effect of Messi’s decision to play in MLS. Luis Suarez also joined the team, further bolstering its roster and attracting attention.
The success of Messi’s move to MLS stands in contrast to the situation with Cristiano Ronaldo’s transfer to Saudi Arabia. While Ronaldo’s move also attracted attention and prompted an influx of talent to the Saudi Pro League, the quality and interest in that league were initially questioned. Messi’s impact in MLS has been more immediately visible in terms of viewership, commercial revenue, and overall league growth.
The decade-long partnership between MLS and Apple TV has been a key component of the league’s recent growth, but it has also presented challenges in reaching a broader audience. The MLS Cup broadcast on Fox represents a crucial opportunity to overcome those challenges and showcase the league’s product to a wider viewership. The league’s owners will be closely watching the television ratings and assessing how to best capitalize on Messi’s popularity moving forward.
This MLS Cup is more than just a championship game. it’s a test of the league’s ability to leverage the Messi effect and solidify its position as a major player in the global soccer landscape. The outcome on the field will undoubtedly be important, but the off-field impact – the television audience, the media coverage, and the overall buzz surrounding the event – may ultimately be even more significant. The league has a chance to seize an audience and cement a legacy, and the world will be watching.
