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The US League expects more income, brands and popularity due to the ‘Messi effect’

Date: June 19, 2024 Time: 14:14:04

In 2018, when Messi was still wearing the Blaugrana colors and living at his home in Castelldefels, he sent a video to David Beckham congratulating him on his new stage as a member of Inter Miami. “Who knows if in a few years you’ll give me a little call,” the Argentine said at the end, with an incredulous smile. Five years later, the Englishman had to make several calls to Messi to bring him to Miami, surpassing the millionaire offer from Saudi Arabia and the hesitant offer from FC Barcelona. Without emotion or capital, Beckham’s team pulled their wits, proposing a contract that has already been compared to the one that Michael Jordan originally signed with Nike, because beyond the salary it gives Messi percentages of MLS pass income, of which sales of Adidas and the income that Apple obtains with the competition.

The impact that the Argentine will have in Miami is still up in the air, but the Brand Finance agency points out that “it represents a great opportunity to increase commercial income, since sales of sponsorships and merchandising will benefit from its presence.” In addition, he highlights that it can attract the American audience and improve the team’s performance on the field, which would attract more sponsors.

“This increase in popularity has the potential to increase revenue from broadcasts and matches, in addition to improving attendance at matches throughout the country,” adds the consultant, who predicts that the benefit of Messi’s arrival in the team will go beyond the sporting life of the player. “The prospect of him retiring at Inter Miami while maintaining a positive relationship could also open the doors to beneficial brand partnerships that extend beyond his playing days and benefit both Messi and the club,” he says.

The agency recalls that Messi’s departure cost Barça an 11% drop in its brand value, some 137 million euros, an effect from which Inter Miami could now benefit, which does not stand out for dragging a large amount of followers, according to Brand Finance itself.

Messi’s arrival in Miami is yet another push for the American soccer league, the MLS, as a whole. Despite not reaching the level of the European leagues, ‘soccer’ has captured great players on other occasions, the first of them Pele. The Brazilian legend signed for the New York Cosmos in 1975, in the now extinct North American Soccer League (Nasl). The Brazilian planted the seed for soccer to become a relevant sport in the United States.

In the New York of the seventies, the signing of the Brazilian assigned so that the Cosmos matches went from having 3,500 fans in the stands to 45,000 people in Pelé’s last season in 1977. However, the presence of the Brazilian did not serve to save the league, which fell apart in 1984.

A few years later, now in the Majos Soccer League (MLS), which saw the light of day in 1996, another revolution came to American soccer: David Beckham. In 2007, the Briton became a player for the LA Galaxy and only his arrival led to a change in the league’s statutes. For the arrival of the British player, the clubs will carry out the Designated Player rule, which allows clubs to choose three players, the salary of which will not be counted in the salary cap. After managing to capture Beckham with this strategy, Thierry Henry, Kaká, Didier Drogba and Zlatan Ibrahimovic were also designated players.

At the arrival of the British, the league had thirteen teams and today there are already 29 and it has the presence of international groups such as Red Bull or City Football Group and a club has come to exceed the value of 1,000 million dollars, according to Forbes calculations. . These are the Los Angeles Football Club, owned by Bennett Rosenthal, co-founder of the investment fund Ares Management; Brandon Beck, Co-CEO of Riot Games, the video game company that owns League of Legends, and Larry Berg, Senior Partner at Apollo Global Management.

After taking the victory the previous season, which ends after the summer, the club recorded revenue of 116 million dollars and a net result of eight million dollars. Beckham’s former team, the LA Galaxy, are the second-highest-ranked club in valuation, at $925 million, after revenue of $98 million and net income of $4 million.

To find Messi’s team, you have to go down in the ranking to eleventh position. The Miami team, owned mainly by Jorge Mas, along with Jose Mas and David Beckham, had a valuation at the beginning of the season, in February, of 600 million dollars, after generating revenues of 56 million dollars and losses of five millions of dollars. In sports, Miami was fifth in the Eastern Conference table in the 2022 season, and this year it is in last position.

As a whole, the American league is prepared to add a franchise number thirty. In 2025, two seasons from now, he will join the San Diego team, which has already paid a $500 million fee and is owned by Egyptian businessman Mohamed Mansour and the Sycuan Band of Kumeyaay Nation.

In February, the American soccer competition occupied Adidas as a technical sponsor from 2024 to 2030 for 830 million dollars, renewing the agreement that began in 2017 with a view to the World Cup in the United States, to be held in the United States, Canada and Mexico Of the sales of Inter Miami shirts, Messi will take his share.

The Argentine would also benefit from the income of the other great partner of the MLS, Apple. The company led by Tim Cook bought the broadcasting rights of the MLS soccer league last year for 2.5 billion dollars, until 2032, and the Argentine will keep a part. The operation that has tied Messi to the United States about the country to soccer at the gates of the World Cup.

* This website provides news content gathered from various internet sources. It is crucial to understand that we are not responsible for the accuracy, completeness, or reliability of the information presented Read More

Puck Henry
Puck Henry
Puck Henry is an editor for ePrimefeed covering all types of news.
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