Dallas-Fort Worth will host two of Argentina’s World Cup group stage matches later this month, featuring global soccer icon Lionel Messi. The matches at Dallas Stadium, set for June 24 against Austria and June 27 versus Jordan, mark a significant event for local fans after the region missed out on hosting the tournament’s final next month.

Messi, widely regarded as one of the greatest players in history, has drawn intense anticipation, especially following his impressive hat trick in Argentina’s recent victory over Algeria in Kansas City. The 38-year-old forward is nearing the end of his World Cup career, adding further weight to the upcoming matches in Dallas.

Dan Hunt, co-chair of the FIFA North Texas World Cup Organizing Committee, emphasized the lasting impact Messi’s presence will have on the area, remarking that hosting the superstar twice will bring global recognition to the region. He described the event as an experience that will remain memorable for generations.

Messi’s influence extends far beyond the pitch. Despite his relatively modest stature—standing 5-foot-7 and weighing approximately 148 pounds—he remains a dominant figure in sports marketing. Since leading Argentina to World Cup victory four years ago in Qatar, Messi has continued to attract widespread commercial interest, boosting everything associated with his brand. Metrics such as game attendance, television viewership, sponsorship deals, merchandise sales, and social media engagement all reflect his enduring appeal.

His impact is also evident in Major League Soccer, where his club, Inter Miami, has seen its valuation soar to $1.6 billion within three years, more than tripling during his tenure. MLS Chief Business Officer Camilo Durana noted that players who reshape the trajectory of a league or sport are rare, comparing Messi’s influence to that of figures like Tiger Woods, Michael Jordan, and Wayne Gretzky.

As Dallas-Fort Worth prepares to host these pivotal World Cup matches, the convergence of high-level international soccer and the presence of a transcendent sports figure underscores the region’s growing significance on the global sporting stage.