Since joining Major League Soccer’s Inter Miami in mid-2023, Lionel Messi has had a transformative effect on the league’s popularity, finances, and global standing, reshaping the soccer landscape in the United States and beyond.

Messi’s arrival has triggered unprecedented enthusiasm among fans domestically and internationally. The North Texas Organizing Committee anticipated that upward of 80,000 Argentine supporters would travel to the Dallas-Fort Worth area for his matches this year. His Inter Miami jersey sales have shattered records, leading MLS and setting the highest single-day jersey sales across all major North American sports. According to MLS executive Durana, Messi jerseys have become ubiquitous in communities nationwide.

Social media metrics illustrate Messi’s outsized influence in the sporting world. With more than 506 million followers on Instagram alone, he commands triple the audience of LeBron James and vastly outnumbers other prominent athletes. Data from sponsorship analytics firm SponsorUnited shows Messi’s social media endorsements encompass 16 brands that have generated nearly 150 million engagements to date—accounting for over 90% of all MLS player engagement and more than half of all engagements among major professional athletes. Since Messi joined Inter Miami, the club’s social media following has surged by more than 1,600%, making it the most followed North American sports team on TikTok with 13.1 million followers. Overall, Inter Miami boasts 43.9 million followers across major platforms, ranking behind only NBA powerhouses like the Los Angeles Lakers and Golden State Warriors in the U.S.

On the field, Messi remains a dominant figure as he nears 40. He led Inter Miami to its first MLS Cup championship in 2025, earning MVP honors for both the MLS Cup final and the regular season. That year, he also secured the Golden Boot as the league’s top scorer and became the first MLS player to win consecutive MVP awards.

The economic impact of Messi’s presence is substantial. Inter Miami’s franchise valuation soared from roughly $600 million prior to his signing to $1.6 billion by 2025, placing the club 14th in the global soccer club rankings. Revenue surged in parallel, with Inter Miami generating $215 million in 2025. Sponsorship revenue skyrocketed from $18 million in 2022 to $61 million in 2025, the highest in the league and more than double the average for MLS teams. Analysts project the club could surpass $100 million annually in sponsorship revenue within the next five years, on par with top NFL franchises.

Attendance records have also tumbled in the Messi era. Three Inter Miami home games this season attracted crowds exceeding 72,000, ranking among the league’s largest ever. Other MLS clubs recorded historic attendance figures when hosting Inter Miami, including an April sellout of 75,673 at Denver’s Empower Field and a record 75,673 at LAFC’s Los Angeles Memorial Coliseum in February. Industry experts highlight these events as key revenue drivers, often generating millions in gate receipts per game for smaller-market teams.

Messi’s unique style of play—marked by unmatched technical skill, vision, and efficiency—continues to captivate both new and longtime soccer fans. His consistent on-field intensity and ability to deliver moments of brilliance have earned widespread admiration. “Messi brings with him an electricity unlike anything I’ve ever experienced,” said Kyle Sheldon, founder of a soccer marketing agency. “He is his own economy, and the impact he has isn’t measurable.”

Messi’s influence extends to endorsements and brand partnerships. His portfolio includes deals with global companies such as Anheuser-Busch InBev, Adidas, Mastercard, Apple TV, and more. Even without speaking much in advertisements, his presence alone is estimated to deliver tens of millions of dollars in value to sponsors.

The groundwork for Messi’s move to MLS was laid years prior, when Inter Miami’s ownership, including David Beckham, began courting the star’s camp in 2019. That strategic pursuit has paid historic dividends for the league, the club, and the broader U.S. soccer market.

For many, Messi’s tenure in MLS represents a defining moment in the sport’s domestic rise. “This is greatness at the end of its run,” said MLS analyst Sheldon's CEO Kyle Sheldon. “There will be great players in the future, but there will not be another like him.” As Messi continues to perform at the highest level, his presence promises to elevate soccer’s profile in North America for years to come.