• by Cory Treffiletti , Featured Contributor, August 2, 2023

Go ahead and take a second look at that headline.  I realize it doesn’t fully make sense -- but what does make sense is that Lionel Messi coming to Miami is the single most important development in the history of the sport of soccer in the U.S.

Messi is the G.O.A.T. of soccer -- or futbol, as the rest of the world affectionately refers to the beautiful game.  Messi signed to play in Miami with the last place MLS team because they offered a deal that made sense, and because they leaned in on the importance of family and sportsmanship.  Also, probably because David Beckham most likely got down and begged it to happen (which is 100% justifiable).  Miami won, Messi came, and in his first two games was both directly and indirectly responsible for almost every goal, including his dramatic free kick into the goal during his first match.

The arrival of Messi signals that soccer has the chance to go prime-time in America.  It coincides with the Women’s National Team beginning its battle to try and achieve the unthinkable by winning a third consecutive World Cup. Soccer has been gaining steam the last 15 years, but these two milestones coincide this summer and will bring more attention to the sport than ever before.

Prior to Messi, Apple TV+ had approximately 700,000 subscribers to the MLS Pass.  It added 300,000 subscriptions due to the Messi effect.  That is an immediate impact for both the MLS as well as Apple.  More people will pay to watch MLS than ever before.

In the past, the best talent in the U.S. and Latin America went to play for other leagues in their goal to play professional soccer.  With Messi coming to MLS, more attention is being paid, which means higher revenue, which brings better players to the pitch in this country.  As that happens, the product on the field improves, and everyone gets better.  It’s a formula for growth.

I live in Austin, and we go to the Austin FC games regularly.  The fan base is rabid.  The environment is fun.  I did not grow up enjoying soccer, but my kids brought me into the sport, and now that I understand it, I understand the passion behind it.  You can be large or small, you can be fast or technical, but the playing field is level, and anyone can play anytime, anywhere, with anyone.

MLS games were once difficult to find, but now you can watch them all easily, and with the benefits of starting at any time, or dropping in live.  Not only is soccer poised to grow, but the audience for sports via streaming is taking over.  Sports is still appointment viewing for most people, and they will pay for access to what they want, when they want it.  The NFL RedZone proved that, and MLS is following in the footsteps of football.

If you get the chance, tune in and watch Messi. He is technically proficient and fast, but also a shining example of good sportsmanship and the ability to make your team better.  He is supposed to play for two-and-a-half years, and that will be an incredible time for the MLS.