When Lionel Messi made his landmark move to Inter Miami in 2023, the soccer world was shaken. The 36-year-old Argentina legend’s decision to join Major League Soccer (MLS) after a storied career at Barcelona and a short stint at Paris Saint-Germain was celebrated by fans and pundits alike. But beneath the surface of this glittering move, questions remain: Is Messi’s arrival in South Florida really about football, or is it just a marketing gimmick designed to boost the profile of MLS and Inter Miami?
While there’s no denying Messi’s immense talent, and his arrival undoubtedly elevates the sport’s visibility in the U.S., many fans are beginning to ask: Is this the move of a player at the peak of his powers, or is it a carefully orchestrated marketing ploy to inject fresh life into a league that has struggled to gain worldwide respect?
The Hype: A Global Media Storm
There’s no doubt that Messi’s move to MLS has generated unprecedented media attention for the league. The announcement itself sent shockwaves through the global soccer community, and Messi’s first match with Inter Miami saw a surge in ticket sales, merchandise, and viewership.
On social media, Messi’s move was trumpeted as the dawn of a new era for American soccer. Miami’s owner David Beckham, himself a former global superstar who joined MLS in 2007, has been vocal about Messi’s potential to transform the sport in the United States. “This is a game-changer,” he said, echoing the sentiments of a large portion of MLS’s marketing team.
But that’s part of the problem. The amount of attention, not just from the sports world but from the mainstream media, has raised suspicion about the true motives behind Messi’s decision. Was this a heartfelt love for the game and a desire to compete at the highest level in the final years of his career? Or was it a business decision—an opportunity to use Messi’s star power to boost Inter Miami’s profile, increase their financial value, and make MLS a more competitive brand globally?
Marketing vs. Footballing Legacy
While Messi’s arrival in MLS undoubtedly benefits the league in terms of visibility, there are several aspects that make it feel like the move was as much about marketing as it was about footballing ambition.
1. Messi’s Age and the Competitive Factor
At 36, Messi is no longer the player who dominated European football for over a decade. His time at Paris Saint-Germain was a clear indication that, while still brilliant, he was past his peak. Although he was part of the team that won the 2022 World Cup with Argentina, it’s difficult to ignore the fact that Messi’s move to Miami happened after his prime—a prime that saw him win seven Ballon d’Ors and dominate La Liga.
When you compare this move to other players’ transitions to MLS, like David Beckham’s arrival at age 32 or Zlatan Ibrahimović‘s move at 36, Messi’s situation feels different. Unlike Beckham, who came to the U.S. to help raise the profile of MLS while still playing at a relatively high level, Messi arrives with his best days behind him, though still effective in moments.
This raises the question: Why MLS? It’s likely that Messi could have secured deals with top clubs in Europe or returned to Argentina. But with Miami’s owners and the allure of endorsement deals, Messi is entering an environment where commercial growth is just as important—if not more so—than competitive success.
2. The Role of David Beckham
One cannot ignore the role of David Beckham in Messi’s move to Miami. Beckham is not just a co-owner of Inter Miami—he is a global ambassador for the sport, a symbol of how a star player can change the landscape of soccer in a country. Beckham’s move to MLS in 2007 was one of the first major soccer marketing gambits to position MLS as an emerging force.
Beckham has leveraged his own status to build Inter Miami into a top contender for marquee signings, and Messi’s arrival is the ultimate feather in his cap. While there’s little doubt that Beckham admires Messi as a footballing genius, there’s no denying that this partnership benefits both sides in terms of brand-building and business interests.
Inter Miami’s ambitious plans go far beyond winning trophies—it’s about creating a global footballing brand. Messi’s name, image, and appeal across multiple continents are key to making that happen. Miami is already one of the most popular cities in the U.S. for international tourists, and Messi’s arrival only heightens the city’s status as a global soccer destination.
3. The Financial Aspect: A Paycheck or Passion?
It’s widely reported that Messi’s contract with Inter Miami, while not disclosed publicly, is worth millions of dollars per year. Beyond the salary, Messi stands to earn a massive income from sponsorship deals, merchandise sales, and even potential equity in the team or league. His move is expected to bring in millions to MLS and Inter Miami through jersey sales, ticket sales, and global broadcast rights.
To further sweeten the deal, Apple and Adidas have reportedly worked behind the scenes to ensure Messi’s move is financially beneficial to him. Both companies have invested heavily in MLS and, by extension, in Messi’s role as the face of the league.
But the fact remains: MLS is paying a player of Messi’s caliber, not just for his performances on the field but for the global brand recognition he brings. Does this represent a move for a player truly committed to the competitive side of the game, or is this just another example of Messi being used to grow the commercial side of the sport?
Is This What’s Best for MLS?
As much as Messi’s arrival has electrified the league, it’s crucial to ask whether MLS has positioned itself as a destination for the world’s best players or simply as a retirement league for aging stars. Critics argue that MLS is still a second-tier league in terms of competition, even with Messi and other high-profile players like Luis Suárez, Gareth Bale, and Cristiano Ronaldo potentially heading stateside in the future.
Many still believe that while players like Messi may provide short-term excitement, the long-term sustainability of MLS will depend on its ability to develop homegrown talent, foster competition, and increase its level of play to truly challenge the best leagues in Europe.
In other words, the presence of superstars like Messi can’t be a substitute for genuine growth in the sport itself. For Messi’s legacy in the U.S. to be truly meaningful, MLS must prove that it’s about more than marketing hype—it must be about true soccer development and competition.
Conclusion: Marketing Gimmick or Game-Changer?
Lionel Messi’s move to Inter Miami is undeniably one of the most significant events in MLS history. His presence in the U.S. raises the profile of the league to a level never before seen. However, it’s also hard to ignore that this deal may be just as much about business as it is about football.
While Messi’s still one of the most talented players in the world, his arrival in Miami could be viewed as more of a marketing maneuver to elevate the global profile of the league rather than a move driven purely by competitive desire. The next few years will tell whether Messi’s time in MLS is a genuine game-changer or just another chapter in a long line of high-profile but commercially driven moves to the U.S. Soccer landscape.
For fans, the hope is that Messi’s presence will do more than fill stadiums and create global buzz; it will help to build a stronger, more competitive league that can stand on its own, even once the Messi era fades. Only time will tell.
