Roger Hampel
FOT: Leo Messi via Instagram
Soccer legend Lionel Messi's recent move to Inter Miami in the Major League Soccer (MLS) has set the stage for a unique convergence of sports and business. From merchandise sales to streaming subscriptions and the potential for global soccer growth, Messi's transfer is more than just a game-changer - it's a catalyst for unprecedented business opportunities.
The Adidas and Messi Mania
"Messi Mania" is currently sweeping the United States, with fans eager to get their hands on the new No.10 Inter Miami jersey. The fervor is so intense that Adidas, the official suppliers of the pale pink Herons' shirts, is reportedly struggling to meet the demand. The rush to secure these jerseys has been described as 25 times greater than normal, leading to a backlog in orders.
This merchandising frenzy not only benefits Adidas but also Messi himself, thanks to an agreement with the sportswear giant. Under the terms of this agreement, the soccer superstar will pocket a share of the profits from all MLS merchandise sold, further boosting his already significant earnings from his annual $60 million contract with Inter Miami. Messi's partnership with Adidas, which began in 2007, continues to be a lucrative relationship for both parties.
The Apple TV+ Connection
In addition to the merchandise boom, Messi's move is expected to boost subscriptions for Apple's MLS Season Pass. As part of a significant broadcasting rights deal signed between Apple and MLS, the league is required to attain a specific number of subscribers to the Season Pass within a set timeframe. This "subscriber threshold" is critical for both the league and Messi, who will earn sign-up revenue for every new Season Pass subscriber.
Given that Apple TV+ is projected to face a loss of more than $5 billion in 2023, Messi's popularity could be the much-needed elixir to revitalize the streaming service's subscription numbers. This symbiotic relationship allows Messi to enhance his earnings with every new subscriber while offering Apple TV+ the opportunity to surge its user numbers.
However, Messi's impact extends beyond merchandise sales and streaming subscriptions. According to his longtime teammate, Sergio Busquets, who also joined him at Inter Miami, the culture of U.S. soccer offers a different type of success. Success in the MLS isn't merely about winning games; it's about the spectacle and the achievements made over time. This perspective presents a unique opportunity for Messi and MLS to redefine what success in soccer means.
Inter Miami co-owner Jorge Mas is optimistic about the ripple effect of Messi's arrival. He sees this transfer as a chance for the MLS to compete with Europe's leading leagues and become one of the top football leagues worldwide, dramatically influencing both the sport and its associated business dynamics.
In conclusion, Lionel Messi's debut in MLS signals a potential seismic shift in sports business. His performance will be judged not just on the pitch but also in terms of merchandise sales, subscription growth, and the global influence on soccer culture. Every goal Messi scores stands to redefine the parameters of success in soccer, marking a score for both the sport and its surrounding business opportunities.
The Business Impact of Lionel Messi's Debut in Major League Soccer.
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