How Messi's Next Gen Jordan Deal Ushers In A New Era for Major League Soccer

Messi's Gravitational Pull & Inter Miami's Cinderella Season Potential

Since the inception of the Designated Player rule that brought David Beckham to Major League Soccer (MLS) in 2007, the league has made significant strides in attracting sports fans in the U.S, establishing itself alongside the country's 'Big Four' pro sports. However, with soccer being the global spectacle that it is, MLS still has some distance to cover before it can stand toe-to-toe with prominent leagues like the UK's Premier League or Spain’s LaLiga. The landscape is poised for a seismic shift as MLS is making global headlines with the entrance of superstar Lionel Messi, arguably the greatest soccer player of all time, to Inter Miami.

The interest surrounding Inter Miami has intensified following a sports contract with Messi that has never been seen before. Despite an alleged jaw-dropping offer of $400 million per year from Saudi Arabia, Messi chose to embrace a less conventional, but just as unprecedented offer from Inter Miami. He is taking a different route than his GOAT rival Cristiano Ronaldo, who signed with the Saudi Pro league for $200 million a year.

Rather than matching the enormous salary, Inter Miami, in collaboration with Apple and Adidas, presented an innovative package. Apple, the holder of MLS's streaming rights, offered Messi a slice of streaming revenue if he brings in international subscribers, a first in sports history. With a share in streaming revenues from Apple, a cut of MLS apparel sales from Adidas, and a future stake in Inter Miami, Messi's deal underscores his belief in the potential of the MLS and the value he can add both on and off the field. 

This unique arrangement is reminiscent of Michael Jordan's groundbreaking deal with Nike, a partnership that propelled him to billionaire status. These generational deals don’t come often, and I don’t expect to see another one anytime soon. Messi’s draw is unlike any other athlete in the world’s stardom.^* Within a week of his trade announcement, Inter Miami's Instagram account saw a surge in followers, gaining a staggering seven million. 

His on-field impact is equally impressive. Messi marked his debut with a magical match-winning penalty kick at the end of stoppage time, which was the perfect beginning to a potential Cinderella season for Inter Miami. With incentives aligned, Messi seems to be doing what he can to give Inter Miami a real chance at a championship, and he understands you can’t win a championship in a team sport with one person.

Messi has a gravitational pull, and he has not come to Miami alone; he's brought with him ex Barcelona and Argentina coach Gerardo Martino, as well as his former Barcelona teammates Sergio Busquets and Jordi Alba. The impact of Messi's move is also reverberating beyond Miami. It's rumored that another ex-teammate, Luis Suarez, is looking to make a move to Florida. Suarez, who willingly signed a two-year contract with Brazilian club Gremio at the beginning of the year, has renegotiated his contract to expire at the end of the year, keeping the door open for a potential reunion with Messi. Even the official Argentina Football Federation is planning to expand in Miami. The initial signs are promising. Inter Miami won every single game since Messi’s debut, and they’re set to compete in the Leagues Cup Final this Saturday.

Messi's move involves a critical mass of talent that could have implications for the quality and style of football in the MLS. Criticism of the league's tactics and understanding of modern football concepts such as possession-based attacks, pressing, and counter-pressing, is not new. Football analyst Stephen A. Smith equates the MLS to a "G-league compared to soccer in Europe." Many MLS teams still adhere to a style of play reminiscent of English football two to three decades ago, focusing on long balls and capitalizing on defensive errors rather than strategizing intricate attacks. This, mixed with MLS’s history of competitive balance, may be the perfect storm that allows Inter Miami to climb the ranks for a potential playoff run.

Messi's arrival might just be the catalyst needed to take MLS to the next level, however, the journey won’t be easy. Messi's move to the MLS follows a tradition of top players joining the league in their later career years, with varying degrees of success. As Wayne Rooney, ex-player and manager of DC United FC, noted, previous superstars have struggled to maintain their commitment to the MLS, often leaving or retiring within a couple of years. Only one international player in MLS history has transferred into a club and won the MLS cup in the same year, and that team was at the top of their conference. But Messi's influence, owing to his unparalleled footballing skills that led Argentina to a world cup win just last year, coupled with the incentives baked into his contract, could transcend those who preceded him.

The task is massive for Messi and crew. And the clock is ticking. Messi's contract is set to expire in 2025, coinciding with the completion of Inter Miami's new stadium. 

Can Messi convert a new continent into his fans, convince people who call soccer “football” that MLS is worth watching, drive millions of subscribers for MLS Season Pass, and at the same time bring a languishing club at the bottom of their conference to win their first MLS cup title? Even on the biggest stage, Messi continues to amaze me. 

Messi's move to Inter Miami is more than just a transfer. Just like David Beckham’s move to LA Galaxy marked a new era for MLS, it’s likely that this generational deal leads to a new era in MLS as well. With the eyes of the world now firmly on MLS, the next few years promise to be a thrilling ride for all stakeholders. 

*If you don’t believe me, here’s an exercise. Compare Messi’s Instagram following to the most popular athlete you can think of.

Shout out to Stani for providing some insight on strategy & tactics in European vs American soccer.