Inter Miami are just over 24 hours away from kicking off their first-ever postseason, and the mood couldn’t be better. The Herons come in as the heavy favourites, the team everyone wants to beat, following a dream regular season.

With or without Messi, the Florida team has proven themselves to be a strong outfit, but there’s no doubt that the Argentine superstar is David Beckham’s biggest asset. If “Messimania” was a sensation last year, this season Messi has cemented himself as a phenomenon unlike anything seen before.

MLS was already a powerful league in the Americas, known for attracting stars, but Messi’s arrival last summer has taken it to new heights. Messi is a magnet for all sectors—marketing, politics, and, of course, the fans. In his second year, he’s the most sought-after player in the U.S., both by MLS and Don Garber, as the league’s growth has skyrocketed alongside him.

According to The Sporting News, MLS sponsorships have increased by 13% compared to the same period in 2023, while club-level sponsorships have also risen by 13%. To put it in perspective, the league secured 18 new sponsorship deals this season, a record number.

Messi: The Driving Force

The key reason behind this economic boom is simple: Lionel Andrés Messi Cuccittini. The Argentine is in high demand in every possible way.

In every match where he’s been available—though only 19 due to injuries—stadiums have consistently sold out. MLS’s average attendance has reached a record-breaking 23,234 spectators per game, totalling 11,454,295 fans, a 14% increase from 2022, the pre-Messi era.

“Messimania” is winning over hearts and wallets. Inter Miami’s No. 10 boasts the best-selling jersey in the league—and nearly the world. According to Adidas, Inter Miami’s retro third kit (from the Adidas x MLS Archive collection) has become the top-selling jersey in the history of the league’s official website. Demand is so high that MLS even partnered with European brands like Primark and Bershka to sell official merchandise.

Social media lights up after each of Messi’s standout performances, with his name trending on platforms like Twitter and TikTok. Additionally, TikTok has capitalised on the Messi craze, securing a historic deal to broadcast Inter Miami’s debut against Atlanta United for free. Messi’s impact has been widely felt across the United States—and even FIFA has benefited from his presence, with his club side being the latest addition to the upcoming FIFA Club World Cup.