In his first year in Major League Soccer, Lionel Messi has been relatively insular, with his greatness shining primarily on the field rather than off of it. While comparisons were made to Pele’s time in the old NASL, Messi’s presence in MLS has mostly been behind the paywall of Apple TV’s MLS Season Pass and within the league’s smaller stadiums. However, during a recent match against Sporting Kansas City at Arrowhead Stadium, the atmosphere was electric, with tens of thousands of fans donning Messi’s Miami jersey and enjoying a highly entertaining match that showcased the quality of the MLS product.
Sporting Kansas City’s decision to relocate the game to a larger venue was criticized initially but ultimately paid off with a record-breaking attendance of 72,610 fans. The event highlighted the potential of further expanding the league’s reach and popularity while Messi is in MLS. There has been discussion around increasing salary limitations to allow stars like Messi a better chance on the continental stage, but not enough focus on promoting MLS domestically and creating lasting impressions on potential new fans.
The TV strategy for featuring Messi’s games on Apple TV’s MLS Season Pass has raised concerns, as the decision to limit his appearances on linear TV could potentially miss an opportunity to educate more people about the league as a whole. While fans have been able to watch Messi on Fox-owned channels during the Concacaf Champions Cup, there is still a missed opportunity to showcase the league to a wider audience. There is a potential to hold more big stadium events for Messi’s games in the future, as several teams on Miami’s schedule have the capacity to fill large venues without relocating.
There have been rumors of plans to move some of Miami’s home games to larger stadiums like the Miami Dolphins’ Hard Rock Stadium, which could bring in more fans and create a more captivating atmosphere for matches against rivals or top MLS teams. The recent match at Arrowhead Stadium against Sporting Kansas City demonstrated the impact and excitement that can be generated when Messi plays in front of large crowds. MLS and its clubs need to capitalize on this momentum and work towards creating more events that showcase Messi and the league to a wider audience.
Overall, while Messi’s first year in MLS has been relatively low-key in terms of off-field exposure, there is a growing recognition of the potential for larger events and greater visibility for the league. By utilizing Messi’s star power and creating more opportunities for fans to see him play in big stadiums, MLS can continue to grow its popularity and attract new followers. The recent match at Arrowhead Stadium was a prime example of the excitement and energy that can be generated around a high-profile game, and there is a need for more of these types of events in the future to continue elevating the profile of MLS.
