Messi leads the revolution in the USA

Messi stands as the country’s most popular athlete, but his legacy goes beyond that.

Pelé introduced soccer to the United States, the 1994 World Cup solidified it, and Messi has now elevated it to another level. The Argentine star is already the country’s most popular athlete, according to SSRS.

Since his arrival, soccer’s popularity has surged as Inter Miami wins games and Messi draws fans in cities across the nation. The U.S. is no stranger to big names in soccer—Beckham, Ibrahimović, Lampard, Raúl, and Villa are proof of that—but Messi has injected new momentum into a sport that continues to grow.

As Inter Miami bounces back from a recent setback against Atlanta United, the Chase Stadium offices remain busy. Blinkfire Analytics reports that ‘The Herons’ are now the most popular American soccer team, both nationally and globally. Revenue from merchandise, sponsorships, and ticket sales has soared to $200 million this season, four times last year’s figure.

Messi makes MLS a global brand

Messi’s jersey has become the world’s top seller, with prices reaching up to $200 each. Inter Miami consistently sells out Chase Stadium, both at home and on the road, while sponsorship revenue is expected to reach $55 million, according to Bloomberg. The club’s partnership with Royal Caribbean has provided a historic financial boost, doubling what cryptocurrency sponsor XBTO previously contributed (estimated at $4–5 million).

The U.S. has proven itself a growing soccer market. Messi’s presence in MLS is a major asset, yet the league is planning for a future beyond his career. Ticket sales have increased across the board since his arrival, regardless of whether he is playing. For instance, Atlanta United has averaged 47,000 spectators at Mercedes-Benz Stadium, nearly double the usual attendance, while the “El Tráfico” rivalry between the Galaxy and LAFC recently drew 70,000 fans to the Rose Bowl.

The 2026 World Cup—known as the NAFTA (North American Free Trade Agreement) World Cup—will be a major test for soccer’s place in the U.S., potentially establishing it as a cornerstone of American sports culture.

As Clark Hunt, owner and CEO of FC Dallas, noted, “If you look at the ripple effect in every country that has hosted the World Cup in the last 20 years, the national leagues have taken a big step forward.”

The strategy is clear: MLS knows it can’t compete overnight with European leagues, where the Champions League remains the ultimate goal. Instead, clubs are ramping up scouting efforts across South America, Africa, and Oceania, aiming to discover the “next Messi.” MLS seeks greater profitability and is prepared to make substantial investments to sustain its growth.