There’s never a lack of sports in the state of Florida.
Last Sunday, the Argentina superstar and Inter Miami captain, Lionel Messi, broke another world record in a 5-1 win against visiting New York City, registering his 405th assist. It’s the most in soccer history. Messi’s all-time career stats include 896 goals and 405 assists in 1136 games. Those numbers are very hockey-like.
Another 2025 MLS final criss-crossing with ice hockey is that the Florida-based team will face Canadian rivals. The Vancouver Whitecaps even have the all-time German top goal scorer and assist provider on their roster, just as the Edmonton Oilers have a German-born Leon Draisaitl.
Doesn’t it sound too familiar? The back-to-back Stanley Cup champions, the Florida Panthers, hosted their Canadian opponents last June. Less than six months later, South Florida is going viral again.
While the NHL has been working to attract more Spanish-speaking fans, MLS doesn’t have this problem. One reason is bringing the best footballer in the world to North America. Argentina national team captain Lionel Messi has transformed soccer culture in America. One of the world’s most successful athletes joined Inter Miami in July 2023. Since then, the league’s attendance and TV ratings have skyrocketed, jerseys are selling like hotcakes, and sponsors are lining up.
Messi-mania
Before Messi’s signing, Inter Miami’s official IG account had just over a million followers. But as soon as the rumors about Messi’s arrival became reality, their digital fanbase grew to seven million in two weeks. As of now, over 18.1 million people follow Inter Miami on Instagram. To compare, the NFL’s Tampa Bay Buccaneers have 1.4 million followers on IG, and the Kansas City Chiefs have 4.4 million.
The Adidas Inter Miami jersey featuring Messi’s name has been the best-selling jersey in the MLS for two consecutive years. The league’s commercial revenue increased by 17%, and club revenue by 15% in the first year. In 2024, MLS became the second-most attended league in the world, surpassing 12 million spectators. All of this became possible thanks to the arrival of a global superstar in South Florida.
From an underdog, Inter Miami, with Messi, Sergio Busquets, Jordi Alba, and Luis Suárez in its ranks, quickly transformed into the hottest club, whose games attract Hollywood and sports celebrities: from LeBron James to Leonardo DiCaprio to Kim Kardashian. The first achievements followed: the 2023 Leagues Cup, a new MLS scoring record (74 points), and first place in the regular season. But the status of favorite and a star-studded squad weren’t enough. The Herons unexpectedly and painfully crashed out in the first round of the playoffs against Atlanta United, and head coach Tata Martino resigned. The team also released seven players during the offseason. This, however, did not diminish the fans’ love for Lionel Messi.
Battle for Florida
Ahead of the MLS anniversary season, two Florida clubs, Inter Miami and Orlando City, played a friendly derby at Raymond James Stadium in Tampa. Soon, the stadium will host an NHL regular-season game between the Tampa Bay Lightning and the Boston Bruins. The city is home to three professional sports teams from major U.S. leagues: the Tampa Bay Buccaneers (NFL), the Tampa Bay Rays (MLB), and the Tampa Bay Lightning (NHL).
The idea of organizing a friendly in-state rivalry event at Raymond James Stadium was instantly supported by local authorities, and tickets went on sale in November 2024, during the last MLS season. The starting price was $29 plus fees. On Valentine’s Day, February 14th, 42,017 people patiently waited for their idol to appear. Look to the right – people in jerseys of the Argentina national team, FC Barcelona, and Inter Miami; to the left – déjà vu. The same name was emblazoned on every back – Messi.
Messi ran onto the field in the front row, periodically looking at the stands and waving to the fans, who didn’t stop cheering throughout the entire warm-up, snapping selfies and filming videos of every move Messi made. The Orlando City players modestly warmed up in another corner of the field in front of empty sections, watching the jubilation at the Inter Miami side. Hardly anyone was interested in, or even remembers, the outcome of the evening.
Every time Messi touched the ball, the crowd chanted “Messi! Messi!”. In 75 minutes on the field, the Argentinian leader made six shots and had two opportunities to score. As if scripted, Inter Miami and Orlando City played to a 2-2 draw, but everyone was happy. Many people came from other cities and even different continents. According to the Tampa Bay Sports Commission, tickets were purchased by residents of 50 US states and 30 countries. The furthest of them was Australia. So Messi is also benefiting Florida’s tourism.
New Season, New Hopes
There’s another side to the coin. In the first contest of this regular 2024-2025 season, Messi recorded two assists, but he didn’t travel to Houston for the next game. As soon as this news broke, a wave of outrage and negative comments followed. The Houston Dynamo had to apologize to the fans, remind them that the team cannot control the opponent’s lineup, and offer a free ticket to another game to every attendee of the matchup against Inter Miami.
Messi has the right to miss games due to injuries and adverse weather conditions to maintain his health and fitness. His first estimated salary at Inter Miami was slightly over $12 million per season, plus bonuses. Still, the full compensation ($150 million over 2.5 years) also included a role as a partial owner of Inter Miami after his playing career ends. Commercial contracts with Apple TV, Adidas, Gatorade, Hard Rock, and other companies generate additional income for the Messi family. In 2024, Inter Miami spent the most on player compensation in the league – $41.7 million. In addition to the Argentinian star, the payroll includes Sergio Busquets ($8.7 million), Luis Suarez ($1.5 million), and Jordi Alba ($1.25 million). In October, Messi extended his contract with the Herons through 2028. Financial details of the deal aren’t public. But with major endorsements and a lifetime partnership with Adidas, Messi’s commercial portfolio earns him at least $70 million annually.
Last season, Inter Miami delivered a solid performance, but 22 wins, eight draws, and four losses did not lead the club to the coveted championship. Under the guidance of new coach Javier Mascherano, Inter Miami finally made it to its first-ever MLS final. The team still has shortcomings on defense, but relies heavily on Messi in offense. The Herons players and managers will have to make a couple of serious decisions and show their best team effort and strength on Saturday.
The cheapest ticket to see the MLS final in person is $348 plus fees. The much-anticipated final will take place at Chase Stadium on Saturday, Dec. 6.
Is South Florida ready for another parade? This one has the potential to go global, given Messi’s popularity and fan base. But let’s take it one step at a time.