The "Messi Effect"

The "Messi Effect" is causing a revolution in sports marketing, especially for the Inter Miami team.

This type of marketing has generated significant profits in the sale of various sports-related products, like apparel, reaching approximately $191 billion globally in the past year, a number that is expected to continue growing.

Digital viewership of sports events is also on the rise, with audiences watching live competitions through platforms like Facebook, YouTube, and Twitch. This trend is contributing to the expansion of online sports marketing and presents opportunities to reach new audiences in different ways. For instance, MLS has partnered with Apple TV, offering a subscription service called "Season Pass" that allows subscribers to watch all regular season MLS matches, playoffs, and the Leagues Cup live.

Brands can seize this opportunity to implement creative and fan-targeted marketing strategies. Gamification, for instance, offers the chance to cohabit in engaging spaces where fans compete and can earn rewards, like redeemable points for products, creating a stronger bond between consumers and brands.?

The Messi Influence

Messi's addition to Inter Miami offers significant commercial opportunities, including sponsorship deals and merchandise sales. His on-field influence is expected to attract more followers and increase the Latin American audience, potentially boosting broadcast revenues and match attendance.

The Messi brand's value has been highlighted in a Brand Finance report, which shows his departure from FC Barcelona had a significant impact on his brand, while his new role on the Inter Miami team has the potential to positively influence its valuation.

To illustrate this impact, it’s important to look at the massive increase in Inter Miami's social media fanbase after the player's arrival was confirmed. The club went from one million followers on Instagram to 15.1 million after the announcement, while PSG lost over three million followers after ending its relationship with Messi.

The soccer star's influence is evident in the surge of social media followers and ticket sales. This iconic figure has ignited excitement and passion among fans, motivating the purchase of various products related to him and creating a global fan community.

Among the brands supporting him, Adidas has a special connection with Messi and paid tribute to him after his World Cup success. Additionally, brands like Apple TV have struck agreements to showcase the Argentine player's story through their streaming platform.

This is only a snippet of the revolutionary impact on sports marketing Messi is having in the region. The potential to increase followers, product sales, sponsorships, and enhance the team's brand image in the long run is only the beginning.?