Messi changes everything
What could make Lionel Messi an unparalleled icon is the World Cup winner’s impact on the popularity of soccer in the U.S.
Seeking a second World Cup title, adding to a goal tally that now tops 900, continuing to build a legacy that once seemed untouchable… All of that pales in comparison to the achievement that could truly make Lionel Messi an unmatched global icon: helping football, known in the U.S. as ‘soccer’, surpass other major sports in the States.
It once felt like a fantasy, but not so much anymore. In 2026, the most‑attended sporting events in the country - surpassing even the Super Bowl - were two Inter Miami matches featuring Messi on the road: 75,673 fans against Los Angeles FC and 72,026 in Washington against D.C. United. In this year’s NFL title decider, Super Bowl LX saw 70,823 attend the Seahawks’ win over the Patriots.
The Messi-mania effect
Since Messi arrived in MLS, the league has shattered its all‑time attendance records: 11 million fans in a single season and an average of more than 23,000 per match. The latest milestone came this Saturday with the grand opening of NU Stadium, Inter Miami’s opulent new home, packed with 26,700 supporters - including the dedicated Leo Messi Stand, built as a tribute to the club’s superstar. Miami and its new stadium are quickly becoming the epicenter of celebrity culture and VIP life. The luxury suites, which can host up to 5,000 guests in total, have already become the hottest ticket in American sports, fetching around $500,000 in their inaugural season.
None of this would be possible without Messi. MLS revenues have jumped 10% since his arrival, and 80% of the league’s current commercial partners have signed on since the superstar came aboard. Apple and Adidas - the two corporate giants driving the league’s growth - have backed him with massive, multimillion‑dollar agreements. What the likes of Pelé, David Beckham, and Thierry Henry couldn’t achieve now looks attainable because of Messi.
“We have to come up with another name”
Donald Trump has joked that American football should consider renaming itself so it doesn’t conflict with the beautiful game. “This is football, there’s no question about it,” the U.S. president said at December’s 2026 World Cup draw. “We have to come up with another name for the NFL stuff.” It’s a striking statement from someone who clearly sees Messi, FIFA chief Gianni Infantino, and the rise of soccer as a gold mine. Thanks to the Argentine, a new era has begun, one that not long ago seemed unimaginable.
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