How Messi Turned Miami International Into a Record-Breaking Force in Just Two Years

The Numbers Don’t Lie

When Jorge Mas founded Miami International in 2018, few imagined it would become a cultural and commercial powerhouse by 2024. But here we are: a club less than six years old that now ranks among North America’s most valuable franchises — all thanks to one man with a golden left foot and an even more golden marketability.

Let me put it plainly: the data is uncomfortably good. In the 2023–24 season alone, MLS drew over 11.4 million fans — up 6% from the year before and nearly 15% from two years prior. And guess who played in every game that mattered? Lionel Messi.

The Business of Belief

We’re not just talking about goals or trophies — though those came too. We’re talking about brand alchemy. Miami International didn’t just sign Messi; they signed future potential across three major events: the 2024 CONCACAF Gold Cup, the 2025 Club World Cup (hosted in Florida), and yes — the 2026 FIFA World Cup.

That’s not marketing. That’s strategic foresight.

The ownership structure helped too: David Beckham as co-owner? A masterstroke. Pink kits? Boldly on-brand for South Beach. Xavi Asensi running operations out of Barcelona? A quiet genius move blending Catalan precision with American ambition.

It wasn’t just about having stars; it was about building a system around them.

Apple TV & The Subscription Surge

Here’s where things get spicy for any data nerd like me: In July 2023 — the month Messi made his debut at DRV PNK Stadium — Apple TV reported adding 300,000 new MLS subscribers in one month alone.

That’s not growth. That’s an explosion. And it didn’t stop there: their user base doubled overnight after Messi’s arrival.

You don’t get that kind of engagement from average players or mid-tier clubs. You get it when you have someone whose name still gets chanted on every continent except Antarctica.

Future-Proofing Football?

Now let’s talk about what really matters: sustainability. Miami isn’t relying solely on Messi forever — though he’ll be central for years to come. But their real win? They turned football into something local, yet global at once. They built infrastructure around culture, fashion, celebrity partnerships… even fan experience design (yes, I’m looking at you pink jerseys).

This isn’t just soccer history being made today; it’s laying groundwork for decades of relevance in a market where football was once considered niche.

So while pundits debate whether this is ‘fair’ or ‘too fast’, my model says one thing: if you can grow audience share by over 15% in two seasons with no prior legacy… well, congratulations — you’ve rewired how sports franchises succeed in modern America.