The American wins the marketing value race.. Messi tips the balance before the Al-Ahly and Inter Miami clash at the opening of the Club World Cup
Lionel Messi’s presence has dramatically shifted the marketing landscape around Inter Miami—especially ahead of their opening Club World Cup match vs. Al Ahly:
🌟 The Marketing Power of Messi
-
Since Messi joined Inter Miami in 2023, the club’s valuation doubled to over $1 billion, with revenues skyrocketing by 260% and MLS sponsorships increasing by 10% (cbssports.com).
-
Adidas has capitalized on this surge with dual-star campaigns featuring Messi and NFL’s Patrick Mahomes, aiming to bridge soccer and American football audiences for the summer tournament (adweek.com).
🎯 Why This Matters Ahead of Al Ahly Clash
-
Inter Miami opener marked the debut of FIFA’s new 32-team Club World Cup in the U.S.—a $2 billion broadcast and prize venture (wsj.com).
-
Messi’s inclusion isn’t just athletic—it’s commercial. His presence helped justify Inter Miami’s invitation despite not being MLS or continental champions (forbes.com).
📉 Soaring Expectations, Cooling Reality
-
Despite the hype, ticket sales have been surprisingly soft: prices dropped dramatically, with some tickets reselling for as little as $6 (investopedia.com).
-
Attendance at Miami’s opening game lagged expectations, indicating that even Messi’s star power can’t guarantee a full stadium .
✅ Bottom Line
Messi has tipped the balance of marketing value in Inter Miami’s favor, transforming them into a global brand and key asset for FIFA’s U.S. showcase. But this commercial magnet doesn’t automatically equate to whole-event sellouts or stadium-filling buzz. His impact remains undeniable—but whether it’s enough to make the tournament a resounding success remains to be seen.