Gamble or Goldmine? How Messi’s $150M Deal Changed Inter Miami and MLS

The year after Messi joined Inter Miami, the franchise doubled its yearly player salary payroll. The combined salaries of Messi and Busquets surpassed the total salaries of the 2022 roster. Still, a 12 million cash salary was too small compared to Saudi Arabia’s 500 million a year offer. Beckham and the Mas brothers struck a deal that amounted to 150 million for two and a half years. This deal allowed Messi to share the profits generated by the major partners of the MLS, Adidas and Apple, for the revenue generated by his arrival to the league. The contract also included a clause similar to the one that brought Beckham to the MLS. The deal allows Messi to purchase partial ownership of Inter Miami upon retiring. In 2022, Inter Miami generated 60 million in revenue, only a few million dollars more than they were about to be contracted to pay Messi annually. Even though much of Messi’s potential earnings were directly tied to his ability to bring attention to the league, it was a significant risk in the short term. 

This risk paid off: Inter Miami doubled its revenue the year after signing Messi. The team garnered international attention, which brought sales and sponsorships previously impossible. Tickets, merchandise, and sponsorships skyrocketed after Messi joined the team. Lowes, Visa, LaCroix, and eight other companies signed multi-year contracts with Inter Miami shortly after the ex-Barcelona members joined. The international attention for an American club made it a valuable marketing opportunity for these American companies. Notably, Royal Caribbean’s partnership to be in the center of the jerseys broke MLS records.

In addition to sponsorships, sales increased dramatically from 2022 to 2024. MLS jersey sales increased by 41 percent during this period, with four Inter Miami player’s jersey’s in the top 15 sold. Inter Miami still sold out their stadium tickets months in advance despite premium rates. The teams they faced often experienced season-high crowds despite Miami being the away team. Teams such as Sporting Kansas City have to rent a bigger stadium when facing the Herons. Opponents provided compensation packages to ticket-buyers if Messi didn’t show up. This shows Messi's importance to the growth of the MLS in the past two years. Fans were coming to see Messi, not just to see a game.

 Inter Miami’s valuation grew by 17% in 2024 to become the second highest in the league with an estimated worth of 1.19 billion dollars. The financial success won’t just serve to benefit Beckham and the Mas brothers. Their investment in the Freedom Stadium in Miami is predicted to generate 2.7 billion dollars for the city. This entirely privately funded project is set to open next year, creating an estimated 15 thousand jobs in the surrounding area. While ticket sales remain high for Inter Miami even during games Messi doesn’t play, it is to be seen if they can maintain their popularity to regain their investments. With the strategic support of the MLS, Inter Miami may continue to grow and become an essential player in the Miami economy.