Pelé, Cruyff, Beckenbauer, Ibrahimovic… a glittering roll call of stars who have graced the United States. Yet Major League Soccer remains the smallest among the continent’s major leagues, far behind basketball, American football, baseball and hockey. The arrival of Lionel Messi marks a bold move to ignite interest in a sport that the country will host for the 2026 World Cup alongside Mexico and Canada.
Messi’s new boss is David Beckham, with hints that Jordi Alba and Sergio Busquets might follow. He understands, perhaps better than most, the stubborn roots of soccer in American sport culture. In a country best known for helmets and gridiron, the early attempts to transplant the “other football” began in 1968 with the North American Soccer League in the 1970s. Names like Cruyff, Pelé, Eusebio, Beckenbauer, Muller and Best drew crowds, but the movement never truly clicked with the public and the league folded in 1985.
The ‘galactic’ savior of the league
After the 1994 World Cup hosted by the United States, it took years for football to again fill seats. A local team led by the iconic goatee of Alexi Lalas contributed to a revival, and the league was rebranded MLS in 1996. Lalas, then president of Los Angeles Galaxy, persuaded Beckham to move from Madrid to California in 2007. A $25 million franchise clause became part of the new era’s larger contract framework.
Beckham, nicknamed the “Spice Boy,” helped stabilize MLS during a fragile period: from four teams at his arrival to nineteen by the time he retired in 2013. The following year MLS announced that Beckham would become a co-owner of a new club, Inter Miami. Though he sold portions of his stake to Jorge Mas and Jose Mas, Beckham retained a 10% stake and remained the club’s emblematic figure. His presence and brand power are seen as pivotal moves for MLS at large and for Inter Miami specifically.
From $29 to $10,000
“When we talk about sports in the US, it will be before and after Messi,” commented Jorge Mas. “Messi will be the greatest ambassador in MLS history. An incredible moment for the league, for all owners and teams. It will catalyze momentum across the board.”
Early indicators already show a seismic shift: tickets for the Inter Miami versus Cruz Azul match on July 21, Messi’s debut, leaped from $29 to $329 within a day. The cheapest seats on a recent date rose to 1,319 while the priciest climbed to 10,000. Although Inter Miami plans to expand their stadium to accommodate more fans, demand currently outstrips supply. “All matches are expected to sell out. We’re seeing ten times more demand than we can meet with season tickets,” explained Mas.
Inter Miami’s online following has surged—from around one million to 8.3 million—outpacing every MLS franchise and rivaling the most popular teams in hockey, baseball, and American football. Only a handful of NBA teams—Warriors, Lakers, Cavaliers and Bulls—draw more attention in the United States.
Earlier this year, a landmark deal was announced: Apple agreed to stream MLS worldwide for ten years at a reported value of $2.5 billion, signaling a new era of global exposure. Adidas also committed heavily, signing deals to supply gear and incorporate team emblems into jersey sales, and promising enhanced collaboration across MLS rosters by 2030.
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The marquee talent’s contract principles include long-term commitment and potential involvement with the club over the term. Beckham’s initial franchise purchase in 2014 is recalled as a watershed moment, and recent announcements point to expansion plans, including a new 500-seat team in San Diego. Messi’s arrival is expected to drive a revaluation across the league’s market value.
Analysts highlight the potential upside for Inter Miami and MLS. The former Barcelona forward Bojan Krkic notes that Messi’s presence will heighten public interest and attract players eager to compete with or against him. The league is seen as steadily growing, developing, and broadening its appeal worldwide, even if it remains home to a different style and scale compared with Europe’s top leagues. Messi’s arrival is viewed as a significant elevation of visibility and interest across fans and players alike, with many predicting a sustained surge in MLS attention and quality of competition.
Pelé, Cruyff, Beckenbauer, Ibrahimovic… the list of global names associated with the United States is long and flamboyant. Yet MLS remains the smallest of North America’s major leagues, far behind the big four. Messi’s arrival signals a new chapter—a concerted effort to raise the sport’s profile in a country that is poised to host the next World Cup with Canada and Mexico in 2026.
Beckham’s understanding of the sport’s rough beginnings in the United States remains central. The country traditionally links football with helmets and gridirons, not cleats and nets. The early attempts to bring “the other football” to life began in the late 1960s, with a league that would later fold—its stars a reminder of the sport’s long road to acceptance.
The ‘galactic’ era and its legacy
The 1994 World Cup delivered a turning point, with new energy and rising interest culminating in MLS’s creation. The leadership of players like Lalas helped attract attention and credibility. Beckham’s move and his high-profile contract reshaped expectations and accelerated MLS’s growth. The club’s expansion and Beckham’s continued influence underscored a broader strategy to integrate soccer with mainstream American sports culture.
The ongoing exchange between marquee talent and franchise growth continues to redefine MLS’s market dynamics. Messi’s involvement promises not only star power but a platform for developing talent, increasing viewership, and expanding commercial opportunities for teams across the league.
In the broader arc of American soccer, the sport’s journey has been marked by waves of interest followed by periods of consolidation. Messi’s arrival is widely seen as a catalyst—one that could tilt the balance toward broader acceptance and sustained success for MLS and its teams. The next chapter in this story will reveal how quickly the American audience adapts to the world’s most recognizable footballer and how deeply MLS integrates him into its evolving narrative.