How Inter Miami, Messi, and Miami’s Latin spirit are redefining the game in the U.S.
I’ll admit it—I don’t follow fútbol the way some people do. I couldn’t tell you who’s leading La Liga this season or break down a perfect offside trap. But as a marketer, what’s unfolding in Miami is one of the most fascinating brand stories in sports.
For a long time, fútbol in the U.S. felt like a whisper—beloved by millions, but always in the background. It was what you watched if you were from elsewhere, or what played on Spanish-language channels while American sports soaked up the spotlight.
Then came Messi. And Miami. And magic.
The arrival of the greatest player in the world turned a young franchise into a global icon and gave an entire league the kind of credibility marketers dream of. Suddenly, fútbol wasn’t just “growing” in the U.S.—it was surging. A pink jersey became the season’s most sought-after accessory. Stadiums filled. Screens lit up. Entire cities paid attention.
And at the center of it all? A team that didn’t exist ten years ago. A city that’s always spoken fútbol. And a moment that’s rewriting the rules of sport and branding in real time.
What Is MLS, and Where Does It Fit In?
For context: Major League Soccer (MLS) is the U.S. and Canada’s top-tier fútbol league. Founded in 1993, it currently includes 30 teams (27 in the U.S., 3 in Canada), runs from February to December, and follows FIFA’s rules on the pitch.
What sets it apart from European leagues? MLS uses a franchise model—no promotion or relegation—and combines American sports infrastructure with global game mechanics. Same ball, different system.
But the most important difference? MLS is no longer a league trying to prove itself. It’s a league evolving into a destination—especially since Inter Miami signed arguably the greatest player of all time.
The Messi Effect: From Expansion Team to Global Story
Lionel Messi is a global brand—one of the most recognized, admired, and trusted names in the world. Forbes ranked him among the highest-paid athletes in history, with endorsement deals spanning Adidas, Pepsi, Apple, Gatorade, and Louis Vuitton. His face moves product. His name moves culture. And his presence moves markets.
When Messi signed with Inter Miami in 2023 he repositioned the entire brand. The team went from a rising local franchise to an international powerhouse overnight. It was the kind of brand transformation that most companies spend decades (and millions) trying to achieve. And Inter Miami did it in a single social media post.
Messi’s impact can be measured in every metric that matters:
- Merchandise: Inter Miami’s pink #10 jersey became the top-selling jersey in the U.S. and the best-selling adidas jersey worldwide, outselling LeBron, Mahomes, and Aaron Judge, as well as global giants such as Real Madrid and Bayern Munich.
- Followers: The club went from 1 million Instagram followers to over 44 million followers across all its platforms. The Club’s Instagram following alone has grown to 17.8 million followers, ranking among the top 3 among American sports teams, after the Warriors and Lakers.
- Valuation: Inter Miami’s franchise value has soared past $1.2 billion, placing it among the most valuable MLS clubs.
- Streaming: Apple TV+ saw a spike in MLS Season Pass subscriptions.
And perhaps most importantly: Messi gave credibility. To the team. To the league. To the idea that the U.S. could not just host world-class fútbol—but become part of it. His move was a public endorsement of MLS as a viable, attractive, and competitive destination.
This is what happens when the athlete is the brand. Messi brought his own legacy, yes—but he also transferred equity to Inter Miami, making it a global property with a gravitational pull that reaches well beyond the pitch. Brands now clamor to be associated with the club—not just because they want to be part of the Messi moment, but because they know the platform is bigger, more valuable, and far more global than it was before.
And let’s not forget: Messi chose Miami. He chose the project. He chose the league. And that choice continues to reverberate far beyond the stadium.
And the story continues. On October 23, 2025, Inter Miami CF announced that Club Captain Lionel Messi has signed a contract extension running through the 2028 MLS season, reaffirming his long-term commitment to both the club and the city. It’s a move that further cements Inter Miami’s position as one of the most ambitious franchises in world fútbol—and signals that Miami isn’t just a moment in Messi’s career; it’s the next chapter of it.
“Our vision was always to bring the best players into Miami and that’s exactly what we’ve done, we’ve brought the best player to ever have played the game to our city. That shows our commitment to Miami and it shows Leo’s commitment to the city” David Beckham
Miami: Where Fútbol Feels Like Home
Miami was always going to be the U.S. capital of fútbol—it just needed the right spark. The city isn’t just a backdrop; it’s a protagonist. A bilingual, bicultural, cross-continental hub where fútbol is inherited.
Walk into a bakery in Little Havana, a nightclub in Wynwood, or a school in Doral, and chances are someone is talking about goals, offsides, and which Argentine player their uncle once met. In Miami, fútbol is the language of grandparents and Gen Z, of WhatsApp chats and sideline coaching, of Saturday mornings and Sunday debates.
That’s why Inter Miami doesn’t market the way most teams do. Their brand identity—colors, typography, tone of voice—draws heavily from Miami aesthetics, and does so intentionally. The bold pink and black color palette breaks from the conventional red-white-blue playbook of American sports and taps into Miami’s tropical energy, cultural fusion, and design-forward sensibility. The crest features herons—symbols of resilience and rootedness. Even the typography has flair, rhythm, and contrast—like the city it represents.
This isn’t branding by committee. It’s branding with a point of view. Inter Miami doesn’t dilute its Miami influence to appeal to a broader base; it leans into it. And that’s exactly why it works. It feels specific. Confident. Real.
Because when you try to speak to everyone, you end up resonating with no one. But when you reflect the true identity of your audience—when you make them feel seen, understood, and celebrated—you unlock loyalty that goes beyond fandom. You build cultural capital.
From a marketing perspective, Miami offers something most cities can’t: the ability to speak across borders, not just across demographics. Inter Miami shows what multicultural marketing looks like when it’s done authentically—not as an add-on or campaign, but as the core of a brand’s identity.
From Match to Movement: A New Kind of Fan Experience
One of the most compelling evolutions Inter Miami has sparked is the shift from watching a game to living a ritual. Matchday isn’t confined to 90 minutes—it starts long before kickoff and often ends far from the stadium. Here’s how the momentum builds:
Pre‑Game Vibes
Curated food trucks, family zones, live DJs and celebrity meet-ups—yes, all part of the matchday build-up. But by far the most electric energy comes from La Familia: fan groups like Vice City 1896, The Siege, and Southern Legion. They stand packed in the North Stand, drums in hand, voice in harmony, leading bilingual chants that call the city to attention.
Beachside Chants & Rhythm
You don’t have to be near Chase Stadium to feel the pulse. On Miami Beach, groups practice Messi chants under the palms, bombo drums echoing across the sand as though the pitch were right there in the surf. It’s a spontaneous, city‑wide rehearsal—and a testament to fan ownership of the moment.
Coconut Grove Takeover
Not ready for full-on match mode? Enter The Messi Experience, an immersive exhibit in Coconut Grove’s Hangar at Regatta Harbour. Opened in 2024, it walks fans through nine interactive rooms—from his Rosario childhood to Camp Nou and MLS glory. There’s a 75-minute exhibit, AI-guided Messi pep talks, dribbling drills, and even a life-size World Cup re‑creation.
Back to the Stadium
Come matchday, all that energy—the chants, the snare hits, the surprise beach jam sessions, the memory trails from Coconut Grove—coalesces. What follows isn’t just a game; it’s a block party meets pilgrimage. You’re singing, swaying, sweating, and feeling seen. In that moment, fandom becomes identity.
Why It Matters for Brand & Culture
- Authentic Participation: Fans aren’t just watching—they’re building, rehearsing, leading, creating. That depth delivers unmatched emotional ROI.
- Cultural Immersion: Messi chants on the beach, interactive exhibits, bilingual drumming—these are cultural touchpoints that transcend standard marketing.
- 365‑Day Fandom: Even if it’s off-season, the story lives in Coconut Grove, on Lincoln Road, in beach meet-ups—and that consistency amplifies brand resonance.
Miami: Building a Home for the Future
As Inter Miami grows on the field, it’s also reshaping the city’s skyline. Miami Freedom Park—now under construction—marks the next era of fútbol in the U.S. Spanning 131 acres, it’s the largest active real estate development in Miami, anchored by a new 25,000-seat stadium designed to host Inter Miami CF.
Developed by the club’s ownership group, the project is envisioned as a year-round destination for residents and visitors alike, blending sport, culture, and community. The phased development includes over 1 million square feet of retail, dining, entertainment, and office space, 750 hotel rooms, and Miami’s largest new public park in generations—the 58-acre Jorge Mas Canosa Park with youth athletic fields for the community.
Construction began in 2023, with phased openings starting in 2026, beginning with the stadium, park, and civic plaza spaces that will host fan zones, seasonal celebrations, and the first collection of restaurants and retailers.
Miami Freedom Park isn’t just a venue; it’s a statement of intent—proof that fútbol in Miami isn’t temporary. It’s home.
Why Fútbol Can Be Just as Big as Football (and Basketball, and Baseball…)
Let’s talk numbers.
Fútbol in the U.S. already has more than 62 million fans, making it the fourth-largest fútbol market in the world. And with the 2026 FIFA World Cup coming to North America, that number is expected to grow by over 60%. That’s not a trend. That’s a wave.
Yes, the NFL still reigns supreme, with an average of 17 million viewers per game. NBA, MLB, and NHL follow with 1.8M, 5–7M, and 398K, respectively. MLS? About 133K per match in 2023. But let’s not forget: MLS is young. What it lacks in legacy, it’s quickly making up in engagement and momentum.
In 2024, MLS stadium attendance averaged over 23,000 fans per game—just behind the NFL and MLB. On social platforms, Inter Miami is now the most followed U.S. team across all sports. Not bad for a club that didn’t exist ten years ago.
And there’s another key factor: fútbol fans in the U.S. are multi-league, multi-platform, year-round consumers. They watch Premier League in the morning, MLS in the evening, and Liga MX on weekends. They follow players, not just teams. And they engage globally.
That’s a marketer’s dream.
The Marketing Opportunity
The Messi effect is real—but the Inter Miami effect is just as important. The club has become a blueprint for how to market a team not just as a brand, but as a cultural vessel. It’s fútbol wrapped in storytelling, identity, emotion, and a deep sense of place.
Global brands are taking notice. Apple. Adidas. Royal Caribbean. Hard Rock. They’re not just sponsoring—they’re embedding themselves in the narrative. Because fútbol delivers what modern marketing craves: community, passion, emotional stakes, belonging. And Inter Miami delivers it with sharp aesthetics, inclusive voice, and global crossover appeal.
Even from the sidelines, brands are joining in. I remember driving down the I‑95 in the summer of 2023 and seeing a Publix billboard that simply read: “Bienvenido 10.” No logo. No team name. Just a number and a welcome. We all knew exactly what it meant. That’s what real cultural resonance looks like—when a campaign doesn’t need to explain itself.
Meanwhile, activations from other sports are quietly laying the groundwork for fútbol’s next marketing frontier. Look at how Formula 1 brought live race simulators into malls, or how the NBA created court-style pop-ups at Art Basel. Those same strategies—experiential, mobile, shareable—are tailor-made for fútbol. Especially in a city like Miami, where fans aren’t waiting for a formal invitation. They’re already playing.
For marketers, that’s the playbook. You don’t have to be on the field to be part of the movement. But you do have to listen—and join in, in the right voice.