The Messi Effect: How Lionel Messi is Everywhere Right Now
Winning over hearts and wallets from the soccer field to your Sneakers
Lionel Messi is more than a soccer player, he is a brand. Since joining Inter Miami on July 15, 2023, the league has almost doubled their revenue, and he isn’t just dominating the soccer field, he’s making his mark in other industries. As Inter Miami prepares for the MLS playoffs, his influence is stretching far beyond the game – from cologne, sneakers, and action figures.
Messi Merch Madness
If you think you’ve been seeing Messi everywhere, prepare to see him even more. The Messi Effect is expanding, and it’s not slowing down. Lionel Messi is a superhero to many, and now it’s official. The Hard Rock just released a Captain Messi superhero toy that is available with their kid’s menu and hotel room service. There’s also a full lineup of Messi-branded merchandise including lunch boxes, backpacks, water bottles, and apparel available at Hard Rock stores.
For fans who want to smell like Messi, he’s launched Messi Eau de Parfum which is distributed by beauty industry company, Sheralven. The fragrance features cardamom, wild cypress, leather, cedar wood, and hints of vanilla, aiming to capture the confidence and strength of the soccer star. This is his latest venture after introducing his energy drink, Más+, and his own production company, 525 Rosario.
If you're into sneakers, Messi and Bad Bunny have joined forces for a limited-edition Adidas collection. This collaboration blends music and sports— two passions that bring fans together worldwide while honoring the unique legacies of both Bad Bunny and Messi.
Fun fact: Bad Bunny references Messi five times in his latest album, and Messi has seven Bad Bunny tracks on his pregame playlist.
The Messi Effect on MLS
Lionel Messi continues to make a huge impact on MLS and has transformed Inter Miami into a top contender as they head into the playoffs. Since Messi joined, league attendance has increased by 14% with stadiums selling out whenever he’s set to play. Despite injuries limiting his appearances, he continues to draw massive crowds. Beyond ticket sales, Messi has boosted the league’s sponsorship deals by 13% this year. His presence helped secure 18 new sponsorships this season, cementing his status as the biggest star in the league.
MLS was already a powerful league in the Americas and known for attracting stars, but Messi’s arrival last summer has taken it to new heights. As the most popular athlete in the US, Messi is a magnet for many sectors including marketing, fashion, entertainment and, of course, his fans.