Inter Miami's Transformative Journey with Lionel Messi
When David Beckham selected Miami as the site for his Major League Soccer team in 2013, few could have anticipated the trajectory that would follow.
After acquiring the U.S. franchise for a discounted £15.6 million as part of a financial arrangement made during his tenure with LA Galaxy, Beckham officially launched the club in 2018, leading to their MLS debut in March 2020.
With the signing of Lionel Messi in 2023, Inter Miami stands on the cusp of claiming the league's highest honor as they prepare to face Thomas Muller's Vancouver Whitecaps in the MLS Cup final on Saturday.
A victory would mark a remarkable ascent for 'Project Beckham', generating significant interest in soccer throughout the United States.
Xavi Asensi, the club's chief business officer, praised Beckham's contributions, stating, "Without David Beckham, none of us would be here. Everything became possible. There are few names as globally recognized as David Beckham and Lionel Messi, and they are united here."
Asensi, now 43, joined Inter Miami in April 2021 after a decade with Barcelona, where he served as chief commercial officer and was part of the executive board. He emphasized the club's initial goal: "When we arrived here in 2020-21 with owners Jorge Mas, his brother Jose Mas, and David Beckham at the helm, our primary objective was to succeed on the field. I believe Lionel Messi is the greatest of all time, both subjectively and objectively. Therefore, having the best player possible on our roster is a no-brainer."
Asensi continued, "This has been our aim from the very beginning—not just to attract high-profile players but to assemble the best team possible, one that we can take pride in and that wins games."
On June 7, 2023, after weeks of speculation, Inter Miami announced Messi's signing, completing a five-year pursuit. The Argentine superstar opted for the challenge of Miami and MLS after a successful stint at Paris Saint-Germain, where he won two Ligue 1 titles and a Super Cup.
Beckham was in Japan when the deal was finalized and woke up to a barrage of notifications. Although his wife Victoria suggested he turn off his phone, he checked it and was overwhelmed with emotion upon learning the news.
Asensi recalled, "Overnight, we transformed from an MLS club into one that was recognized worldwide. Every media outlet was discussing it—truly remarkable. From Fiji to Anchorage, Patagonia to Mongolia, Inter Miami entered the global arena."
In Miami, Messi reunited with former Barcelona teammates Jordi Alba, Sergio Busquets, and later Luis Suarez, as well as coach Gerardo Martino, who had previously managed him at both Barcelona and the Argentine national team. Messi later extended his contract with Inter Miami until December 2028, reportedly earning between £37 million and £45 million, with additional income from Adidas and Apple through merchandise sales and MLS Season Pass subscriptions.
Asensi pointed out, "We’re talking about the world's number one sport, and the U.S. is the world’s leading economy. It’s the largest market and the king of sports entertainment. It’s somewhat surprising that its professional league in the world’s biggest sport isn’t at that level, nor is the national team competing on the global stage."
The arrival of Messi elevated MLS into the global football conversation, with Inter Miami games selling out almost instantly. The club's social media following surged from approximately two million to 50 million. Average attendance in MLS increased by around 20% following Messi's debut, and global streaming numbers doubled during his first ten matches.
Moreover, the league shifted from being a minor curiosity to a staple in daily sports news, as Americans began to take soccer seriously. In a dynamic pricing model, ticket prices skyrocketed from around £40 pre-Messi to between £150 and £200 for games featuring Miami. Teams hosting Inter Miami were compelled to change venues to accommodate demand.
For instance, on April 19, Columbus Crew moved their home match against Inter Miami from Lower.com Field in Columbus (capacity 20,371) to Huntington Bank Field in Cleveland (capacity 60,614), home of the NFL's Cleveland Browns, located 150 miles north. The event sold out, setting a single-game record for a Crew home match and marking the largest non-NFL event in the venue's history.
Annual club revenue soared from £41 million in 2022 to £160 million in 2024, with the 'Messi effect' driving the league to a record attendance of over 11.4 million fans in the 2023-24 season. Messi's debut also contributed to 300,000 new MLS Season Pass subscribers on Apple TV, effectively doubling its subscriber base. His number 10 jersey became the league's top seller, and merchandise sales increased by 41%. The influence extended to other clubs, which collectively saw an additional £63 million in ticket sales by hosting Inter Miami. Furthermore, average ticket prices surged by 1,700%, with gate receipts reaching £198 million.
Asensi noted, "Leo is going to be irreplaceable. There will be no one who can fill those shoes. We are working to build a legacy that attracts other talented players to join us." The club is also implementing initiatives to nurture emerging talent, such as the Dreams Cup—an initiative aimed at supporting youth football through the Inter Miami foundation.
Inter Miami has become a hotspot for celebrities and sporting icons, solidifying its status as both a cultural and sporting brand. The club has become a gathering place for luminaries from various fields, with figures like Will Smith, Floyd Mayweather, Tom Brady, and Aryna Sabalenka crossing paths with Lionel Richie, LeBron James, Kim Kardashian, and Eva Longoria, among others.
Beckham recognized the importance of Miami's vibrant pink aesthetic, which is reflected in its Art Deco architecture, neon signs, and coastal landscapes. Despite initial resistance, he championed the idea of making pink the club's defining color and ultimately prevailed. This bold branding has rendered the club instantly recognizable.
As of last week, Inter Miami had already secured two titles—the 2023 Leagues Cup and the 2024 Supporters' Shield—transforming from last place to champions in just one year. The team's most significant achievement to date was a commanding 5-1 victory over New York City in the Eastern Conference play-off final last Saturday, setting the stage for this weekend's upcoming match.