The 'Messi Universe' in Miami, a "before and after": the millionaire Leo-Inter-Adidas-Apple team that rules South Florida and the MLS

The face of Leo Messi dressed in Inter's pink appears imposing on the facade of number 148 28th Street in Miami , in the cultural and modern district of Wynmood , full of murals made by some of the best street artists in the world who could not help but immortalize the city's new icon on one of its walls. The colors reflect the ' Messi Universe ' built in South Florida since the summer of 2023 , with a contract not as monstrously net as Cristiano's 200 million in Arabia but with enough edges to boost his fortune, the level of Inter Miami , which debuts today in the Club World Cup , and Major League Soccer , in the United States' constant search to enter the world football game.

"Leo's arrival has been a turning point for Inter Miami and for soccer in the United States," explains the Florida club, where everything has changed since Messi's signing. Founded in 2018, the franchise has gone from being bottom of the league to winning two titles, and most importantly, has undergone a tremendous evolution both financially and with fans.

The presence of David Beckham as one of the club's owners, a result of his 2007 contract with the Los Angeles Galaxy , which allowed him a discount on ownership of a new franchise, gave Inter an extra market value from the start. The union of such a high-profile star with the city of Miami placed the team at a value of $600 million , but far behind the Miami Dolphins and Miami Heat, the city's sporting hubs, and the major MLS clubs.

Messi's signing changed that. In just two years, Inter Miami has gone from being worth $600 million, according to Forbes, to $1.2 billion . In US soccer, only the Los Angeles FC franchise is worth more. The Dolphins and Heat still dominate the city, but the ball is moving thanks to Messi, who fills stadiums across North America.

" A Messi jersey is sold every twelve seconds around the world," one of the managers of the Inter Miami store tells this newspaper. "Before Messi, hardly anyone came here to see the games. They used to give away tickets, and now they cost more than $300 ," says Pablo Marino , a Telemundo journalist. "It's similar to the phenomenon that happened with Beckham , but Messi is more than Beckham, and the impact is much greater," he adds. "Everything has multiplied by five," insists Óscar Posedente, an Argentine journalist.

New stadium, new contract...

Chase Stadium , with a capacity for 21,000 spectators, is packed every weekend despite being in Fort Lauderdale , a county north of Miami, and in 2026 the club wants to open Freedom Park , its new stadium for 25,000 people and located close to downtown Miami. And there, inaugurating it, they want Messi. The Argentine's contract ends at the end of 2025 but the parties are working on an extension, also to promote the 2026 World Cup . Everything falls into place thanks to the four-way agreement between Messi, the club, Apple and Adidas .

Messi takes a portion of the revenue generated by new subscribers to the MLS streaming service , whose television rights are owned by Apple under a 10-year, $2.5 billion deal. And Apple is one of the sponsors of Inter Miami's jersey, created by Adidas , the brand that has dressed Messi for over a decade and is the official brand of MLS. Additionally, one of Inter's latest sponsors is the Más+ by Messi drink. As I said, everything fits into football beyond the player's salary.

Inter, for its part, continues to grow. It has gone from one million followers on social media to 18, is making its debut at the World Cup despite not having won the title, and has acquired players like Suárez, Busquets, and Alba who might not be here without Messi. Messi won't have the option of creating his own franchise, like Beckham, but when he retires, he will be able to take a stake in the club's management.