The challenges of the American Football League after the advent of the “tsunami” Messi

(CNN in Spanish) — It only took 35 days, since Lionel Messi’s arrival in Major League Soccer was confirmed, for an illusion to turn into a resounding success for his team.

Inter Miami won the League Cup – the tournament in which league teams from the United States and Canada compete, as well as other teams from Mexico – and thus created a goal that would shake the foundations of Major League Soccer. Tickets were sold out in just minutes to watch each of La Pulga’s matches, the increase in subscription to watch MLS matches, especially Messi’s matches, and the madness of stars such as basketball player LeBron James, or tennis player Serena Williams, who went to see the man from Rosario in his debut against Cruz Azul in a Heron jersey.

And as if that weren’t enough, Messi and Inter Miami advanced to the US Open Cup final after defeating FC Cincinnati on penalties after 3-3 in 120 minutes.

Gerardo Molina, a sports marketing expert, says Messi’s decision to choose to end his exceptional football career in Major League Soccer changes the image of soccer in the United States.

“(This league) is no longer for footballers to retire, it’s a very competitive league,” he says.

“Never before have I seen an athlete, not even a footballer, generate the scale of popularity, fame and prestige that Messi has around the planet,” says Molina, who has analyzed the football ecosystem for more than 25 years.

Molina also emphasizes Messi’s familial side, arguing that he “humanises brands” and was one of the other factors that made the Rosario star someone worthy of distinction outside of football, due to his professional and family behaviour.

Guillermo Tofone, president of World Eleven, a company authorized by FIFA to organize international friendlies, considers Messi to be a kind of Mickey Mouse.

“Everyone wants it, kids and adults alike, and it’s happening all over the world,” he asserts.

The hype is driving changes in the American football paradigm, Tovone says.

Messi in the American League: a blow to the table that still needs changes

Founded in 1993 and in the competition since 1996, Tovone points out that he had his chance with the 1994 World Cup in the United States, which “didn’t bring the boom” that many expected for football. He now indicates that new challenges require taking advantage of these favorable winds to put this league on the largest stage of international football.

The expert considers contracts to be an essential thing and refers to his view of the English Premier League, explaining that the English control the quality of football players who arrive, not the salary cap. For Tovone, regulation of football salary caps is holding back the possibility of more stars coming in. In this sense, he suggests imitating the Premier League, where the quality of the football players they hire is the filter that the Premier League uses. That, Tovone says, ensured football would move up the hierarchy just as it is today with the English Premier League.

For this reason, he adds, he maintains that “they must imitate the system of their forefathers, the English, the creators of this sport and with whom they have a very strong trade”.

For the boss of World Eleven, this mod will allow players at Champions League level to access MLS, allowing him to grow in competitiveness.

Despite this barrage of Messi, Gerardo Molina, a specialist in sports marketing, says that the American League “must not be underestimated”, because it already ranks ninth in the list of the most valuable in the world, according to information published by the specialized Transfermarket website.

“The size of the franchise, the number and quality of players, the competitiveness, the number of sponsors, the growth of attendance in the stadiums, and now we add the expansion that Major League Soccer has with broadcast operations in the United States and internationally,” are the elements through which the league is positioned in the market says Molina, author of books on connecting sponsorship companies, footballers and clubs.

Player quality, fan loyalty and infrastructure

Molina stresses that the players and the influence they achieve on and off the field will be the pivotal elements in positioning the league.

Tofoni adds that Messi’s presence is “the perfect excuse” to address another essential aspect: the loyalty of the fans. He gives an example of what is happening in Argentina: “If you are from River, you are from River; if you are from Boca, you are from Boca.” He adds that if you change clubs all the time, you won’t be given an ID, which is “not positive”. And he concludes that it is now the turn for Inter Miami to imitate that, as their fans sympathize with the team.

When the league becomes competitive, it shows, for example, in the brilliance that the national team acquires. And Tuffoni stresses that this does not happen with the US national team. In his view, for that to happen, Major League Soccer clubs must work hard at core strength, which many of the strongest nations in soccer do.

Tofone maintains that franchises must be liberalized to allow access to more quality footballers. Just as important, Tovone asserts, is allowing each club or franchise to have its own players in the children’s and youth categories. This allowed him to have his own group of players, which – at the discretion of the entrepreneur – would lead to the ability to put together a stronger and more competitive national team.

In this sense, the businessman indicated that the English CEO would definitely “order” the Major League Soccer in these aspects, or, for example, that the league have a minimum salary to ensure that “players of a low technical level are not hired.” “, notice.

The two specialists point out that the infrastructure of the stadiums is good, but it is often necessary to expand its capacity, noting that the popularity of football is increasing there.

Messi and 3 major tournaments, an opportunity for growth

The United States will host the 2024 Copa America – organized by CONMEBOL – and the Club World Cup – organized by FIFA with the participation of 32 teams – and in 2026, world soccer’s governing body will hold the World Cup in Canada, the United States and Mexico. With this horizon, Major League Soccer has no choice but to grow, both experts assert.