The “Lionel Messi Mania” Effect on Major League Soccer in the United States
It’s undeniable – there’s a Lionel Messi mania sweeping the United States. The fervor surrounding the soccer superstar’s debut in his first full season of Major League Soccer (MLS) is palpable, and the effects are clearly visible in ticket prices. Fans can expect to pay considerably more for tickets throughout the duration of the season, whether they’re attending home or away games.
Surge in Ticket Prices
The heightened demand to watch Lionel Messi in action has dramatically driven up ticket prices. For example, the average ticket price for the inaugural MLS match of the season between Miami and Real Salt Lake is approximately $185 per seat. This is an eye-watering increase of 585% compared to Inter Miami’s first home match last year (where they faced Montreal without Messi) when tickets were roughly $27, according to data from TickPick. Even the cheapest tickets for this year’s home opener are priced at $95 per game. The remainder of Inter Miami’s season will also see high ticket prices, with the most expensive tickets seeing an increase of approximately 70% compared to last year. On average, a seat will cost $167, a considerable jump from last season’s average price of $99.
Impact on the League
According to Brett Goldberg, co-CEO of TickPick, prices are expected to normalize as the season progresses. However, the Messi effect isn’t just limited to Inter Miami. The soccer star’s entry into the MLS has also increased prices for other teams in the league. The average price of a match this season is $164, a whopping 124% increase from the 2023 cost of $73 per seat.
Increased Sales and Popularity
StubHub, another prominent ticketing website, has also experienced a Messi-driven boom. Sales for MLS are up seven-fold compared to the same time last year, with all 29 MLS teams witnessing an increase in sales. This clearly indicates that Messi’s move to MLS is attracting more fans to a league that has traditionally lagged behind others such as MLB and NHL in terms of popularity. In particular, sales for Inter Miami have skyrocketed, being 150 times higher than at the beginning of last season. Consequently, Inter Miami is currently the most requested MLS team, followed by the Los Angeles Galaxy and the New England Revolution.
Global Interest and Merchandise Sales
This year, StubHub has seen ticket buyers from 44 different countries, a significant increase from the nine countries represented at the start of last season. Argentine fans trail only North Americans in buying tickets. Merchandise sales, particularly for Messi’s new shirt, have also been strong. Billy Lalor, director of consumer merchandising at Soccer.com, told CNN that sales “are strong as we continue to see high levels of interest” surrounding Messi. The retailer anticipates that the new kit will be “among our best-selling items for 2024”.
