There will come a time, perhaps in the next two years as planned, when Inter Miami will move into its beautiful new soccer stadium at Miami Freedom Park near Miami International Airport. Until then, Fort Lauderdale civic officials want the world to know their city is the current home of Lionel Messi – not Miami. What good is having a living legend in your community if you can’t use his presence to promote your city?
To some, it might seem like splitting hairs when describing whether Messi belongs to Fort Lauderdale more than Miami. But the distinction can lead to serious economic advantages for those looking to cash in on the arrival of the world’s greatest soccer player. Millions of dollars are at stake.
Fort Lauderdale Mayor Dean J. Trantalis wasted no time posting a message on Instagram welcoming Messi “to your new home” while standing in front of DRV PNK Stadium, located in Fort Lauderdale, and wearing the team’s pink jersey. Fair enough. But the post quickly became an advertisement promoting everything good about Fort Lauderdale, including local beaches, Riverwalk, water taxi tours, dinner on the Intracoastal, shopping, shows, parks and world-class hotels.
(George Willis for Biscayne Times)
A giant flag held aloft by a sellout crowd shows love for Lionel Messi at his debut match for Inter Miami.
“There is so much to do here. We know you’re going to love it,” the mayor says holding a soccer ball. “This is the city you’re never going to want to leave.”
Trantalis sounds like he’s speaking to Messi, but his message is clearly aimed at potential tourists, reminding them that their destination should be FortLauderdale, where the stadium is located and closer to where Messi has an apartment in Sunny Isles. He has also been spotted at a residence in Sea Ranch Lakes in Broward County.
Everyone wants to claim Messi as their own and reap the rewards of having their town validated as a great place to live and play by the FIFA World Cup champion.
“It’s a great opportunity for South Florida to showcase itself to the world what an international location it is and how it attracts talent from all different aspects,” South Florida resident Robert Lenz told the Biscayne Times. “It’s a great place to live. It’s a great place to do business and it’s a great place for sporting events – from the Grand Prix to the Miami Open to the Dolphins to the Heat to the greatest soccer player in the world playing 20 minutes from where we live.”
(George Willis for Biscayne Times)
Local fans celebrated Lionel Messi’s arrival in South Florida last month.
South Florida went through something similar when LeBron James left the Cleveland Cavaliers and took his talents to Miami in 2010. New restaurants opened up downtown near the arena, while existing ones enjoyed a healthy economic boost. And Miami became the center of the NBA universe for four years.
Signing Messi was an even bigger feat, especially for South Florida. Certainly, the Latin community is basking in his arrival, but so are soccer fans of all races and nationalities, which was evident by those in attendance for his debut game July 21, 2023.
“A lot of people have already asked me if I want to get rid of my seats,” said Steve Wiley, a season ticket holder for Inter Miami games since the team formed in 2018. “If I can’t make it, they want me to let them know. I wouldn’t even call these people big soccer fans. But they know I have season tickets, and they want to come check it out to see what it’s about.”
It’s like nothing ever witnessed before. Pele came to the United States in the 1970s and introduced soccer to the nation. David Beckham, now co-owner of Inter Miami, arrived from England in 2007 to make the sport cool in America. But Messi is bringing Fortune 500 companies into the sport, along with his 479 million Instagram followers.
(Courtesy of Inter Miami)
Lionel Messi battles for space against Cruz Azul July 21, 2023.
While his contract, which runs through the 2025 season, is worth up to $70 million annually, he’ll make millions for those associated with his arrival. Major League Soccer will benefit from increased attendance and eventually an increase in expansion fees. Apple TV can validate spending $2.5 billion for the broadcast rights to MLS games and Inter Miami expects club revenues to double.
“Next year when they do season tickets, I expect an increase,” said Wiley, whose current package averages $53 a ticket per game. “I just hope it’s not double what I pay now.”
Everything from Messi jerseys to Messi burgers is generating income. La Birra Bar, an Argentine burger joint in North Miami, has created the “Messy” burger, made of 100% Argentinian meat and cheese in honor of its hero.
(George Willis for Biscayne Times)
Fans lined up to buy Lionel Messi apparel.
“La Birra Bar was born in 2001 in Buenos Aires,” co-owner and manager Emmanuel Arballo Irrazabal said. “Messi is the best player in the world and gave us so much happiness. This is our little tribute.”
Messi mania will only spread. Before a sold-out crowd and millions watching around the world, Messi showed his brilliance during his magical debut when he executed a perfectly placed free kick to score the game-winner in a Leagues Cup match against Cruz Azul. The goal came with only seconds remaining on the clock and it sent the crowd into hysterics. It was an “I was there” moment that won’t be forgotten.
The arrival of the seven-time Ballon d’Or winner comes amid soccer’s rising popularity in the U.S. – the game is about to explode.
Inter Miami is reportedly talking with Hard Rock Stadium officials about holding games there to accommodate more than the 22,000 fans that can fit into DRV PNK Stadium.
Interest in the sport also will increase with the 48th Copa America tournament, slated for the U.S. next year, and the FIFA World Cup, to be played here in 2026. Sites have yet to be determined.
At this rate, Messi mania may never end.
“I think we are in the presence of a living legend, and all the people who want to be part of that story and say I saw Messi play will come to Miami,” Irrazabal said.