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How Beckham and Messi have together helped MLS evolve into a bigger brand
Beckham's groundbreaking move and long-term vision
When David Beckham signed with LA Galaxy in 2007, it was more than just a high-profile transfer, it was a pivotal moment for MLS. Beckham's arrival gave the league credibility on a global scale and set the precedent for European stars considering the U.S. as a viable career destination. His charisma, global appeal, and unwavering commitment to growing soccer in America laid a solid foundation for future superstars to follow.
Fast forward to his current role as co-owner of Inter Miami, Beckham's vision continues to reshape the landscape of American soccer. By leveraging his influence and long-standing relationships within the footballing world, Beckham helped orchestrate one of the most significant moves in MLS history: bringing Lionel Messi to Inter Miami in 2023.
Messi's Impact: On and off the field
Lionel Messi's arrival at Inter Miami was a game-changer. Coming off his World Cup triumph with Argentina in December 2022, Messi joined MLS at a time when the league was ripe for global attention. His decision to choose Inter Miami over returning to Barcelona or moving to Saudi Arabia gave MLS a credibility boost it had never experienced before.
On the pitch, Messi brought instant quality and excitement, helping Inter Miami become playoff contenders and setting the tone for the club's future. Off the pitch, his influence was nothing short of transformative. Inter Miami's games started drawing global viewership, and ticket prices soared wherever he played.
A jersey revolution and record sales
Messi's presence ignited a surge in MLS merchandise sales, particularly jerseys. For three consecutive years, 2023, 2024, and 2025, Messi topped MLS's jersey sales charts. His kits became a global phenomenon, blending Argentinian national pride with Miami's vibrant pink and black branding. Special edition jerseys, including a 'Miami Vice'-inspired teal and orange kit, broke sales records across MLS platforms.
The jersey success also boosted teammates like Luis Suárez, Sergio Busquets, and even young stars like Benjamín Cremaschi, all of whom featured prominently on MLS's top-selling lists. This surge in merchandise revenue signaled MLS's growing stature as not just a league of footballing quality, but of global marketability.
Shared legacy and cultural influence
What connects Beckham and Messi is not just their fame, but their shared experiences as footballers who balanced global stardom with national expectations. Beckham faced criticism while playing for England, while Messi struggled to earn love from Argentine fans until his late-career triumphs. These shared journeys have helped foster a strong personal bond between the two, which was key in Messi's decision to join MLS.
Together, their presence has created a new blueprint for MLS, a league no longer seen as a retirement destination, but a legitimate stage for world-class talent. From stadium sellouts to social media buzz, training ground visits to jersey launches, Beckham and Messi have given the league both a human face and a historic legacy.
David Beckham and Lionel Messi didn't just play in MLS, they changed it. Beckham's strategic foresight and Messi's unmatched star power have brought the league into a new era, where the world is no longer watching MLS with curiosity, but with genuine admiration. As the league prepares to celebrate its 30th anniversary in 2025, their influence remains at the heart of its evolution.
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