Lionel Messi, the iconic soccer superstar, has recently concluded what is widely regarded as the best individual season in Major League Soccer (MLS) history. Despite his remarkable achievements, which include winning the Golden Boot and leading the league in assists while missing a quarter of the season, his presence in the league appears to have garnered less excitement than expected.
Messi’s season statistics are jaw-dropping. He not only set new records for non-penalty goals and overall goal contributions but also significantly outperformed his peers. His contribution to the game was measured at twice that of the second-place player, Denis Bouanga, and overshadowed Carlos Vela’s record-setting season in 2019. Despite this, recent discussions around the league suggested that other players like Anders Dreyer from San Diego or Cincinnati’s Evander were being considered for the Most Valuable Player award, indicating a lingering underappreciation of Messi’s talents.
While Messi’s skills and performances are celebrated globally, in the U.S., the reception has been mixed. Although many fans flocked to see him play and captured the thrill of witnessing his talent firsthand, the novelty seems to have waned. MLS needs to contend not only with Messi’s star power but also with a shift in fan engagement. In fact, average attendance at games has declined by about 5.5% year on year, contradicting projections that Messi would catalyze a significant increase in the league’s fanbase by the 2026 World Cup.
The MLS has reported an increase in total viewership for matches, yet this rise might be more due to enhanced streaming deals rather than a direct result of Messi’s influence. Moreover, Google searches still suggest that interest in Messi has not eclipsed that of Cristiano Ronaldo, who currently plays in Saudi Arabia.
While Messi continues to captivate a worldwide audience, the anticipated conversion of that viewership into a robust MLS following has yet to materialize. With the league announcing that playoff games will be free for Apple TV subscribers, it highlights uncertainties surrounding the effectiveness of revenue-sharing models tied to Messi’s contract.
Adding to the scrutiny is the cultural impact of Messi’s move to the U.S. While shows like “Ted Lasso” and “Welcome to Wrexham” have effectively brought soccer into the mainstream, Messi’s narrative lacks the same resonance. The nature of his dominance in MLS is somewhat diminished by perceptions of the league as a “retirement league,” which compromises the thrill of his achievements.
Nonetheless, as the MLS playoffs approach, there remains potential for excitement. American audiences have a strong affinity for tournament formats, and Messi’s magical moments from the early season, including a Leagues Cup win, hinted at what he could still bring to the game. With hopes of a memorable performance at next summer’s World Cup, Messi’s tenure in Miami might yet become a celebrated chapter in his storied career, though it risks being remembered as an underwhelming footnote rather than a transformative era for American soccer.