Messi’s MLS Jersey Sales Soar as His Business Empire Expands
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Time to read 4 min
Lionel Messi is a name that is known for breaking records in soccer as well as the retail market. He is single-handedly rewriting the playbook for athlete-driven commerce in America. Since joining Inter Miami in July 2023, Messi has transformed Major League Soccer. One of the most visible indicators of that transformation is flying off the shelves: his Inter Miami gear.
Messi’s No. 10 jersey holds the top spot for best-selling Adidas MLS jerseys for the second consecutive year. The demand for Messi jerseys shows no signs of slowing, with fans across the globe eager to wear the pink and black that’s become synonymous with his new chapter in the U.S.
But this is just the beginning. Messi’s impact on American soccer and business is truly a game-changer.
Inter Miami Gear Is A New Fashion Statement
Walk into any stadium, mall, or fan zone in the U.S., and there’s a high chance you’ll see someone in Lionel Messi’s signature gear. What used to be a lesser-known club is now a style icon, thanks to Messi. Whether it’s the full Inter Miami kit or casual apparel, fans are buying in. The look has transcended sports and crossed into streetwear.
This surge in merchandise popularity has gone hand-in-hand with Inter Miami’s rise in global recognition. And let’s be honest, who else but Messi could make pink this powerful?
Messi’s Impact Beyond the Pitch
The Messi effect isn’t limited to ticket sales or jerseys. His arrival has sparked a 17% boost in league-wide sponsorship revenue and a 15% rise in club sponsorships. That’s real money pouring into the league, driven by one man’s presence.
MLS also saw a massive surge in average gross gates for matches involving Messi. That’s triple the ticket revenue just because Messi is in the building. He’s not just a player, he’s a walking, talking economic machine.
And if you're wondering how this all translates to influence, consider this: Messi’s social media channels racked up $52 million in adjusted ad value since March 2023. That’s 2.5 times more than the Kansas City Chiefs generated. Yes, even with a Super Bowl ring.
A Magnet for Sponsors
With over 500 million Instagram followers, Messi ranks just behind Cristiano Ronaldo in follower count, but he’s arguably leading in brand impact. From Adidas and Gatorade to Louis Vuitton and Mastercard, the world's top companies are lined up to work with him.
One of his most interesting recent partnerships is with White Claw’s parent company, Mark Anthony Brands International. Together, they’ve launched a hydration drink called Más+ by Messi . It’s a smart pivot into the beverage space, and while the product is still fresh, expectations are high.
He’s also been spotted at the Super Bowl. He was in a Michelob Ultra commercial, not in the stands. That’s brand integration at its slickest. The same ad even teased the upcoming Copa America tournament, where Messi will once again suit up for Argentina, the defending champs.
And don’t forget the Hard Rock Cafe. Yes, there’s a Messi burger. And yes, fans love it.
Not All Business Ventures Score
Of course, even Messi has missed a few goals in the business world. In 2018, MGO Global signed a licensing deal to roll out Messi apparel, hoping to cash in on the global brand.
Unfortunately, the deal didn’t pan out. Despite having exclusive rights and Messi’s name on the label, MGO Global couldn’t turn a profit. By the end of 2023, losses had ballooned to $7.4 million. They were paying Messi about $1.3 million a year, but the merchandise didn’t catch fire like his jersey sales.
In March, MGO gave up on the license, and by May, Centric Brands had taken it over for $2 million. It's a reminder that even with a global icon attached, not every venture succeeds.
A Brand Built for Longevity
Despite that hiccup, Messi’s business moves continue to gain momentum. His long-standing relationship with Adidas is more powerful than ever, especially with the soaring sales of the Inter Miami uniform. Fans, young and old, are drawn to the Inter Miami jersey, and his brand continues to evolve through smart collaborations and creative campaigns.
From burgers and beverages to luxury campaigns and commercials, Messi has planted himself in the heart of American consumer culture. And with the ever-growing demand for his Adidas kit, it’s clear that fans don’t just want to watch Messi, they want to wear him with love and dedication. Lionel Messi jerseys have become collector’s items, not just because of the name, but because of what he represents: a new era for soccer in the U.S.
The Legacy of No. 10
So what’s next? Messi’s influence will likely grow even stronger in the years ahead. The Copa America tournament this summer will add more fuel to the fire. And with Centric Brands now steering Messi’s apparel line, we might finally see a fashion label that matches his star power.
For now, it’s clear: Messi is changing the face of soccer for good. From pink Inter Miami gear to nationwide sold-out stadiums, he’s turning every step into history. And fans? They’re lining up to be part of it, one jersey at a time.
If you are a fan or collector and want to become a part of Messi’s legacy, get your own kit from The Soccer Factory. We deal with authentic Adidas uniforms and kits, so you can experience exactly what Messi feels on the field. Wear your Messi kit to your next match and replicate the magic your idol shows on the field.
Tune in to our soccer store and get this iconic kit now!