Messi transforms Major League Soccer with his presence

In 2025, Major League Soccer (MLS) continues to adapt and grow in the U.S. as it experiences a surge in popularity, fueled by the presence of global soccer icon Lionel Messi. Since Messi joined Inter Miami from Barcelona, he has significantly elevated the league's profile, not only attracting fans but also increasing sponsorship revenues, which have risen double digits compared to 2024. The sport's growing cultural relevance is bolstered by the upcoming 2026 World Cup, further stimulating interest in soccer across the nation. Events like high-attendance games and lucrative sponsorship deals demonstrate the increasing visibility of MLS in the U.S. sports landscape. The impact of Messi's participation in the league cannot be overstated. His arrival has led to a significant increase in marketability for teams and for MLS as a whole, making the league a focal point for advertisers and marketers alike. For instance, in 2023, partnerships with major brands like Michelob Ultra and Adidas indicate a broader acceptance and investment in soccer's potential in the American market. The celebrations around Messi's performances draw in new fans, showcasing his talent while motivating brands to leverage this popularity through sponsorships and advertisements during prominent games. However, while the league enjoys growth, it also faces challenges. Without a strong rivalry similar to the one Messi had at Barcelona against Cristiano Ronaldo, the excitement in MLS games can feel diminished. Teams in the Eastern Conference, such as Columbus Crew and Philadelphia Union, are performing well this season, but there is a consensus that a prominent adversary for Messi would enhance the league's competitive spirit. The absence of such a rival makes it harder to create dramatic narratives reminiscent of Messi's years at Barcelona, where the clash with Real Madrid defined a major part of his career. The seasons ahead are crucial for both Messi and MLS. The league appears to be at a pivotal point in its evolution, as it combines the excitement of global stars with the grassroots enthusiasm for soccer in the U.S. Messi's ongoing influence, paired with the expected spike in soccer interest due to the World Cup, could solidify MLS's place in American sports culture for years to come. As discussions about Messi's potential contract extension circulate, the league is keen to capitalize on the golden era that is unfolding, ensuring it maintains the momentum that has been so beneficial since Messi's entry into the league.