Atlanta – For more than two decades, one principle has guided international football: having Lionel Messi on your team significantly boosts your prospects. With his extraordinary skills and a staggering 500 million Instagram followers, Messi has the power to attract attention and solve many challenges in the sport.
Therefore, it didn’t come as a surprise that FIFA focused on Messi to generate excitement for the 2025 Club World Cup. Last October, FIFA declared that Messi’s club, InterMiami, would participate in its first Club World Cup match, despite not meeting traditional qualification criteria. The motivation behind this decision is clear and somewhat ironic, especially considering the impressive turnout of over 60,000 at their debut match.
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A real gauge of Messi’s allure occurred five days later during a rainy Thursday in Atlanta. InterMiami faced FC Porto, the favorites in their second group stage match, and managed to secure a notable 2-1 victory in a fiercely contested game that included seven minutes of stoppage time.
Porto struck first, scoring off a penalty against Miami’s Noah Allen. However, they took a 1-0 lead into halftime, managing to contain Miami’s seasoned players.
“In the second half, we need to change, compete, and play our game,” Messi told Dazen in Spanish after the game. “I know we lost today, but we have the tools to improve.”
Just two minutes into the second half, InterMiami’s Terrace Cosegovia equalized with a fantastic assist from Marceloi Gant.
Then, in the 58th minute, Messi showcased his extraordinary talent with a stunning free kick that seemed almost guided, eluding FC Porto’s goalkeeper Claudio Ramos.
These breathtaking moments are what football enthusiasts cherish, and FIFA is well-aware of their significance. Messi’s free kick could become a highlight of the tournament, setting the stage for a more vibrant Club World Cup if it can harness the excitement his goals generate.
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“We all know what he brings,” said InterMiami’s winger Faffer about Messi. “We strive to support him in every way possible. He’s undoubtedly a great leader and player, and we’re lucky to have him on our side.”
“He guides us as a competitor,” InterMiami coach Javier Mascherano added in Spanish post-match. “His relentless desire to keep competing inspires and directs our journey.”
While the crowd on Thursday didn’t reach a sold-out status, Mercedes-Benz Stadium was more filled than during Monday’s sparsely attended Chelsea vs. LAFC match. Factors like steep ticket prices and an afternoon weekday kickoff can deter full stadium attendance.
On the flip side, can Lionel Messi truly draw fans to the Club World Cup? His InterMiami debut sold out, even without his participation, and his impact lit up Atlanta during last year’s Copa America. FIFA reported an attendance of 31,783 on Thursday—almost 10,000 more than the previous game—many wearing Messi’s InterMiami or Argentine jerseys, with the stadium erupting in chants of “Messi!” during the second half.
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This illustrates Messi’s unique appeal. Regardless of the match outcome, he transcends both the sport and national loyalties, something no other player does to the same extent. Knowledge of Messi alone is often enough to engage fans with his team.
Off the field, Messi remains an influential figure in public relations. Two years into his tenure at InterMiami, following a lucrative end-of-career deal, he has become a marketing sensation in the U.S., featuring in Super Bowl commercials and connecting with stars like Patrick Mahomes to introduce football to fans unfamiliar with it.
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This week, it was noted that Messi has propelled InterMiami’s visibility and market value to new heights. The club is now valued at $1.2 billion—almost double its worth before Messi’s 2023 signing. Currently, InterMiami ranks second in MLS club valuations, only behind LAFC, boasting 17.3 million Instagram followers, dwarfing other teams, with the LA Galaxy trailing at 1.5 million.
A pressing question for FIFA now is when the Club World Cup can fully leverage Messi’s immense popularity. As Messi and InterMiami return to Miami for the end of the group stage, they are set to face a tough match against Palmeiras. Advancing could lead them to another match in Atlanta or a trip to Philadelphia, depending on their group standings.
Messi’s influence remains a potent force in American football, but it’s not a cure-all. While his presence seems like a cheat code, there’s no quick fix for building a robust soccer foundation in the United States. With the Club World Cup approaching this year and the World Cup set for 2026, FIFA will require more than just Messi’s talents to create lasting growth. At 37, he can still achieve remarkable feats, but he cannot do everything alone.
**Fan Take:** Messi’s impact on InterMiami and soccer in the U.S. is undeniable, bringing not just fans to the stadiums but also heightened visibility to the sport overall. His presence could potentially usher in a new era for soccer in America, creating enthusiasm and interest that the game desperately needs.
