The MLS & Messi: A Match Made in Heaven

The Break is Over

The sun rose today to cast its rays on Lionel Messi.  Messi returns to the pitch against Angers in Ligue 1 play for the first time since he reminded the world what greatness is.  For the special occasion, I wanted to explore a scenario that could cause a global shift in the sporting world.  What if Messi came to the United States to play in Major League Soccer?  Leading up to the 2024 Copa America *rumored* and 2026 World Cup when footballing world convenes in North America to play soccer.

Personally, as a Messi disciple, I want the alien to stay in Europe.  Specifically, remaining at Paris Saint-Germain where he can allow Neymar and Mbappe to carry the brunt of the attacking workload.  A sportsman of Messi's caliber, has to compete in Champions League football for as long as possible.  The "Little Dictator", who has conquered more of Europe than Napoleon himself.  Crossing the English Channel for a mid-week ransack of the Emirates.  Captivating the world and making all those who cross his presence, bow to the divine left footed magician.

But enough hyperbole.  The future of soccer in the United States is at stake.  With the United States Soccer Federation continuing to be nothing more than a reality show, run by a gang of corrupt frauds clinging onto the "success" of a Round of 16 exit in 1994.  The same fate that the "golden generation" achieved at the 2022 World Cup in Qatar.  After all, any revolution of the federation directly threatens their supremacy over the sport in America.  It's time for Major League Soccer to take decisive action, and make it clear that the future of soccer in America is their responsibility.

The First Act

In 2007, the MLS completed the shock transfer of English and Real Madrid star David Beckham (31).  The level of intrigue surrounding the move catapulted Major League Soccer to the national stage in the United States.  Aidan Reynolds’s 2012 Bleacher Report article  argues that Beckham is the MLS’ most important player ever, and it’s hard to disagree.

Joseph Pompalino’s brilliant deep dive into Beckham’s bombshell transition to LA Galaxy on his substack, points out that Beckham was instrumental in both fan and revenue growth.  The MLS' first TV deal signed in 2006 for $8 million/year has ballooned to a $2.5 billion 10 year agreement with Apple.  Furthermore, MLS attendance has grown from an average 15,000 at Beckham’s arrival to 21,000 during the 2021 season,  a 40% increase while adding a staggering sixteen new clubs.  Beckham’s cultural relevance, thanks to his marriage with Victoria from the Spice Girls, handsome looks, and as a native English speaker was a match made in heaven to lay the fertile soil that has allowed the MLS to grow steadily.  Piquing the interest of a nation, but struggling to captivate its audience.

The initial transfer to LA Galaxy opened the door for other prominent professional players, the likes of Chiellini, Bale, and Zlatan move to the MLS once their time at the European competitive level was over.  However, this has caused the MLS to develop a reputation as a retirement league.  The league gets a big name, sells a few shirts, and then they retire.  Rinse and repeat.  Decisions that make you wonder if ownership are more focused on developing the quality of the league, or just elevating their own pocketbooks.  And it’s an interesting dilemma for the MLS to be in. How do you continue to increase interest, while maintaining a competitive and respected reputation not just in the US, but globally?

The Plan?

Sign Messi.

Lionel Messi’s contract with PSG comes to an end in the summer of 2023.  The European 2023 winter transfer window is open, meaning clubs and Messi are now free to negotiate potential future partnerships with each other. Rumors of PSG and Messi closing in on a contract extension, tying him to the Parisian club until the conclusion of the 2024 season; there is no time to waste.  The MLS will never have a better opportunity to take the level of their competition to a global scale.  I am not a disillusioned soccer zealot, I understand that the NFL is king here, and the roots that the NBA has grown across the country are rapidly expanding.  However, all of the top 5 leagues have been feverishly attempting to make their respected sports more accessible and popular across the world.  The NBA has been setting up basketball development pipelines from West Africa to East Asia.  This regular season, the NFL brought American football to Munich that was met with a Bundesliga-esque fan atmosphere.  An electric sight to witness. This is where the MLS has an ability to obliterate their domestic competition.  

The 2022 Qatar World Cup highlighted the magnitude of pull that Messi has.  In the world’s most watched competition, where fans route for their country, the world was rooting for Argentina.  Why?  Messi.  It’s that simple.  The scenes following the competition's most epic finale, celebrations were held in Bangladesh, India, Italy, China with the largest being in Argentina of course.  Here are just some of the celebrations of the player's Magnum Opus.

The world watches Messi the way Americans watch the Super Bowl.  If it happens, Messi’s first match in the MLS will be the most watched sporting event in the world that day.  The increase in eyes, will ultimately lead to an increase in sponsorships.  Adidas’s premier athlete playing in their league.  The executives from every major corporation will be calling the MLS throwing out ridiculous numbers.  The networks will come calling.  The increase and publicity, ad revenue, and TV deals will pay for the incomprehensible cost to bring Messi seem like a drop in the bucket.  

You’re probably thinking to yourself that Messi, who will be 36 this summer, will just continue to perpetuate that stigma of the MLS being a retirement league.  That’s true, and unfortunately for the game, Messi will probably only play for 2-4 more years.  However, there is another aspect that makes this deal even more important.  Not only is Messi the greatest player the game has seen, he still is at 35 years old.  Like a Kentucky Bourbon barrel, he is aging exceptionally well.

Like anything in life, success is often defined by the accolades that accompany a body of work.  Let's take a look at The CW, yes the television network.  As someone who loves terrible acting, cheap set design, and teen dramas; I live off The CW.  Smallville, The 100, and the Arrowverse captivate my imagination.  However, as much as I love them, I know they will never win, or even be nominated for awards like the Golden Globes Watched by many others, and disregarded by most viewers.  Why?  It doesn't have the quality that HBO and Netflix have, for example.  People don't want to feel like they are wasting their time, and The CW does not offer an objectively superior product.  Which is where the MLS is.

My point being that the MLS is, in my opinion, an inferior product currently.  With some exciting moments, like Gareth Bale’s heroic in the 2022 MLS Cup final, I just can’t bring myself to be enthralled by what I observe.  If you have the time on a random Tuesday night, sure I may tune into a DC United match, but I am not circling all of their contests on my calendar when the schedules are released.  I am going to attempt for the 5th+ time when the campaign starts in February.  Some flash, but no substance. 

Some people may prefer a sloppier game without the rhythm that the best teams provide.  I'm sure there are people that enjoyed the Liverpool-Tottenham UCL final in 2019.  Personally, I grew up admiring Pep's Barcelona, which has certainly spoiled my view of what soccer should look like and how it should be played.  However, to their credit, the MLS has started to add some great young talent to help increase the level of play.  This was proven in the most recent World Cup.  Thiago Almada, of Atlanta United, became the first active MLS player to win the World Cup.  A total of 36 players represented their respective countries on the global stage.  Up from 21 at the 2014 Brazil World Cup.  Substantial growth.  What is preventing more talent from coming, and how can this be alleviated?

Past Present Future

Messi became the first player in history to win the Golden Ball (MVP) at multiple World Cups.  Fast forward to Monday 16th, October 2023, at the Théâtre du Châtelet in Paris, France, Messi will win his eight Ballon D’Or awarded by France Football.  Restoring the crown of the world's best player to its rightful heir.  Surpassing his own unimaginable heights.  Adding to his hobby of collecting trophies.

The reason that Barcelona and Real Madrid are the two biggest clubs in the world, are because they have the best players.  And people watch the stars, just look at the NBA and listen to Charles Barkley complain about having to watch the Lakers over and over again.  But why do the Spanish giants get the best players?  Because players know that it is the best chance to win the Ballon D’Or.  Since 2009, the trophy for the world's best player has only been won by a player who has played at either club.  Thirteen straight years.  Dating back to 1999, a Culer or Madridista has won it a staggering eighteen times.  Europe is the dream destination for players and Spain is the dream destination for the stars.  

That can change with the signing of Lionel Messi.  Young talents, struggling to get playing time in Europe, can develop and gain the recognition warranted to play in the most prestigious competition thanks to Thiago Almada.  Wonderkids from South America can develop and live in America.  Real Madrid, Manchester City, Barcelona, PSG, Chelsea, Bayern Munich and so many more historic and established clubs coming to America to scout the future of football.  That's how it starts.

The first example of European-quality migrating to the MLS may already be underway with LA Galaxy's Riqui Puig.  The La Masia graduate and Barcelona expat made a surprising decision to move to LA Galaxy at the age of 23.  Unable to breakthrough the competitive midfield at Barcelona, he looked elsewhere for playing time.  Personally, I think he is everything a footballer should be.  Attack, always attack.  As soon as he gets the ball, he is looking to progress the ball.  Earning him the reputation as a player with careless decision making.  Is he perfect?  No. But he plays football the way La Masia teaches it, and I love to watch it. Similar to Martin Ødegaard of Arsenal.  The phenom, unable to break into the Madrid midfield that included Kroos, Casemiro, and Modric; arguably the best midfield of the last ~8 years.  Nothing to be ashamed of.  He wisely, decided to branch out and flourished where he is now, leading Arsenal to the top of the Premier League.  Is Puig as talented as Ødegaard?  No, but Riqui would surely be a massive upgrade for a struggling club like Chelsea.  

The thought behind the Puig transfer is for him to progress for ~2 years in the MLS, without the pressure and spotlight Barcelona, and return to the heights of European competition.  But what if the 23 year old thinks to himself, LA is fucking awesome.  Why would I want to play in London or Turin when I can have (poor timing) consistent 75 degrees and sunny weather along with the other allures to a young handsome professional athlete that LA has to offer.  Over time, maybe the level of play and respect could rival that of some European competitions.  But surely no world-class player, in their prime, would forgo the chance at being considered the best.  

What if Messi, representing a team like Beckham's Inter Miami, as a current MLS player lifted that trophy.  The world’s best player was not playing in Europe's most prestigious leagues, but in Major League Soccer.  The scenes when the world of football hands over the most prestigious individual trophy to someone who plays soccer.  Leo sets sail across the pond, the MLS send their own player to France to bring the Ballon D'Or back to America.  A heist.  A dire warning to Europe that they no longer possess the games most prized individual jewel.  As the saying goes, when France coughs, Europe catches a cold.  A moment that could signify the potential power shift that the future may hold.  Playing in the MLS can no longer be used as an insult.  Instead, it can become a dream destination.  

The bottom line is that the MLS has to do this.  If they miss this opportunity, the league will never be able to break into the “Big 5” leagues in the United States which is ultimately their goal.  Write Messi a blank check.  Beckham earned ~$500 million and was given an expansion team, Inter Miami, as part of his agreement.  Give Messi a team NOW and hand him a lifetime contract.  Ronaldo just signed a $200+ million per year deal with Saudi club Al Nassr, double it.  Make an offer so ridiculous that he signs it immediately.  No negotiations.  An offer so ridiculous that every front page and talk show in America is talking about the MLS.  It was estimated that Beckham's move sold 250,000 shirts before his presentation.  In comparison, at a club with global superstars of Neymar and Mbappe, Messi's addition caused a ~40% increase in shirt sales.  The Lionel devotee's will repay the initial cost back multiple times over.  Leo is not just the next player to come to North America from Europe, he is the sport.  The fate of the League's success is directly tied to Messi's involvement. 

The opportunity to have Messi and the MLS take part in a summer/season long victory tour across the US, parading the World Cup trophy from coast-to-coast.   Followed by marching the Ballon D’Or into each stadium.  All leading up to the 2024 Copa America and the World Cup in 2026 hosted by a federation, USSF, desperate to seek relevancy in the sport.  Messi playing in the domestic league leading up to Argentina’s championship defense of both competitions.  It’s a Ménage a Trois made in heaven for Messi, MLS, and USSF.  

Lionel Messi, solidifying his reign as the Little Dictator by taking over a franchise and plotting his conquest of North America.  The MLS achieves exponential growth and respect, not domestically, but globally.  The USSF gets an immeasurable boost in support leading up to being the host for two of the most celebrated sporting competitions outside of the Summer Olympic Games.  The end goal of fostering a United atmosphere of 300 million plus turning their attention to the pitch instead of the field.  A collective feeling that consumes all.

The world will be watching soccer and not football, let's make it count.