This is an excellent, well-written article. I remember when David Beckham signed with the LA Galaxy, which introduced the DP rule. His signing was a definite turning point for MLS. This not only gave the LA Galaxy but also other teams the confidence to spend the money to bring stars in and get something in return. Let's remember, earlier in that decade, two teams contracted from MLS because they could not survive. Now, one could argue whether they are taking full advantage of having Lionel Messi in the league. What seemed like a good deal with Apple TV could actually be hindering even more growth in the U.S. This is probably why the Apple TV deal has been shortened, because both parties are not getting what they thought they would get out of it. Hopefully, MLS capitalizes on Messi being here by growing the salary gap by a substantial amount to bring even more stars here.
Thanks for sharing this insightful note! I agree that there's a lot to be done, and I'm not sure MLS is thinking much beyond Messi and bringing in big stars. You probably know more about this than I do, but long-term development is a real struggle for many youth academies and training facilities due to high costs and the need for innovation.
I kind of foresee something similar to what happened with the German national team. They worked extensively on their youth development during the 2000s, and it paid off with the 2014 World Cup. But after that, it seems like the plan dropped off. My take is that relying only on superstars and already-developed young players might be a smart move for revenue, but not for long-term sports development.
True! At the time, it felt like a massive event that eventually underperformed on the pitch. But in hindsight, it was a foundational shift for the league’s commercial logic. Thanks for the support!
I love this breakdown, Carla. "Beckham built the house, Messi filled it with gold" is the perfect framing. I'm curious: Do you think the next tectonic shift comes from club-owned media, or something we haven't seen yet?
Thanks for the kind words! It's an interesting question. I believe the next shift will be something truly innovative that could only emerge from a non-football-first nation like the U.S., something capable of attracting a global audience.
It might also be linked to the long-term impact of the retirement of stars like Messi—and his contemporaries—and how the league manages that transition. I’m eager to see what’s next!
In my opinion, MLS failed to consider the Brazilian market. Brazilian teams have signed MLS players in recent seasons, and despite the rivalry with Argentina, Messi is a huge idol for Brazilians of all ages. Inter Miami jerseys are seen among children in schools. However, as a product, MLS remains unknown to the general Brazilian public. The football audience in Brazil is large, with subscription and free-to-air TV channels broadcasting live games from various leagues around the world, in addition to state championships and the Brasileirão (Brazilian Championship). I suggest that Apple, which already broadcasts games in English and Spanish, add a third audio channel in Portuguese.
That’s a great point! I think there are a few factors at play here, though I haven’t fact-checked the specific data yet. First, there may be an assumption that the MLS “style” or product doesn't quite suit the Brazilian audience's tastes. Another major hurdle (which also affects us here in Argentina) is the scheduling. Match times often overlap with the Brasileirão or the Estaduais, and some games start as late as 11 PM (Argentina time).
There's also the player perception: while “playing for Messi’s team” is a huge draw in Argentina, MLS isn't always seen as a top-tier destination for Brazilians compared to Europe.
However, I completely agree that adding Portuguese audio and investing in better awareness is a low-cost adaptation that could capture one of the world's most passionate football markets.
Great read! The Beckham signing felt like such a huge moment at the time; he was still in his prime, and MLS was nowhere near the level it is now. But what's striking looking back is just how much groundwork that era laid. Without Beckham stabilising the league, there would be no infrastructure for Messi to exploit.
Absolutely! That’s what struck me the most while writing the first post (The Business of Inter Miami). Today, everything seems so taken for granted, which really didn't match my perception of the post-NASL failure and the early days of MLS. Having read and seen a lot about the “Beckham effect,” I felt this comparison was essential to truly understand the scale of what is happening now with Messi.
Enhorabuena por tus 100 y por el excelente análisis Becks-Messi
Muchas gracias por las palabras!
This is an excellent, well-written article. I remember when David Beckham signed with the LA Galaxy, which introduced the DP rule. His signing was a definite turning point for MLS. This not only gave the LA Galaxy but also other teams the confidence to spend the money to bring stars in and get something in return. Let's remember, earlier in that decade, two teams contracted from MLS because they could not survive. Now, one could argue whether they are taking full advantage of having Lionel Messi in the league. What seemed like a good deal with Apple TV could actually be hindering even more growth in the U.S. This is probably why the Apple TV deal has been shortened, because both parties are not getting what they thought they would get out of it. Hopefully, MLS capitalizes on Messi being here by growing the salary gap by a substantial amount to bring even more stars here.
Thanks for sharing this insightful note! I agree that there's a lot to be done, and I'm not sure MLS is thinking much beyond Messi and bringing in big stars. You probably know more about this than I do, but long-term development is a real struggle for many youth academies and training facilities due to high costs and the need for innovation.
I kind of foresee something similar to what happened with the German national team. They worked extensively on their youth development during the 2000s, and it paid off with the 2014 World Cup. But after that, it seems like the plan dropped off. My take is that relying only on superstars and already-developed young players might be a smart move for revenue, but not for long-term sports development.
Really awesome breakdown Carla! Beckham signing was iconic fun to look back on that in this context
True! At the time, it felt like a massive event that eventually underperformed on the pitch. But in hindsight, it was a foundational shift for the league’s commercial logic. Thanks for the support!
I love this breakdown, Carla. "Beckham built the house, Messi filled it with gold" is the perfect framing. I'm curious: Do you think the next tectonic shift comes from club-owned media, or something we haven't seen yet?
Thanks for the kind words! It's an interesting question. I believe the next shift will be something truly innovative that could only emerge from a non-football-first nation like the U.S., something capable of attracting a global audience.
It might also be linked to the long-term impact of the retirement of stars like Messi—and his contemporaries—and how the league manages that transition. I’m eager to see what’s next!
It'll be interesting to witness that.
In my opinion, MLS failed to consider the Brazilian market. Brazilian teams have signed MLS players in recent seasons, and despite the rivalry with Argentina, Messi is a huge idol for Brazilians of all ages. Inter Miami jerseys are seen among children in schools. However, as a product, MLS remains unknown to the general Brazilian public. The football audience in Brazil is large, with subscription and free-to-air TV channels broadcasting live games from various leagues around the world, in addition to state championships and the Brasileirão (Brazilian Championship). I suggest that Apple, which already broadcasts games in English and Spanish, add a third audio channel in Portuguese.
That’s a great point! I think there are a few factors at play here, though I haven’t fact-checked the specific data yet. First, there may be an assumption that the MLS “style” or product doesn't quite suit the Brazilian audience's tastes. Another major hurdle (which also affects us here in Argentina) is the scheduling. Match times often overlap with the Brasileirão or the Estaduais, and some games start as late as 11 PM (Argentina time).
There's also the player perception: while “playing for Messi’s team” is a huge draw in Argentina, MLS isn't always seen as a top-tier destination for Brazilians compared to Europe.
However, I completely agree that adding Portuguese audio and investing in better awareness is a low-cost adaptation that could capture one of the world's most passionate football markets.
Great read! The Beckham signing felt like such a huge moment at the time; he was still in his prime, and MLS was nowhere near the level it is now. But what's striking looking back is just how much groundwork that era laid. Without Beckham stabilising the league, there would be no infrastructure for Messi to exploit.
Absolutely! That’s what struck me the most while writing the first post (The Business of Inter Miami). Today, everything seems so taken for granted, which really didn't match my perception of the post-NASL failure and the early days of MLS. Having read and seen a lot about the “Beckham effect,” I felt this comparison was essential to truly understand the scale of what is happening now with Messi.