The Messi Effect and Concacaf
Can La Pulga make a lasting impact on the region?
When the foul was given, the finish to the game was almost inevitable. Anybody who has watched Leo Messi’s career knew that magic was about to happen. Inter Miami’s opening Leagues Cup game last month against Cruz Azul was tied in added time (it was also Messi’s debut in front of a star-studded crowd.) Leo was fouled outside the box and he stepped up to take a free-kick from a distance he has made a habit of looking like a PK. To the surprise of almost nobody, he curled the ball around the wall and into the back of the net…and just like that, the Messi era in Concacaf had begun!
After that game-winning goal against Cruz Azul, many people weren’t surprised but they wondered where he would go from there…after all, Inter Miami had been the worst team in MLS up until that point. Many thought he would just coast, enjoy the ride, and score a few goals along the way. It has been the opposite - on Saturday night, Inter Miami won the Leagues Cup thanks, in part, to a wonder goal from Leo. He finished the tournament with 10 goals in 7 games and was awarded the golden boot and player of the tournament. More than the goals, he has taken a team with no identity or danger in the final third into a goal scoring machine with all the confidence in the world…this is just a small preview into what many call “The Messi Effect”.
Before we go any further, I need to admit something to those reading this post. I am a self-proclaimed and unashamed Messi fanatic. My friends might say it is difficult for me to be objective and unbiased when giving thoughts and opinions that involve him. So I am going to give you further context for the sake of transparency - I think Messi is the greatest player of all time (I consider Messi and Pelé to be 1a and 1b…almost nothing separating the two) and I am happy to have the GOAT debate at any time. I also may or may not have been emotional when he finally led Argentina to World Cup glory (see video below). With that out of the way, let’s continue!
The jury is still out on the long-term impact that Messi will have on MLS (let alone Concacaf). Many think that Messi playing in the region is the solution to all of the issues facing MLS and soccer in the United States. On the opposite end of the spectrum, others think this is just going to be publicity and hype that won’t really make a significant impact outside of inflated ticket prices and a few years of Inter Miami trophies. I would like to lay out the potential impact that Messi can have on Concacaf and why long-term success depends on much more than the greatest of all time being present in the region.
MLS Impact
There are a few major changes that I think will occur during, and as a result of, Messi’s 2 to 3 year tenure in MLS and how those will more widely impact Concacaf:
First and foremost, having the sport’s greatest player in your league brings a lot with it - increased viewership, increased revenue, and increased legitimacy. In just the last month, I have had more conversations about MLS with people in the US and abroad (especially in Latin America) than ever before and I am seeing discussions about the league on platforms that don’t ever discuss it. While some of it is cringey, at least it is happening.
In the same way that David Beckham helped make roster rule changes during his time in MLS, I hope that Messi’s arrival can do the same. While there have been a lot of whispers and conjecture, nothing has officially been discussed. I do think some form of salary cap should remain in the league but the current restrictions (which helped keep the league financially sound) are training wheels that need to come off. For more info on those rules check out Arch Bell’s piece over at ESPN (here).
If the roster rules can loosen, there will be more opportunities to bring in top talent from across the globe. While the league won’t be able to compete with the inflated transfer fees of Saudi Arabia and the Premier League (Chelsea as one example), teams should be have increased ability to compete for top talent. The MLS is already the most diverse league in the world (81 countries represented) and it could become even more far-reaching. In just a month, Messi has shown that he isn’t playing in Miami as a vacation - he wants to compete and win. This also helps fight against the false narrative that the MLS is a retirement league (average age is 26). It is a league full of emerging talent that will only get better!
Back to the revenue piece - beyond increased Apple TV subscriptions and further partnership, more corporate sponsors will be interested in the MLS because of Messi’s involvement. While this has a larger impact on Inter Miami, the league as a whole will benefit in many ways because of it’s single-entity structure. If the league can invest those resources effectively (without passing too many costs along to the fans) the league should grow financially and in popularity.
So how does all of this potential change for MLS help Concacaf more widely? It improves the league that has been a primary training ground, destination, and launching pad for top Concacaf talent. For top players from the US and Canada, MLS is usually where they start and many will make moves to Europe after that. For top players from Central America and the Caribbean, many arrive in the MLS as their destination and it has more recently become a platform for many to make moves to Europe and other leagues.
Some fear that an expanding MLS with more access to players from Europe and South America will take opportunities away for players from other Concacaf nations. While that could happen, I think you will see even more opportunities for young players from Concacaf at the MLS Next Pro level as investment increases and some may even have the chance develop under the tutelage of Messi himself: David Ruiz (Honduras), Benjamin Cremaschi (USA/Argentina), Edison Azcona (Dominican Republic). There has always been a place for top talent from Central America and the Caribbean in MLS and the improvement of the league should create even more opportunities for the region.
Concacaf Champions Cup Growth
By reaching the championship game of the Leagues Cup, Inter Miami had clinched their position in the 2024 Concacaf Champions Cup (formerly Concacaf Champions League). This is the premier club competition in the region and having Messi involved will drive a lot more interest from the average fan. The competition has been expanded to 27 teams and over the next couple of years, we could see Messi face off against Liga MX giants like Club America, Chivas, Rayados, and Tigres along with historical powers from Central America and the Caribbean such as: Saprissa, Alajuelense, Olimpia, Comunicaciones, Motagua, and Defence Force.
The new format paired with Messi for the 2024 edition will be one of the most anticipated editions in this competition’s rich history. This will provide a platform for players across the region to be in front of more international audiences and potentially attract the interest of scouting departments from other parts of the globe. For some potential headlines we could see at this tournament as a result of Messi’s participation, check out this post from
at (click here).Oh and don’t forget that the winner of the 2024 Concacaf Champions Cup will qualify for the expanded 2025 Club World Cup to be held in the United States. This is another huge opportunity for growth and expansion of the game in the region!
Concacaf / CONMEBOL Partnership Ambassador
Earlier in 2023, Concacaf and CONMEBOL (South American confederation) signed a new strategic partnership that includes Concacaf’s participation in the 2024 edition of Copa America (more on that in a bit), CONMEBOL’s participation in the Concacaf W Gold Cup, and a new club competition featuring 2 teams from each confederation (no official details yet). Prior to Messi’s arrival in Miami, this was huge news…but it is even bigger now.
These two confederations need each other and will benefit from further partnership. If the alliance between the two can last long-term and become deeper, it will help challenge the Eurocentricity of the sport and bring more focus and revenue to the sport in the Americas. Who is a better ambassador for this long-term partnership than Leo Messi? The captain of the reigning World Cup champions from CONMEBOL now playing for what is becoming one of the premier teams in Concacaf that is based one of the capitals of Latin American culture. I can’t think of a better fit!
Now I know Messi isn’t known for being a very vocal and active brand ambassador - you can tell he still doesn’t love press conferences or any sort of spotlight. I don’t think he needs to do any of that though. All he needs to do is continue playing the game and support this partnership for it to have the legs it needs. Let’s look at some of the ways this partnership benefits Concacaf:
The new club competition could help create the premier sporting event for club football (outside of the Champions League and Club World Cup). This will start as a final four format likely featuring the winners of Copa Libertadores, Copa Sudamericana, Concacaf Champions Cup, and perhaps Leagues Cup. This will give teams from Concacaf a chance to compete on one of the biggest stages in the sport.
There have also been rumors flying around that Messi and Inter Miami are going to be invited to compete in Copa Libertadores (South America’s most prestigious competition). If this is true, my hope is that other teams from Concacaf will have the same opportunity. This will only improve club football in the region.
I mentioned above how MLS has become a destination and launching pad for many players from Central America and the Caribbean. Further partnership between these confederations could also result in another pipeline for those players to the premier leagues in South America (Brazil’s Serie A and Argentina’s Primera Division). Historically these were some of the best leagues on the planet.
Beyond club development, this is extremely important for the international level on both the men’s and women’s side. Let me get into both of these briefly:
Women’s - historically, the women’s game has been stronger and more supported in Concacaf than in CONMEBOL but things are starting to change. At the World Cup that just concluded, Colombia made a great run to the quarterfinals. The momentum in the women’s game in the Americas is at an all-time high and this partnership has the potential to propel it even further. Let’s hope the investment dollars and true support are there to back it up!
Men’s - many people may ask “why does CONMEBOL need Concacaf?” It’s a fair question. While the answer is multifaceted, primarily the platform and revenue that comes from playing games and having more exposure in the United States is huge. For Concacaf teams, having more regular games and competition against the 10 teams from CONMEBOL will help teams prepare to play against some of the best teams in the world. Until Argentina won the 2022 World Cup, it had been 20 years since a team from the Americas was the champion…this partnership could help ensure that we don’t see another two-decade drought.
Copa América 2024 - Messi’s farewell?
I don’t know if it’s possible to fully articulate the impact that this tournament can have. All 10 teams from CONMEBOL plus 6 teams from Concacaf will compete in next summer’s Copa America held in the United States. Messi will play an integral role in it’s success. Based on everything that Messi has communicated, this will likely be his last major competition with La Albiceleste and that simple fact will draw so much attention to the tournament.
This is a massive opportunity for teams from Concacaf. While we expect to see the USMNT and El Tri participate (view qualification process here), this will mean 4 other Concacaf teams will participate and it could be the same 6 teams that end up representing the region at the 2026 World Cup. For the Concacaf nations, they will have the opportunity to play on this iconic stage and regardless of the result, it will prepare them for the next World Cup. For players on these teams, this platform could provide the exposure they need to make the next jump in their career!
Is this really the Messi Effect?
If you’ve read this far you may still be skeptical about how much of an impact Messi could make or wonder if he truly has that big of a hand in anything I’ve mentioned. That’s partially true, the MLS would likely continue to grow and expand into a better league and loosen roster rules without Messi joining. Concacaf and CONMEBOL announced their partnership before he ever stepped foot in Miami and Copa America 2024 was set to be held in the US with Concacaf participation regardless of Messi. My argument is that he is speeding up the MLS growth and is elevating Copa America 2024, Concacaf Champions Cup, and the Concacaf/CONMEBOL alliance.
Despite my hopes of the potential impact from Messi, the long-term growth and success of MLS and Concacaf is going to require a lot more than his presence in the region these next few years. Don Garber, team owners, and all of MLS need to ensure that they harness the momentum they are experiencing and turn it into lasting growth and development for the entire league. Concacaf and CONMEBOL need to recognize their mutual need for one another and make every effort to create more opportunities for cross-over competitions. Messi’s time in the region has the opportunity to become a catalyst the likes of which we haven’t seen. I do not expect perfection out of MLS and Concacaf, but I do want to see ambition and an honest attempt to further the beautiful game for all involved!