For second consecutive Year, Inter Miami’s Lionel Messi No. 10 jersey is ranked number 1 on the list of best sellers on MLSstore.com, according to what the American Soccer League itself has just reported.
However, t-shirt sales are only part of the Rosario’s thriving business.
Since the arrival of the Argentine to the United States last July, MLS saw its sponsorship revenue grow by 17% and club sponsorship revenue also increased at a rate of 15%. as published by the Sportico portal.
Furthermore, the league also said it saw a average growth of 200% in general tickets for Messi’s matches.
Messi, 36 years old, is a mega influencer by social media standards, with more than 500 million followers on Instagram. He still ranks second behind Portugal’s Cristiano Ronaldo, but according to KORE, a data and intelligence platform, Messi’s social media channels generated $52 million in adjusted advertising value since last March, 2.5 times more than the Super Bowl champion Kansas City Chiefs.
The star power of Messi and its global impact make it a magnet for sponsors. Long-time partner Adidas is a major sponsor of Messi, along with many global brands including Pepsi, Huawei, Gatorade, Lay’s, Mastercard, Louis Vuitton, Budweiser, Gillette, Tata Motors and Lowe’s. He is also the face of the ‘Visit Saudi’ campaign, a $25 million deal over three years.
Besides, Messi He ranks third among the 100 highest-paid athletes of 2023, with $130 million, including $65 million from sponsors.
The influence of Messi expands beyond traditional endorsements. At the Hard Rock Café, a hamburger and a chicken sandwich are named after him.
He also starred in an advertisement for Super Bowl for Michelob Ultra and has an ongoing association with the brand, which is also a sponsor of the America Cup, which will take place in the USA.
The Argentine’s most recent commercial move is a partnership with White Claw’s parent company, Mark Anthony Brands International, to create a new hydrating drink, Más+ by Messi.
MESSI MOISTURIZING DRINK.jpg
X.com
However, not everything you touch turns to gold. In 2018, MGO Global signed a licensing agreement with the soccer superstar to take advantage of the Messi brand to sell clothes. The company was unable to transform its exclusive contract into a profitable business. By the end of 2023, its losses had ballooned to $11.4 million.
MGO paid Messi around US$1.3 million annual in minimum royalties under a contract that ended in December. In March, MGO Global decided to sell the license to Messi’s clothing line and was purchased by Centric Brands for $2 million last May.
Source: Ambito
I am Pierce Boyd, a driven and ambitious professional working in the news industry. I have been writing for 24 Hours Worlds for over five years, specializing in sports section coverage. During my tenure at the publication, I have built an impressive portfolio of articles that has earned me a reputation as an experienced journalist and content creator.
