Messi mania returns to Red Bull Arena in Harrison

In his Major League Soccer debut last month, Lionel Messi created yet another surreal moment on the pitch – adding to his legacy as one of the very best, and perhaps the best, soccer player ever.

In June, just six months after his starring performance leading Argentina to its first World Cup trophy since 1986, Messi sent shockwaves through the soccer world and sports business at large when he announced that he would be leaving French powerhouse Paris Saint-Germain as a free agent and joining Inter Miami CF and Major League Soccer.

It marked a pivotal moment and validation for the league, now in its 28th season. As the buzz grew into a fever pitch while details were worked out, the dream became a reality July 15 when Inter Miami announced signing Messi to a contract that will run through the 2025 MLS season.

“We are overjoyed that the greatest player in the world chose Inter Miami CF and Major League Soccer, and his decision is a testament to the momentum and energy behind our league and our sport in North America,” said MLS Commissioner Don Garber last month. “We have no doubt that Lionel will show the world that MLS can be a League of Choice for the best players in the game.”

“I’m very excited to start this next step in my career with Inter Miami and in the United States,” said Messi when his signing was announced. “This is a fantastic opportunity and together we will continue to build this beautiful project. The idea is to work together to achieve the objectives we set, and I’m very eager to start helping here in my new home.”

And he certainly did help his new club right away.

His debut came July 21, at home in South Florida during Inter Miami’s opening match of the Leagues Cup, a new North American tournament between MLS and LIGA MX that is running until Aug. 19. Messi entered the match between Inter Miami and Mexican club Cruz Azul early in the second half. And with the score knotted at 1 in the 94th minute, Messi announced his arrival by bending a majestic left-footed free kick into the upper left corner of the net to score the decisive goal in a 2-1 win.

Video of the goal instantly went viral across social media, setting the internet ablaze. And because of MLS Season Pass, a new subscription launched through Apple earlier this year, fans in over 100 countries and regions had the opportunity to tune in for the historic moment.

The timing of Messi’s arrival is also creating a buzz and an economic boon in the Garden State. Since Inter Miami already played New York City Football Club at Yankee Stadium in March, the Aug. 26 match between Inter Miami and the New York Red Bulls, which will be played at Red Bull Arena in Harrison, is Messi’s only scheduled appearance in the area this MLS season. It will mark his second appearance in Harrison, following an Argentina friendly match played at Red Bull Arena last September, a tune-up for their eventual World Cup win. Messi scored twice in the 3-0 victory over Jamaica.

In addition to the overall excitement his arrival has generated for MLS, this upcoming New Jersey appearance, not surprisingly, has the Red Bulls and their partners excited about the potential opportunities it presents.

“For us, it will be our highest-grossing MLS gate in our history,” Red Bulls General Manager Marc de Grandpré told NJBIZ. “And we’ve seen engagement and dialogue between potential partners, our current partners. How they can amplify their voice. How they can be part of this match. We’re seeing that across the league. And if you look at the momentum garnered with signing the Apple TV deal, this gives the league global exposure.”

He explained that more partners are getting involved and saying they want to be part of the buzz, as these types of exciting moments continue for MLS.

“It’s going to help us build tremendous momentum to continue to grow our business and basically raise that ceiling as to what we can attain in revenue, eyeballs, awareness, participation in the game, and fans falling in love with soccer,” de Grandpré stressed. “Because more people are going to be watching this great game – and it is a great league. We’re going to bring new eyeballs to it and introduce them to what we have to offer.”

And a quick glance at the secondary ticket market reveals just what Messi brings to the table. The Red Bulls GM noted that the tickets to the Aug. 26 match sold out instantly. The cheapest ticket available now on those secondary markets is north of $400, compared to just $20 for a match days earlier against D.C. United.

“On Aug. 26, this will be the place to be in the New York Metro Area,” said de Grandpré. “This is going to be the night where all eyeballs in the metro New York area are going to be on Red Bull Arena. And a lot of partners have engaged us to participate.”

As an example of the boost that long-standing business partners are getting from this Messi appearance in New Jersey, de Grandpré pointed to the New Jersey Lottery, which was slated to be the presenting sponsor for this match before Messi’s signing was announced – essentially hitting the lottery.

“We were lucky to choose this game before the season started for Lottery to be the presenting partner. Now, it’s a huge event for all Jersey soccer fans. We are thrilled to be part of the excitement!” said James Carey, executive director of the New Jersey Lottery.

“And now they get this benefit of being included in [Messi’s] first match in the New York market since he played with Argentina at Red Bull Arena,” said de Grandpré.

In that September friendly, the Red Bulls and the Harrison community saw first-hand the cultural phenomenon that Messi is with a packed and feverish crowd cheering on their hero.

“It was a prelude to what we are going to see on the 26th. He is arguably the greatest soccer player ever. He is the most recognized athlete in the world,” de Grandpré explained. “So, I believe that moment we had last fall at Red Bull Arena will be replicated here in August. And the beauty of it is now the eyes are on an MLS game. This is going to be a singular moment where people are going to recognize how special soccer is in the Metro New York area.”

Another indication of Messi’s reach? Red Bulls officials say that geographic representation of the ticket sales tell the story, with purchases coming from nearly every county in New Jersey, every borough in New York City, along with more than 30 states and 10 countries.

The Red Bulls are expecting three to four times as many credentialed media members, as well as record-breaking earned media and social media figures. And, again, the club is particularly excited for its corporate and local partners who will have access to a brand-new audience with a global reach, which can only raise visibility.

“The atmosphere is going to be tremendous. There’s going to be Red Bulls fans. There’s going to be Messi fans. And ultimately, the big winner is going to be the MLS, our club, and this community here that’s going to see the best player in the world play,” de Grandpré said. “I think from the number of players we had represented at this past World Cup in 2022, with Lionel Messi choosing to come to MLS at this point in time – it’s an inflection point. It’s a seminal moment for the sport in North America and our league.”

He stressed this moment is also an opportunity for new partners to come in and grow with the team as the league grows. “They also understand that this league is going to continue to grow, and this is the time to get in,” said de Grandpré. “It’s a tremendous opportunity for partners to join in the growth and the expansion of our league.”

“This is a historic moment for Inter Miami, MLS, and futbol in the United States, both on the sporting side and in this new era of business opportunities,” said Xavier Asensi, Inter Miami chief business officer last month.

De Grandpré said it was a big statement for a player of Messi’s ilk to choose to come to MLS, on the heels of winning the World Cup.

“It is a tremendous statement not only for the game of soccer in North America, but for the league and where we are. He chose us over Barca [FC Barcelona] and plenty of other teams that were probably praying he would choose them,” said de Grandpré. “It tells you where the league has gone in its 28th season. We are one of the top soccer leagues in the world, and this is a statement by Lionel confirming that the MLS has arrived and is only going to continue to grow.”

And Aug. 26 will offer an unprecedented opportunity for the Red Bulls to showcase their soccer community and experience to Messi mania and the global audience that comes with it.

“The Red Bulls will win hopefully. But it’s going to be a great, exciting event for everyone to be a part of. And they are going to be introduced to the unique experience we provide at Red Bull Arena,” said de Grandpré. “It’s the best soccer-specific stadium in North America. We provide the best experience for our fans pre-game, in-match. It’s going to be unique and exceptional for everyone.”

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