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:the 1st half, Sports

A tasty blend of soccer and culture in the Magic City

by Paul Desbaillets

“Miami is poised to become a magnet for soccer lovers and foodies alike, as we eagerly await the unfolding of this exciting new chapter in soccer culture.”

As a soccer enthusiast, it’s hard not to get excited when a legendary player like Lionel Messi makes a move that captures the attention of fans around the globe. The recent news of Messi’s transfer to Miami in the Major League Soccer (MLS) has sent waves of excitement through the soccer world, and for good reason. Let’s dive into the details that make this move so fascinating, from its cost and sponsorships to David Beckham’s influential role in the club.

As one of the most celebrated players in the history of soccer, it comes as no surprise that acquiring Lionel Messi came with a hefty price tag. His move to Miami’s MLS club involved a ground-breaking deal, making him one of the highest-paid players in the league’s history. The move’s magnitude demonstrates just how invested the club is in becoming a soccer powerhouse in the United States.

Messi’s arrival in Miami has not only attracted fans but also caught the attention of major sponsors looking to associate their brand with one of the sport’s all-time greats. Top companies are lining up to partner with both Messi and the MLS club he now calls home, forging a strong connection between soccer and American consumer culture.

Lionel Messi’s move to Miami in the MLS wasn’t just a typical transfer. It was a deal that involved a unique partnership between the league, sportswear giant Adidas and tech titan Apple. This collaboration played a pivotal role in bringing the Argentine superstar to the Magic City, adding an extra layer of excitement to an already monumental move.

The MLS has been on a mission to elevate its status in the global soccer landscape, and a key aspect of achieving this goal has been its partnership with Adidas. As the official sportswear provider for the league, Adidas has invested heavily in promoting soccer in the United States and developing a strong soccer culture. The partnership between the MLS and Adidas goes beyond just outfitting teams with jerseys and equipment; it’s a shared vision to grow the sport and attract top talent to the league.

In the case of Lionel Messi’s move to Miami, this partnership proved crucial. With Adidas as the long-standing official partner of both Messi and the MLS, the sportswear giant played a significant role in facilitating negotiations and making the deal possible. The company’s support in securing sponsorship deals and promoting the move through various marketing initiatives further highlighted its commitment to the growth of soccer in the United States. Adidas recently signed a 10-year contract valued at $830-million to supply all of the league’s uniforms until 2030.

Apple also became an essential player in Messi’s transfer to Miami. The company’s involvement in the deal came through its commitment to supporting sports and entertainment events that resonate with a global audience. As part of this strategy, Apple recognized the significance of Lionel Messi’s move to Miami and saw an opportunity to align its brand with the excitement surrounding the MLS and soccer culture in the United States. If you want to see Messi play, you must have Apple TV and have to pay for the MLS Season Pass.

Taking this one step further, Apple partnered with both the MLS and Adidas to become an official sponsor of the league, amplifying its presence during the signing of Messi. The partnership went beyond traditional sponsorship deals, as Apple integrated its technology and marketing expertise to create a seamless fan experience. From exclusive app features to customized Messi-themed content, Apple ensured that soccer fans could engage with the sport in new and innovative ways.

The joint efforts of the MLS, Adidas and Apple played a significant role in making Lionel Messi’s move to Miami a reality. The financial support and marketing expertise provided by the partners helped to secure the deal and ensure that Messi’s arrival would be celebrated on a global scale. The collaboration not only strengthened the MLS’s position in the soccer world but also elevated Miami’s status as a premier destination for top-tier talent.

The Messi deal became more than just a transfer; it became a testament to the power of strategic partnerships in the world of sports. The MLS, Adidas and Apple showed that when brands unite their resources and expertise, they can create unforgettable moments and elevate the sport they love to new heights.

Beckham’s Influence on it ALL: When it comes to soccer and Miami, David Beckham’s name is synonymous with both. The former English football star played a crucial role in bringing an MLS franchise to Miami, and his vision for the club extends beyond just assembling a team of talented players. His strong relationship with Messi and his involvement in the club’s decision-making processes undoubtedly played a significant part in attracting the Argentine superstar to the Magic City.

While the Messi signing is mega — like mega-mega — it’s essential not to forget that this move also aligns with the interests of those who appreciate good food. Miami, with its vibrant culinary scene and diverse offerings, provides an ideal backdrop for soccer enthusiasts who love to explore new tastes and cuisines while enjoying their favourite sport.

As a football/soccer culture junkie, this news about Messi’s move to Miami is undoubtedly a dream come true. The blending of soccer and culture in the Magic City is set to create a unique and immersive experience for fans all over North America, all the way here to Montreal when hopefully we see him in action next year on the pitch at Saputo stadium.

With Messi’s presence, the MLS takes a giant leap forward in its quest to become a global soccer powerhouse, with this being very good timing on very big moves being made in Saudi Arabia and the growth of that young league on the world stage. 

Let us enjoy and witness history unfold in Miami for the next two years, where soccer meets a melting pot of flavors, and where we hope Lionel Messi will light up the city with his brilliance on and off the field. 

The Magic City is poised to become a magnet for soccer lovers and foodies alike, as we eagerly await the unfolding of this exciting new chapter in soccer culture.

Mr. M has scored 7 goals & 1 assist in the 4 matches he has played at his new home, so things should continue on an upward trajectory.

Oh, and if you wanted a Messi jersey, which has increased Inter Miami shirt sales 25 times over, you will need to wait till November. ■

Check out The 1st Half podcast (about soccer and football culture in Montreal and beyond) here.

For more Montreal sports coverage, please visit our Sports section.

Posted in :the 1st half, Sports

by Paul Desbaillets

Contributor
Paul is a Canadian entrepreneur. He is a partner in Burgundy Lion Group which owns several establishments in his hometown of Montreal. Paul is also the founder of GOAL Initiatives Foundation, a national CRA charity making a difference through cultural development, wellness and youth sports programming. In 2019, Paul created the 1st Half Podcast Football Culture show, dedicated to all aspects of the beautiful game. Paul interviews chefs, musicians, artists, athletes, fanatics, influencers and anyone else he can find willing to talk to him about the football ecosystem.