Messi Dominates MLS But Remains an Enigma in U.S. Popularity

NEW YORK (Tuesday, October 21, 2025) – Lionel Messi, the global soccer superstar, proved himself once again by having a record-breaking season in Major League Soccer (MLS). Playing for Inter Miami, Messi scored 29 goals and finished the season with 48 goal contributions in just 28 matches, but questions remain about whether his presence is pushing MLS into the American mainstream.

Messi’s achievements this season include winning the Golden Boot and tying for the most assists despite missing a quarter of the season. His performance demonstrated his immense value, significantly outpacing other players like Denis Bouanga and Carlos Vela, who previously held records in the league.

Although many recognize Messi’s brilliance, the buzz surrounding him seems muted. Opposing fans, while initially excited to see the legend play, often express disappointment when he intrudes on their niche fandom. With clubs eager to promote Messi, critics argue that the competitive balance has shifted, causing resentment among those who support other teams.

Soccer executives expected Messi’s presence to grow the fanbase significantly, particularly with the upcoming World Cup in the U.S. However, attendance has dropped 5.5% year-on-year, contradicting anticipated growth. While MLS announced a 29% increase in viewership, it is believed that new streaming deals are responsible for the uptick rather than a surge in new fans.

Despite owning the field and dominating scores, the fact remains that American sports fans have yet to fully embrace MLS through Messi. Viewership for Messi’s games, while higher than before, still trails behind other sports stars like Cristiano Ronaldo, indicating that Messi’s influence may not be as strong as predicted.

League commissioner Don Garber expressed optimism earlier this year about the rise in viewership but acknowledged that MLS is still not where it needs to be. The league’s renegotiated streaming contracts include revenue sharing with Messi, though the performance of playoffs will remain a key determining factor in their financial success.

Looking forward, many hope that Messi’s participation in the playoffs could inject excitement into MLS. His team, Inter Miami, will face Nashville SC in the first round of the playoffs on October 24, 2025. Such moments may be crucial as the league seeks to change its perception in the broader American sports landscape.