Ivan Larsen 
CONCACAF and MLS matches have welcomed greater international interest in recent years, with some headline-grabbing signings to MLS clubs one of the major reasons. Inter Miami’s signing of Lionel Messi saw the club and league achieve international recognition, with many soccer fans following his progress closely.
This interest saw an increase in betting in the league, with more matches being available to view. Matt Bastock of Casinobeats US team explains that domestic interest has seen an increase in US bettors exploring offshore betting sites, resulting in operators covering more MLS and CONCACAF markets.
This improved publicity and the availability of more North American soccer betting markets have had a big impact on international consumers, with many choosing to bet on these. The timing of the MLS season is also a contributing factor, kicking off at the end of February or beginning of March and running through until October. This provides international soccer fans with games to watch and markets to bet on when the leagues in their own countries take a break over the summer.
Inter Miami’s impact on the MLS has been impressive since they formed in 2018 as part of an MLS expansion. The team is co-owned by former soccer megastar David Beckham, who has been able to attract big names to matches as well as massive stars to the playing roster. Blaise Matuidi, Gonzalo Higuaín were two of the top stars to sign for the club in 2020, but the current squad boasts some names that most clubs in the world would be proud of.
Lionel Messi is joined at Inter Miami by his former Barcelona teammates Jordi Alba, Sergio Busquets, and Luis Suarez. This formidable line-up hasn’t helped the club win the MLS yet, but the club is the current favorite to win the title this year.
Greater interest in the league has also seen greater interest among CONCACAF nations, with many of the countries’ top stars featuring in the MLS. As the league gets more viewers, soccer fans’ knowledge continues to grow and opens up these markets to greater interest.
Messi’s impact on the sport in the US has seen an increase in social media interactions, TV viewers, match attendances, and sponsorship deals. Revenue boosts from merchandise sales and ticket sales across all clubs have helped growth and put the league in an enviable position.
Social media visibility has been a big winner, with TikTok visibility growing by 26%, YouTube by 21%, and Instagram by 10%. The global reach of social channels has been a key factor in building an international audience and has helped the gambling industry capitalize on this newfound interest.
Contracted until the end of 2025, Lionel Messi’s MLS legacy will be greater than any other soccer star. However, it is being rumoured that the Argentine international is close to signing an extension that could see him continue to play for at least another season, helping to attract other stars to the league in the future.
