Market Research Record – Billionaire Jorge Mas, a prominent construction executive, successfully persuaded soccer superstar Lionel Messi to join Inter Miami, a struggling team currently at the bottom of its league. Mas aims to revolutionize the business of soccer in the United States and make it more lucrative, leveraging the partnership with Messi and tech giant Apple Inc. The groundbreaking deal involves revenue sharing agreements, an equity stake in the team, and the potential to attract millions of new subscribers to Apple TV+. Mas envisions this collaboration propelling Major League Soccer (MLS) to new heights, with increased ticket and merchandise sales benefiting Inter Miami and creating a ripple effect across the league.
In a strategic move that mirrors Wall Street’s playbook, billionaire Jorge Mas has set his sights on transforming US soccer with the signing of global soccer icon Lionel Messi. Mas, a 60-year-old construction executive, intends to revolutionize the sport’s business model and increase profitability. His approach involves departing from the traditional cash-for-services agreement and adopting revenue sharing accords and an equity stake in the team. With the support of Messi and tech giant Apple Inc., Mas seeks to attract top players to Major League Soccer (MLS) and make Inter Miami a force to be reckoned with.
“I have lofty aspirations for Inter Miami, MLS, and the sport,” Mas declared in a recent interview. Thousands of fans gathered in the rain to witness Messi donning Inter Miami’s uniform for the first time, highlighting the immense excitement surrounding this partnership. However, the success of Mas’s ambitious venture largely depends on the aging Messi’s performance, given his remarkable career and his advancing age in professional soccer.
Messi, 36, arrives in Miami after a two-year stint with Paris Saint-Germain, during which he faced criticism from fans regarding his performance. Nevertheless, he led Argentina to a successful World Cup victory last year. Messi follows in the footsteps of other aging soccer legends who have made the move to the United States, such as Brazilian icon Pele, who emerged from retirement at 34 to play for the New York Cosmos in the 1970s, and David Beckham, who joined the LA Galaxy in 2007. Despite the presence of these high-profile players, US soccer failed to experience the anticipated surge in popularity.
Nonetheless, Mas remains undeterred. Surrounded by Messi’s jerseys and Henry Kissinger’s books in his Coral Gables office, Mas revealed that it took more than three years to convince Messi to join Inter Miami. As part of his pitch, Mas highlighted the appeal of life in Florida, emphasizing the hunger for soccer in the country and the potential for Messi to transform the sport. Additionally, significant financial incentives were offered.
Under the terms of Messi’s contract, which extends until 2025, he will earn a base salary of $20 million per year, with the potential to reach $60 million through bonuses. Furthermore, upon retirement, Messi will receive a minority stake in the team. The soccer superstar also has lucrative endorsement deals with Adidas AG and a unique arrangement with Apple TV+. If the streaming service attracts international subscribers, Messi stands to benefit significantly. Mas estimates that Messi could generate 2 million overseas accounts within 18 months, stating that “Leo Messi can have a global impact unlike any other player in this country.”
While the exact value of Messi’s Miami package remains uncertain, it was compelling enough to entice him away from a more straightforward offer from Saudi Arabian club Al Hilal, which reportedly would have earned him approximately $400 million annually. Apple TV+, aiming to attract subscribers through sports content, secured a $2.5 billion 10-year deal with MLS to broadcast games on its platform. Notably, one of the platform’s most popular series, “Ted Lasso,” portrays the story of an American coach navigating the world of Premier League soccer.
Mas himself stumbled into the world of soccer by chance, echoing the narrative depicted in “Ted Lasso.” Born to Cuban immigrant Jorge Mas Canosa, a prominent figure in the movement to overthrow Fidel Castro, Mas’s family fortune stems from MasTec Inc., a $9.1 billion company involved in pipeline construction, fiber-optic networks, and wind farms across the United States. After a failed attempt to purchase the Miami Marlins, Mas acquired Beckham’s partners at Inter Miami, with his family now owning 80% of the team. Mas envisions Messi as the catalyst for transforming the team’s fortunes, projecting its value to soar to $1.5 billion within a year, in contrast to Sportico’s estimate of $585 million last year.
To achieve success, Mas plans to secure a new investment partner and jersey sponsor while recruiting former Barcelona and Argentina coach Gerardo “Tata” Martino and midfielder Sergio Busquets. Inter Miami’s strategy revolves around combining veteran stars with young talents. Construction on Inter Miami’s new Freedom Park stadium, with a seating capacity of up to 25,000, will commence soon. This privately-funded project has experienced nearly a 40% increase in costs from its original $1 billion estimate. Mas expects the stadium to be completed in 2025, the same year Messi’s contract expires, and he hopes the soccer maestro will consider prolonging his stay.
Recently, Mas witnessed Messi’s first light practice session at Inter Miami’s DRV PNK Stadium in Fort Lauderdale, Florida, and described it as an unbelievable experience. For the time being, Messi will reside in a nearby suburb, as he requested to be within a 10-minute radius of the training center. Enthusiastic Messi fans have already begun tracking his every move in Miami, even shadowing his trips to the supermarket. Mas’s primary concern now is ensuring suitable schools for Messi’s three children. The pandemic-driven influx of wealthy newcomers to Miami has made securing spots in prestigious private schools extremely challenging. Fortunately, the Mas family’s extensive connections played a pivotal role in securing places for Messi’s children.
“I wanted to ensure his smooth transition and make it as seamless as possible,” Mas expressed, reflecting on his efforts to facilitate Messi’s arrival in Miami. So far, things are progressing well.
