For decades, soccer's biggest stars seemed to build their legacies in Europe alone. That changed the moment that Lionel Messi donned the pink Inter Miami shirt. Messi's arrival stateside didn't just add another marquee name to Major League Soccer; it triggered a significant cultural shift, pulling casual American sports fans into a sport many hadn't paid close attention to previously. Ticket prices soared, stadiums sold out, and MLS found itself on highlight reels on ESPN alongside the NFL and NBA. Youth academies around the country also reported spikes in sign-ups, with jersey sales breaking records after his debut.
Messi: MLS Impact And Business Ventures
Messi's deal with Inter Miami was never just about wages. His contract ties him to league sponsors Apple and Adidas, which gives him a cut of MLS Season Pass subscriptions and merchandise sales, an arrangement unheard of in American sports. He also holds the option to buy a stake in Inter Miami once he retires.
That commercial ecosystem has not only made him one of the most talked-about athletes in the country, but one of the most wagered-on too. Messi, just as he was in Europe, is one of the most bet-on players in MLS. Licensed sports betting operators such as ToonieBet, which operates out of Canada and offer more than 70,000 betting markets as well as over 80,000 live events. Thus ensuring the service covers sports worldwide, including dedicated Messi markets throughout the season. Whether it's to score or assist, Messi-mania is a thing, and bettors want a piece of it.
Ronaldo's American Footprint
Cristiano Ronaldo has taken a different path to crack America. Rather than move there to play, he's developed influence through global brand power. His long-term deal with Nike and relationships with other brands such as Whoop not only keep him in the conversation in America, but keep his rivalry with Messi going away from the soccer field.
Ronaldo became a brand long before Messi, and while it may have been his ability as a soccer player that caught the attention of many in America, as well as the many eye-catching highlight reels, he's no longer recognised just for soccer.
The World Cup Effect
The 2026 FIFA World Cup saw both Messi and Ronaldo compete in North America in what is likely their last major tournament appearances for their countries. Messi finished as runner-up with Argentina, while Ronaldo and Portugal crashed out of the tournament earlier.
What the tournament did was shine a spotlight on the two players, who are two of the very best, if not the best, to play the game, in their likely final showings at international tournaments aged 39 and 41 respectively. But the buzz surrounding both in the stadiums, at fan zones, in the media and online was huge. This is a sign that when their playing careers end, they'll not only transition seamlessly into what's next but remain huge draws in America.
Conclusion
Lionel Messi and Cristiano Ronaldo may have made their name in soccer while playing in Europe, but because of their talent and ability to become brands on the back of it, they've gone global. This has not only seen them crack America in two very different ways, but crack it in a way that means when they stop playing, they'll remain the attractions they are today.