Analysis of the brand value of Inter Miami CF

The brand Inter Miami CF has experienced rapid growth since its founding in 2018. In just a few years, the club has transformed from a new MLS expansion franchise to topping financial value rankings and gaining international presence. Founded by David Beckham and entrepreneur Jorge Mas, Inter Miami started with a carefully crafted brand: distinctive colors (pink and black), an elegant crest featuring entwined herons, and a cosmopolitan narrative. With its first official match in 2020, the club opted for an aspirational style that merged sports passion with the cosmopolitan lifestyle of Florida.

In this LUXONOMY Report, the brand value of Inter Miami is analyzed in depth, covering its financial evolution from its founding to the current time, the impact of Lionel Messi, comparisons with other MLS franchises, revenue from sponsorships, merchandising and ticket sales, influence on social media, public perception of the team, and the infrastructure strategy and expansion into new markets. Each aspect demonstrates how the brand has solidified its achievements and future prospects.

1. Financial Assessment of the Brand

Inter Miami has grown rapidly since its founding (it debuted in MLS in 2020). By 2025, its brand value is estimated to be around US$1.2 billion, making it the second most valuable team in MLS (only behind Los Angeles FC at US$1.25 billion and above LA Galaxy at US$1 billion). This figure contrasts with the ≈US$585 million valued by Sportico at the beginning of 2023, reflecting a compound growth of over 100% in two years. The league as a whole averages ~US$690 million per team (121% more than in 2019), so Miami’s valuation is significantly higher than the average.

Regarding annual revenue, estimates suggest around US$180–200 million in 2024, with approximately US$50M in operating profit. In 2023, the club almost doubled its revenue, ranging between US$118–130M, thanks to an unprecedented “Messi” effect. For example, Xavier Asensi (commercial director) reported that 2023 sales would exceed US$120M, and 2024 could triple the originally projected figures. These numbers place Miami above other sports leaders in the United States.

In fact, according to specialized reports, Inter Miami went from generating only $58M–$60M annually in its early years to over $180M in 2024. The growth of its revenues has been driven by the sale of memberships, tickets, and sponsorships (see below). This rapid economic development is highlighted as a unique example in MLS, especially considering that many teams in the league still run at a loss.

The economic model of Inter Miami combines traditional league resources (like the central distribution of television rights) with its own commercial revenues. Initially, the club relied on investments from its owners and local sponsorships to grow, but over time it expanded its sources: the sale of jerseys (especially those of its star players) and ticket sales, driven by the demand for highly attended matches, have become powerful revenue engines. Furthermore, the team has secured multiple agreements with global brands and recently announced the renewal of more than ten key sponsorship contracts, ensuring future revenues. Meanwhile, the sale of tickets and season passes has surged: the current stadium consistently records sell-outs, and most tickets sell out in pre-sale. Together, these diversified revenues support a solid financial model with good margins for the future.

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2. Impact of Lionel Messi’s Arrival

The incorporation of Lionel Messi in July 2023 represented a significant turning point for the Inter Miami brand. Instantly, the arrival of the Argentine star ignited a true Messi-mania in commercial and media terms. The club’s followers on social media surged from tens of thousands to several million in just a few weeks. Sales of official jerseys multiplied globally: the jersey with the number 10 became the best-selling one for the club and the MLS, surpassing earlier sales records for merchandise in the region. At the same time, the demand for tickets skyrocketed: matches that earlier had vacant seats became sold out days or even weeks in advance.

In the short term, Messi became the focal point of all the club’s marketing strategies. Sponsors took advantage of his image: every new advertising contract and promotional event placed his face or name at the center. International cameras focused on Miami during every debut or training session of the player. Moreover, the media coverage was such that MLS recorded audience records: streaming services doubled their subscribers, and television networks in Latin America and Europe broadcast MLS matches, adding millions of extra viewers. All of this further increased brand recognition and generated unprecedented advertising revenue for the club.

The signing of Lionel Messi in July 2023 transformed the valuation and finances of the club. It is estimated that thanks to Messi, “Inter Miami doubled its value” in less than a year, surpassing the threshold of one billion. His mere presence raised the revenue forecast for 2024 to over $200 million, an unprecedented figure for an MLS team. Commissioner Don Garber even stated that Messi’s jersey is the best-selling in the world.

Among the quantifiable effects stand out:

• Shirt Sales: Messi’s pink jersey (number 10) was the best-selling in the league in 2024. In the top 25 sales of MLS, Messi occupies the 1st position, with three other Inter Miami players (Suárez, Busquets, and Alba) also among the top. This reflects a “Messi mania” that boosts the official merchandise sales of the club.
• Sponsorships: New multimillion-dollar agreements with global brands. Lionel’s signing spurred major companies to associate their image with the team. In 2024, significant sponsorship contracts were signed (Audi, JPMorgan Chase, Visa, Lowe’s, Duracell, among others). Additionally, the club updated its primary sponsor: the cryptocurrency platform XBTO (which contributed US$4–5M annually) was replaced by Royal Caribbean as the kit sponsor, becoming the most valuable jersey contract in MLS history. Another key sponsor, Ares Management, increased its investment: after injecting US$225M between 2021-2023, they added an extra US$75M after Messi’s signing to fund the new stadium (Miami Freedom Park).
• Attendance and ticket sales: The demand for tickets surged. Matches featuring Messi sold out local and international tickets. For example, the April 2024 match against Sporting Kansas City in Kansas City attracted 72,610 spectators (a historic record for a visiting club). With Messi on the field, DRV PNK Stadium is almost always filled, and the season ticket renewal rate reached 90%. Searches for “Inter Miami tickets” on Google rose by +950% after his debut. Xavier Asensi pointed out that with Messi’s presence, the stadium is expected to be filled on many occasions, selling tickets at prices ranging from $867 to $42,840. In summary, the arrival of the Argentine has multiplied ticket sales and generated attendance records both in Miami and on international tours (for instance, 65,612 in New England in July 2024).

These impacts have turned Messi into a commercial “magnet”: his own image contracts generate extra income for Inter Miami (through shared agreements with Apple and Adidas) and have elevated the global perception of the club.

In the medium and long term, Messi’s impact is projected as a lasting legacy. Internationally, his name alone guarantees media coverage in Latin America, Europe, and Asia, audiences that formerly hardly followed American soccer. Domestically, the club’s management has reinforced its institutional structure to take advantage of this global window: it hired specialists in international marketing and established strategic partnerships with global partners. Commercially, Messi has opened doors to unprecedented collaborations: his personal sponsor, Adidas, integrated a special edition of the jersey, and long-term initiatives (documentaries, ambassador programs) are being negotiated using his image. The expectation is that Messi’s aura will elevate the Inter Miami brand even after he stops playing: being known as “the Messi team” will stay an asset, attracting other top talents and increasing future revenues.

3. Comparison with Other MLS Franchises

In a very short time, Inter Miami has climbed positions against the more traditional and emerging franchises of MLS. In financial terms, it is only surpassed by Los Angeles FC (LAFC): Inter Miami is valued at around $1.2 billion, placing it above clubs with longstanding histories like LA Galaxy, Atlanta United, and New York City FC. Even young and successful franchises like Austin FC or FC Cincinnati have yet to reach those valuation levels. This rise places Inter Miami in the economic elite of the league, equating it with the most established teams.

In the sports realm, the leap has been no less remarkable. Inter Miami won the Supporters’ Shield 2024 (best record in the regular season) and the Campeones Cup 2023, making its mark in international tournaments. Other franchises with more history in the league (Galaxy, Seattle Sounders, Dallas) have an extensive trophy cabinet, but presently, Inter Miami has proven to be as competitive as they are. Mid-tier teams like Orlando City or Portland Timbers are still fighting for their first major title, while Miami is already leading in recent performance tables.

In terms of media visibility, Inter Miami far exceeds most of its peers. Its matches attract a larger television audience, and its image dominates social media and global media impact, which is unusual for a franchise with a short history. Major American and worldwide sports media often talk about the club, particularly due to Messi. In summary, Inter Miami now ranks among the three most valuable and popular clubs in MLS, competing closely with the giants and even surpassing others with more years of history.

In terms of brand value and finances, Inter Miami ranks at the top of MLS. Forbes 2025 places it at #2 with US$1.2 billion, a level comparable to the leader LAFC (US$1.25 billion) and higher than other historic teams like LA Galaxy (US$1 billion). Atlanta United (US$1.05 billion, according to Sportico) is the other franchise in the “billion-dollar club.” In terms of revenue, Miami projects around US$180 million in 2024, surpassing most: Forbes estimates US$150 million for LAFC and only US$12 million in operating profit, numbers below those of the Miami team. In contrast, 16 teams in the league were still operating at a loss at the beginning of 2025.

Concerning attendance and audience, Inter Miami averaged around 20,700 spectators at their 2024 matches. This is lower than the league leaders (for example, Atlanta United with 44,037 and Seattle Sounders with ~30,700), but in line with other major clubs (LA Galaxy ~21,364, LAFC ~21,000). MLS set a historical attendance record (average of 23,240 per game in 2024), partly driven by the media attraction of stars like Messi.

In terms of social media and digital reach, Inter Miami is by far the most prominent. With nearly 28.9 million followers total (Instagram, TikTok, Twitter, etc.), it far surpasses its league rivals (LA Galaxy, second with ~3.4M; Atlanta ~1.7M; LAFC ~1.6M). In July 2023, the official Instagram account skyrocketed from 1M to 12.5M followers, a phenomenon that the media compares to the popularity of global mega-clubs. This confirms that Inter Miami dominates the digital landscape of MLS.

As a general media attraction, Inter Miami has elevated the visibility of MLS. The broadcasts of their debut match in 2023 marked the highest Spanish-language audience in the league’s history, and the league reported a doubling of its subscriptions to Apple TV (“MLS Season Pass”) after the signing. In summary, compared to established franchises, Inter Miami leads in commercial and digital metrics, although in physical attendance it still relies on its stadium (which will expand to 25,000 seats in 2025).

4. Revenue from sponsorships, merchandising, and tickets

Sponsorships

The growth of the Inter Miami brand is directly reflected in its commercial revenues. Regarding sponsorships, the club has secured a broad portfolio of strategic partners. Its jerseys feature top-tier brands: Chase Bank (the main sponsor) and the blockchain platform Polkadot (on the training kit), while the company XMANNA appears on the sleeve. Additionally, Inter Miami has agreements with global and local sponsors, including Royal Caribbean, Florida Blue, Hard Rock, Heineken, Visa, Publix, Audi, Lowe’s, among others. All these contracts generate recurring revenue and reinforce the club’s financial sustainability.

Main Sponsorships: Inter Miami has signed multi-year contracts with top-tier brands, supported by the Messi brand. Among the recent agreements are Audi (official sponsor), Visa, JPMorgan Chase, Duracell, and Royal Caribbean (new jersey sponsor). Adidas is the official apparel provider, capitalizing on the image of its stars in merchandise. Additionally, Ares Management has been key: besides investing $225M before 2023, it committed an extra $75M after Messi’s signing for the development of sports facilities. In contrast, the earlier jersey sponsor, the crypto platform XBTO, contributed only $4–5M per season and was replaced in 2024.

Merchandising

In merchandising, the fans have responded enthusiastically. The official Inter Miami store (both physical and online) has seen record increases in sales of products: jerseys, jackets, scarves, caps, and limited edition items. Messi’s arrival multiplied the demand for merchandise bearing his number, but the club is also exploring urban fashion collaborations and special editions for fans. In fact, annual thematic collections are launched (for example, inspired by the art and culture of Miami), maximizing commercial opportunities. This dynamism has turned merchandising into an increasingly significant revenue stream.

The demand for official products has skyrocketed. Thanks to Messi and other stars, the sales of the club’s jerseys (made by Adidas) have reached record highs. According to MLS, the pink Messi jersey was the best-selling in the league in 2024, with Suárez, Busquets, and Alba also among the 25 most popular. Adidas has highlighted the strong global interest, and the club sells other items (hats, scarves, replicas) through official stores (MLSstore). This boom reflects how merchandising has become an increasingly important source of revenue.

Entries and Subscriptions

Regarding tickets, the fans’ response has been overwhelming. The temporary stadium in Fort Lauderdale regularly sees sell-outs or near sell-outs, and most season tickets sell out each season. On match days, especially when Messi plays, a festive atmosphere prevails with record local attendance. The box office benefits from both individual tickets and corporate packages, as well as VIP hospitality. This increase in ticket sales complements revenue from sponsorships and merchandising, contributing to the club’s economic strength.

Ticket sales have grown exponentially. With Messi on the team, tickets sell out quickly: the DRV PNK Stadium, which has a capacity of 21,550, has seen repeated sellouts. The renewal of season tickets reached 90%, one of the highest rates in MLS. Even in international tours (Club World Cup, friendlies), demand was massive. In 2024, MLS broke attendance records (over 11 million fans in the regular season), partly driven by Inter Miami: for example, the match at Gillette Stadium in July attracted 65,612 spectators. Premium prices have not deterred fans, and the globalization of its audience (MLS Season Pass, Google searches) indicates that the club’s box office will stay strong as long as Messi is there.

5. Influence on Social Media

Inter Miami has become the absolute leader of MLS in terms of social media and digital audience. In just a few months, their followers have skyrocketed: the official Instagram account rose from less than one million to over 15 million, thanks to the attraction of their star players. TikTok, Twitter, and Facebook followed the same trend, adding several million new fans (many drawn in by Messi or the club’s unique aesthetics).

The digital presence of Inter Miami transformed with Messi. Before July 2023, it had only 1–2 million followers on social media, but in just a few weeks, it surpassed 12–13 million on Instagram. Infobae reported 12.5M in the summer of 2023, while more recent sources account for nearly 29 million in total across Instagram, Twitter/X, Facebook, and TikTok. This meteoric growth makes it the most-followed club not only in MLS but in any league in the United States, even surpassing iconic teams from the NFL, MLB, or NHL.

Inter Miami maintains extremely high levels of interaction and reach. Messi’s goals and celebrations on social media generate millions of views. The club publishes multilingual content for its global audience. In comparison, Galaxy (3.4M followers), Atlanta (1.7M), and LAFC (1.6M) are far behind. Even on TikTok, the club is a leader (with over 11M followers). This digital “Messimania” expands the team’s international footprint: its hashtag trends worldwide after every relevant match. Moreover, its impact on streaming is notable: according to a tweet from the official account, the audience for Inter Miami’s Spanish-language matches on Apple TV+ has increased by more than 50% since Messi’s arrival. In summary, today Inter Miami sets the standard in sports social media in the U.S., with a global reach unmatched by any other MLS club.

The team’s engagement rate on social media far exceeds that of other clubs in the league. Every goal by Messi or standout play goes viral in seconds, generating torrents of “likes” and shares. Inter Miami employs dynamic strategies: it shares behind-the-scenes videos, interactive polls with fans, merchandise giveaways, and live Q&A sessions. Its communicative style is vibrant and bilingual, celebrating Latin culture and the lively lifestyle of Miami. Additionally, it uses its own hashtags (#GoInterMiami, #MessiDay), which reinforces follower loyalty.

In summary, the Inter Miami brand has established itself as the digital ambassador of American soccer. Its ability to generate online conversation surpasses that of any other MLS club. This dominance on social media not only amplifies the team’s image but also creates opportunities for digital monetization and strengthens its presence among audiences in Latin America, the United States, and the rest of the world.

6. Public Perception and Brand Reputation

At a qualitative level, Inter Miami is viewed as an aspirational and modern brand. The club has projected a fresh and cosmopolitan image, closely aligned with the multicultural environment of South Florida. For a new audience, especially young people and Latino communities, Inter Miami is perceived as a symbol of sports glamour: its vibrant colors, open style of play, and the shine of its stars make it appealing beyond just soccer. Many consider it a sort of cultural phenomenon; its mere presence in MLS has elevated interest in the sport among sectors that earlier barely followed it. Furthermore, its positioning as the “gateway” for big names in U.S. soccer adds extra prestige: having Messi, Beckham, or Suárez on the same team boosts the club’s status in the eyes of the general public.

Even so, skepticism remains. Some traditional MLS fans question whether the success is sustainable beyond the Messi era, or if the club might be focusing too much on entertainment and not enough on building local roots. Minor issues (like controversies surrounding betting bans in the stadium) have generated pointed criticism about their business model. Still, overall the perception is tinged with optimism: Inter Miami is seen as a project with long-term potential. Its combination of recent sports results, enthusiastic followers, and expansion strategy has been well received. The club is shaping up to be a potential cultural icon of American soccer in the coming decades.

7. Infrastructure and Expansion Strategy

Inter Miami has outlined a clear roadmap to strengthen its growth through investment in infrastructure. Presently, the club plays its home games at the DRV PNK Stadium (Fort Lauderdale), a natural grass stadium with approximately 20,000 seats. This venue serves as a temporary home while the construction of the iconic Miami Freedom Park progresses: a 131-acre complex in Miami that will include a modern stadium (with a capacity exceeding 25,000 spectators) and a recreational area with public spaces, shops, and services. The new stadium, with its first phase potentially ready by 2026, will mark Inter Miami’s definitive arrival in the namesake city and increase its capacity for ticket sales and events.

In sports, the club has reinforced its commitment to the youth academy. The Florida Blue Training Center, a modern training facility for the team, supports the youth divisions. Inter Miami participates with its youth teams in national (MLS NEXT) and international tournaments, aiming to develop local and regional talent. Promising athletes trained in-house are already competing at the professional or collegiate level. The goal is to create a steady flow of homegrown players to the first team, enriching the club’s identity and managing long-term costs.

On the other hand, Inter Miami has sought to expand its presence in international tournaments. After winning the Supporters’ Shield 2024, the club secured a historic spot in the FIFA Club World Cup 2025, where it will compete with champions from other confederations. Additionally, it regularly competes in regional events: it won the 2023 Campeones Cup and participated in the CONCACAF Champions League (Champions Cup). These experiences enhance its global profile and attract more attention to the brand.

The expansion of the fan base and brand also includes approaches to Latin American and European markets. In Latin America, Inter Miami has organized preseason tours in Peru, Panama, and Honduras, facing historic teams and winning over new local audiences. Moreover, Latin media consistently covers their news, and the Latin American players on the roster help connect with that audience. In Europe, there are no permanent back-and-forth tournaments, but Messi’s media impact ensures coverage in international press; for instance, media from Spain and Argentina regularly report on the team. Looking to the future, the club is exploring friendly matches and collaborations with clubs from other regions to expand its brand.

Comparative Table of Key Indicators in the MLS

A summary of comparative data for Inter Miami against other prominent franchises is as follows:

The brand value of Inter Miami has skyrocketed from zero to over $1.2 billion in just a few years, propelled by stars like Messi and an aggressive business model. The club outperforms almost all rival franchises in revenue, digital value, and sponsor support. While its sporting success is still being consolidated, its image as a global and highly profitable club is already firmly established in MLS.