In MLS 30th Anniversary, Messi, Miami Continue To Drive Marketing, Ticket Sales
Thursday, February 13, 2025 at 05:34PM By Barry Janoff
February 13, 2025: Entering his second full season, and third overall, with Inter Miami CF, Lionel Messi remains MLS’ No. 1 attraction among marketers, media and the mass of soccer fans in the U.S. and beyond.
For 2025, Inter Miami has added several partners to its impressive marketing roster, including CPG giant Mondelez as the club’s official snacking partner (Oreo, Chips Ahoy, Ritz), Flow Mineral Spring Water as the official spring water and Más+ by Messi as official sports hydration partner.
In its final season in Chase Stadium before a scheduled move to the still under construction Miami Freedom Park in 2026, Messi-led Miami is driving ticket sales at home and on the road.
With MLS’s 30th anniversary season beginning Feb. 22, Inter Miami plays in all of the Top Ten In-Demand Games, led by a visit to the Columbus Crew on April 19, visiting the San Jose Earthquake on May 14 and their own home opener on Feb. 22 hosting NYC FC, according to the MLS Season Preview from StubHub.
"As Messi enters his third season with Inter Miami, his presence remains a major draw on StubHub, fueling excitement and anticipation every time his team visits another city,” Adam Budelli, spokesperson for StubHub, said via the online ticket marketplace.
However, another club has inched its way past Inter Miami for most in-demand among ticket buyers.
"The Columbus Crew's increasing popularity following back-to-back MLS Cup appearances has driven them to the top spot as the most in-demand team on StubHub,” said Budelli.
Columbus Crew and Inter Miami “dominate sales — Columbus Crew is the Most In-Demand MLS team, with Inter Miami CF just 5.6% behind in total sales,” according to StubHub.
Columbus is the No. 3 Top-Trending team heading into the season — with sales jumping almost ten-time compared to last season's start — behind Houston Dynamo and San Jose.
Demand for MLS is not just domestic. StubHub said it is seeing an increase in global interest, with international demand up from last year.
"Global interest in Major League Soccer continues to rise, evidenced by an increase in international buyers on StubHub," said Budelli.
Buyers from 48 countries have purchased MLS tickets this season, up from 44 countries last year at this time and up from nine countries in 2023.
Canadian buyers purchased nearly 4.5 times more tickets than No. 2 Argentina.
Ticket buyers on StubHub from Argentina — Messi's home country — increased by 54% compared to 2024, according to the MLS Season Preview from StubHub.
San Jose has experienced the largest spike in ticket sales, ups jump 39 times over this time last year.
They are the No. 3 in-demand team behind Columbus and Miami, outselling No. 4 New England Revolution by 2.75 times.
StubHub's Top In-Demand 2025 MLS Teams
1. Columbus Crew
2. Inter Miami CF
3. San Jose Earthquakes
4. New England Revolution
5. Houston Dynamo
6. San Diego FC
7. Atlanta United FC
8. New York Red Bulls
9. Philadelphia Union
10. Minnesota United FC
Based on StubHub and viagogo ticket sales for the 2025 regular season as of Feb. 10, 2025.
StubHub's Top Trending 2025 MLS Teams
1. Houston Dynamo
2. San Jose Earthquakes
3. Columbus Crew
4. Minnesota United FC
5. Austin FC
Based on teams with the highest rate of increase in cumulative StubHub North America and viagogo international ticket sales for the 2025 season, as of Feb. 10, 2025, compared to sales ahead of the 2024 season.
StubHub's Top In-Demand MLS Games
1. Inter Miami CF at Columbus Crew April 19
2. Inter Miami CF at San Jose Earthquakes May 14
3. New York City FC at Inter Miami CF February 22
4. Inter Miami CF at Houston Dynamo March 2
5. Inter Miami CF at New England Revolution July 9
6. Charlotte FC at Inter Miami CF March 9
7. Philadelphia Union at Inter Miami CF March 29
8. Inter Miami CF at Minnesota United FC May 10
9. Inter Miami CF at Chicago Fire April 13
10. Inter Miami CF at New York Red Bulls July 19
Based on StubHub and viagogo ticket sales for the 2025 regular season as of Feb. 10, 2025.
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