Since his arrival in Major League Soccer (MLS), Lionel Messi has not only elevated the game's standard but also significantly impacted the league's global appeal. This article delves into three key areas where Messi's presence has been most felt: his on-field performance, the surge in ticket sales and merchandise, and the overall growth of MLS's international viewership.

On-Field Performance

Messi's stats since joining MLS are nothing short of spectacular. With an average of 1.2 goals per game and a pass accuracy rate of over 85%, his influence on the pitch is undeniable. His ability to change the dynamics of a game single-handedly has brought a new level of excitement to the league.

Surge in Ticket Sales and Merchandise

The 'Messi Effect' has led to an unprecedented increase in ticket sales, with games featuring his team selling out within minutes. Merchandise sales have also skyrocketed, with jerseys bearing his name becoming the top-selling items across all sports in North America.

Growth in International Viewership

MLS's international viewership has seen a significant boost, with broadcast deals being renegotiated at higher values due to Messi's global fanbase. Social media engagement for the league has doubled, further testament to his far-reaching impact.

In conclusion, Lionel Messi's move to MLS has been transformative, not just for his team but for the league as a whole. His unparalleled skill set, combined with his marketability, has ushered in a new era for soccer in North America.