Lionel Messi Could Prompt Another US Soccer Ticket Surge Next Summer

While it might feel unseemly to some fans, professional sports are a big business. Whether we're talking about contracts, endorsements or ticket sales, everything boils down to the bottom line. And, in the case of the latter category, Lionel Messi has been a boon for North American soccer.

Whether you think the Argentine is the GOAT or not, no one will deny that he's a uniquely gifted player and an era-defining talent. And in that context, soccer fans want to see him while they still can.

That reality affected the end of the 2023 MLS campaign, but another spike could be on the horizon. This time, it's due to the 2024 Copa America.

Let's break things down.

Copa America Sends Messi to Major Markets

While the World Cup may be the granddaddy of them all when it comes to international soccer, each region has its own tournament. For South America, which is home to some of the game's traditional powers, that tournament is the Copa America.

But when the 2024 edition rolls around, it will be played in the United States. Six CONCACAF (North America, Central America and the Caribbean) teams will also be taking part in the festivities.

And while some of the details are yet to be finalized, we now know the venues that will be hosting matches. And, in turn, we know where Argentina, one of the seeded teams, will be taking the pitch.

The defending world champs will open the Copa America in Atlanta before heading north to MetLife Stadium, which sits in New Jersey but is within touching distance of New York City. Argentina then wraps up group play in Miami, where Messi plays his club soccer.

Beyond that, the quarterfinals will take place in Houston; Arlington, Texas; Glendale, Arizona; and Las Vegas. The semifinals will take place at MetLife Stadium and in Charlotte, North Carolina, while the final takes place in Miami. That, combined with the tournament bracket, would mean Messi would also play in Houston before suiting up for a second match in New Jersey and South Florida—assuming favorites hold and Argentina reaches the title match.

And, on the subject of Messi, it's reasonable to believe that he'll be taking part in the tournament. While, at 36, he is no longer a young man, he's under contract with Inter Miami until December 2025. That would suggest that he's capable of taking the pitch next summer.

Could an injury change things? Of course, but it would take a serious problem to keep an all-time elite talent off of the tournament squad. Even if you're just bringing Messi along as an emergency, it's tough to imagine Argentina chasing a trophy without their talisman.

High Stakes Should Mean High Ticket Prices

Messi playing games in the United States may not be as novel as it once was, but the forward, after all, now plies his trade in MLS. That makes him, in theory, more accessible to American fans than ever before.

At the same time, though, those MLS games suggest that it will cost you a pretty penny if you want to see the superstar.

As CNBC noted in August, "Prices for late-season games in the U.S. have surged by over 1,700% on the secondary market, compared with last year." If you wanted to see Messi, you'd be shelling out Taylor Swift–level money.

And at the risk of painting with a broad brush, the appeal of those matches was Messi. Inter Miami languished at the bottom of the standings, finishing second to last in the Eastern Conference. Barring runs in the U.S. Open Cup and the Leagues Cup, the club didn't really provide much to cheer about.

But, even with those mitigating factors, fans wanted to see Messi.

So now imagine that same appeal of seeing him but you're doing so in an international tournament. And instead of playing alongside his MLS teammates, he's playing alongside his World Cup–winning Argentina teammates with both national pride on the line and a major trophy.

Sounds a bit more appealing, doesn't it? And the stakes will only get higher as Argentina (presumably) advances out of the group and pushes toward the final. That should raise the prices, even though the games are taking place in sizable NFL stadiums rather than more modest MLS venues.

"Messi's arrival in the U.S. has transformed the soccer landscape, creating a surge in fan engagement and ticket sales," Oliver Marvin, director of business operations at SeatGeek, told Newsweek via email. "Looking ahead to the 2024 Copa America, we expect a similar, if not greater, level of enthusiasm. Fans are eager to witness Messi live on the international stage, and we're gearing up for strong demand for tickets."

And while there are still some details to work out—groups are yet to be drawn and the tournament itself is months away—you might want to start saving now. Even in the United States, the prospect of seeing Lionel Messi chase what could be his final international trophy should be a pricey proposition.