Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Soccer has been growing in popularity in the U.S.—thanks, in part, to a dominant women’s national team. But as any good marketer knows, a celebrity can change the game.
On July 15, Inter Miami CF announced the signing of 36-year-old global phenomenon Lionel Messi to a contract that runs until the end of the 2025 Major League Soccer season. It’s an understatement to say the deal has raised people’s interest in the league, making it more attractive to advertisers and the platforms that carry the matches, including Apple TV+ and Max.
Average monthly web searches for “Lionel Messi” in the United States during July and August, for example, increased more than 350% compared with the same time last year.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in