Having left PSG as a free agent and Europe to pursue the American dream, the Argentine icon aims to enhance his reputation in the USA and tap into a new market.
According to Twellman, Messi and his team’s plan for him to become the next Michael Jordan can only be achieved in the United States.
Twellman told The Mirror: “The Messi people in the group have asked the question for the last two or three years, ‘How can Lionel Messi become the next Michael Jordan?’ And people over here don’t understand what that means. PSG wore the Jordan brand, that is a basketball player in the United States that transcends sport, Michael Jordan. Messi’s people have asked the question, ‘ How can he become the next Michael Jordan?’
“The only place to do that is the United States of America. They know that. The World Cup’s there in 2026, Copa America is there in 2024. Apple TV’s got the documentary along with Major League Soccer events. He and his family want to live in Miami. A lot of that was lined up for him and his people to answer that question or how he becomes the next Michael Jordan.”
Twellman suggested that even though Messi initially said he won’t play in the 2026 World Cup, the proximity of the tournament will likely play a factor in his decision. By settling in Miami, Messi reduces travel time for Argentina matches and positions himself to be a prominent figure in the sports market for years to come.
He said, “Now, he has said he’s not going to play in the World Cup in 2026. Would it surprise anyone if he does? Nope. Because he’s going to be there. He’s going to see it. The travel to play for Argentina now is just cut in half because he’s not travelling around the world now. So there’s a lot of things that are going to play a factor in that. But he wants to be a brand when he’s 50, 60, 70 years old. And I think he made the calculated decision on the backs of Apple TV, adidas, and Major League Soccer of saying, ‘I want to be the next Michael Jordan, I want to be the Michael Jordan in the sport of soccer’. And it’s still an untapped market. I don’t care what anyone says, how far we’ve grown in the United States. It’s still an untapped market and he’s going to be the brand for the next two-and-a-half to three years that everyone talks about as an Inter Miami player, that’s hard to calculate.”
Messi’s recent contract with Inter Miami, extending until the end of the 2025 MLS season with an option for 2026, opens the possibility of helping Argentina defend their global crown in North America. Since his arrival, he has already made an impact, attracting A-list audiences to DRV PNK Stadium and scoring five goals in just three appearances.
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