美國財(cái)富雜志發(fā)文詳細(xì)分析梅西對(duì)美國職業(yè)大聯(lián)盟以及邁阿密國際帶來的巨大經(jīng)濟(jì)效益

《Lionel Messi is bringing an absolutely enormous pile of money into American soccer and MLS》《梅西為美國足球和 MLS 帶來了巨額財(cái)富》

來源：<FORTUNE>財(cái)富雜志?

作者：PAOLO CONFINO

翻譯：@DeMess1Cafe
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The Messi effect is here and it’s starting to look massive. Apple CEO Tim Cook is thrilled with it, saying he “could not be happier with how the partnership is going,” while Inter Miami owner Jorge Mas is beaming as his club’s Instagram has grown to 14 million followers, more than any NFL, NHL or MLB team.?

And if you want to catch Lionel Messi in your town, be prepared to pay upwards of $600 for a ticket—maybe double that.The exact numbers are hard to pin down because much of the data is either not publicly available, or not available yet. But it is starting to look as if Messi’s new deal with Major League Soccer’s Inter Miami, for between $50 million to $60 million and including revenue sharing agreements with league sponsors Apple and Adidas, is just the tip of the iceberg. (The arrangements with Apple and Adidas are meant to reflect the full amount of money Messi brings into the league and its sponsors.)

【梅西效應(yīng)】已經(jīng)出現(xiàn)，而且影響越發(fā)顯現(xiàn)。蘋果公司首席執(zhí)行官蒂姆·庫克（Tim Cook）對(duì)此興奮不已，他說：“我們的合作進(jìn)展得非常順利”。而邁阿密國際的老板豪爾赫·馬斯（Jorge Mas）則喜笑顏開，因?yàn)樗木銟凡吭贗nstagram的粉絲已增至1400 萬，超過了任何一支美國職業(yè)橄欖球大聯(lián)盟（NFL）、北美職業(yè)冰球聯(lián)盟（NHL）或美國職業(yè)棒球大聯(lián)盟（MLB）的球隊(duì)。

如果您想在自己的城市觀看梅西的比賽，請(qǐng)準(zhǔn)備好600美元以上的門票，甚至翻倍。準(zhǔn)確的數(shù)字很難確定，因?yàn)楹芏鄶?shù)據(jù)要么沒有公開，要么尚未公布。但現(xiàn)在看來，梅西與美國職業(yè)足球大聯(lián)盟邁阿密國際足球隊(duì)簽訂的新合約（價(jià)值5000萬至6000萬美元，包括與聯(lián)盟贊助商蘋果公司和阿迪達(dá)斯公司簽訂的收入分成協(xié)議）似乎只是冰山一角。(與蘋果和阿迪達(dá)斯達(dá)成的協(xié)議旨在反映梅西為聯(lián)賽及其贊助商帶來的全部收入）。

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Apple, the broadcast partner for MLS, has a streaming platform dedicated to the league, which gained 300,000 subscribers in July, the same month Messi announced he would be joining Inter Miami, bringing its total to one million, according to Sports Business Journal. MLS Season Pass, as it’s known, costs $99 a year, suggesting that a 300,000 subscriber increase is bringing in $29.7 million. This is not a straightforward calculation, however, owing to promotions with T Mobile and LG, and MLS season ticketholders get the service for free.

MLS currently has an estimated 420,000 season ticketholders, according to World Soccer Talk, but it’s clear that a lot of money is coming in. Earlier this month, Mas said subscribers to MLS Season Pass had more than doubled since Messi joined the MLS, suggesting it’s now around 1.4 million subscribers.MLS did not provide a specific number for MLS Season Pass subscribers, saying only that they have more than doubled since Messi joined the league. It did not respond to a question regarding leaguewide season ticket holders.

Streaming is not the league’s only distribution channel, either. In a savvy move, MLS hasn’t just focused on live broadcasts but also on how it packages and distributes highlights on social media. Other sports leagues often have to limit the geographies in which people can view the highlights they post to social media, but the global nature of the MLS broadcasting deal with Apple doesn’t have the same restrictions. For example, Messi’s first goal for Inter Miami against Cruz Azul got more than 214 million social media views and around 14 million impressions, according to the analytics company Zoomph. This reach, previously unthinkable for MLS, illustrates the extent to which Messi’s presence is a boon for media partners and advertisers alike.

據(jù)《Sports Business Journal》報(bào)道，在梅西宣布加盟邁阿密國際的同一個(gè)月，蘋果公司作為MLS 的轉(zhuǎn)播合作伙伴，專門為聯(lián)賽提供了一個(gè)流媒體平臺(tái)，該平臺(tái)在 7月份增加了 30萬訂閱用戶，使其訂閱用戶總數(shù)達(dá)到了100萬。據(jù)了解，MLS 季票的年費(fèi)為 99美元，這意味著30萬訂閱用戶的增加將帶來 2,970萬美元的收入。不過，這并不是一個(gè)簡單的計(jì)算結(jié)果，因?yàn)門 Mobile 和 LG 都有促銷活動(dòng)，而且 MLS 季票持有者可以免費(fèi)獲得該服務(wù)。

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根據(jù)World Soccer Talk 的數(shù)據(jù)，MLS目前估計(jì)有 42萬名季票持有者，但顯然有大量資金正在流入。本月早些時(shí)候，馬斯表示，自從梅西加入MLS 后，MLS 季票的用戶數(shù)量增加了一倍多，目前約有140 萬用戶。MLS 沒有提供 MLS 季票用戶的具體數(shù)字，只是說自從梅西加盟后，用戶數(shù)量增加了一倍多。對(duì)于有關(guān)全聯(lián)盟季票持有者數(shù)量的問題，MLS 沒有做出回應(yīng)。

流媒體也不是聯(lián)盟唯一的分銷渠道。作為一項(xiàng)精明的舉措，MLS 不僅關(guān)注現(xiàn)場直播，還關(guān)注如何在社交媒體上包裝和發(fā)布精彩片段。其他體育聯(lián)盟通常不得不限制人們在社交媒體上觀看他們發(fā)布的集錦的地域范圍，但MLS與蘋果公司達(dá)成的全球轉(zhuǎn)播協(xié)議卻沒有同樣的限制。例如，根據(jù)分析公司Zoomph的數(shù)據(jù)，梅西在邁阿密國際對(duì)陣墨西哥藍(lán)十字隊(duì)的第一個(gè)進(jìn)球在社交媒體上獲得了超過2.14億次瀏覽和約1400萬次點(diǎn)贊，這種影響力在以前的MLS是無法想象的，它說明了梅西的存在對(duì)媒體合作伙伴和廣告商的促進(jìn)作用。

Messi’s impact extends to live viewership as well, as fans flock to stadiums around the country for the chance to see him play in person. With virtually every Inter Miami game already sold out, fans have to rely on the secondary market, notorious for upcharging buyers. Prices for tickets to Inter Miami games have risen 1,700% on the resell market, according to CNBC. Tickets for Inter Miami’s game against the New York Red Bulls on Saturday run from $425, in the corner of the upper deck, to a package of four VIP tickets going for just north of $50,000, as listed on Vivid Seats at the time of publication.A few weeks ago, as Messimania swept MLS in late July, the Chicago Fire reported gameday revenue for its home game against Inter Miami that equaled the income from all its other home games combined, according to a report from The Athletic.

In just two months since Messi has joined the league, he has generated at least $265 million in primary ticket sales, in addition to the new MLS Season Pass subscriptions mentioned above, according to Fortune’s calculations. The complete picture of his financial impact is likely much higher given that the number of jerseys sold and tickets resold on the secondary market are not yet known, if they ever will be. (Note: To calculate the estimated primary ticket sales, Fortune used an average ticket price of $487, as reported for Messi’s Inter Miami debut, assumed a sold out crowd of 19,100 for 10 home games, and 29,220 for 10 away games derived from the mean capacity of all the stadiums where Inter Miami will play before the end of the season, as listed on their respective websites.)?

梅西的影響力還延伸到了現(xiàn)場觀眾，全國各地的球迷蜂擁而至，只為親眼目睹梅西的比賽。由于邁阿密國際隊(duì)的每場比賽門票幾乎都已售罄，球迷們不得不依賴二級(jí)市場，而二級(jí)市場因向買家抬高票價(jià)而臭名昭著。據(jù)CNBC報(bào)道，在轉(zhuǎn)售市場上，邁阿密國際的比賽的門票價(jià)格已經(jīng)上漲了1700%。根據(jù)Vivid Seats網(wǎng)站發(fā)布的信息，本周六邁阿密國際對(duì)陣紐約紅牛隊(duì)的比賽門票價(jià)格從上層角落的425美元到四張VIP套票的5萬美元不等。幾周前，當(dāng)梅西狂熱在七月下旬席卷美國職業(yè)足球大聯(lián)盟（MLS）時(shí)，據(jù)The Athletic報(bào)道，芝加哥火焰隊(duì)主場對(duì)陣邁阿密國際隊(duì)的比賽當(dāng)天的收入相當(dāng)于該隊(duì)其他所有主場比賽收入的總和。

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根據(jù)《財(cái)富》雜志的計(jì)算，在梅西加入聯(lián)盟后的短短兩個(gè)月內(nèi)，除了上述新的MLS 季票訂閱外，他還創(chuàng)造了至少2.65億美元的主場門票銷售收入。由于球衣銷售量和球票在二級(jí)市場上的轉(zhuǎn)售量尚不得而知，因此他所帶來的經(jīng)濟(jì)效益可能要高得多。(注：為了計(jì)算預(yù)估的門票主要銷售情況，《財(cái)富》雜志采用梅西在邁阿密國際首秀時(shí)的平均票價(jià)487美元來計(jì)算主要門票銷售額，并假設(shè)10場主場比賽的售票人數(shù)為 19100 人，10場客場比賽的觀眾人數(shù)為29220人，這是根據(jù)邁阿密國際在各自網(wǎng)站上列出的所有球場在賽季結(jié)束前的平均座位數(shù)計(jì)算得出的。）

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The huge numbers of fans filling MLS stadiums translate to more than just gate receipts. They also buy concessions, parking passes, and more than anything else merchandise. That means Messi jerseys are likely being worn by a 10-year-old in a city near you at an MLS game. Inter Miami and Adidas, the MLS’s shirt sponsor, said in July that orders for number 10 Messi jerseys are backlogged through October.

A Messi Inter Miami jersey is the most expensive on Adidas’ website, costing a staggering $180, or double the $90 that fans would have to shell out for Messi’s Argentina jersey from his World Cup-winning campaign in December. Adidas called the demand “unprecedented” and ESPN reported it was the fastest-selling jersey in the first 24 hours of release ever recorded. To put that in perspective, Argentina is one of the world’s great soccer nations, and has worn its “Albiceleste” white and sky-blue stripes for decades, while Miami’s deco-style pink has only been worn for five years, as the club backed by Mas and David Beckham has won the nickname of “The Herons.”

Messi’s contract, similar to that of his new partner Beckham, includes an equity stake in Inter Miami, according to Sportico. His share of the team could already be worth more than it was when he signed. Mas said he believed Inter Miami’s revenues would double within the first year of signing Messi. In 2022, the team had around $54 million in revenues, meaning that Mas’ projection would see the club bring in around $108 million this year. Mas also said he expects the team’s valuation to rise to as high as $1.5 billion over the same time frame. Institutional investors seem to be buying Mas’ excitement. Earlier this month, investment firm Ares Management pumped another $75 million into Inter Miami, bringing its total investments in the team to $225 million since 2021.

Simply put, Messi is box office, and right now, so is soccer in America.

大量球迷涌入美職聯(lián)比賽的體育場，帶來的不僅僅是門票收入。他們還購買特許經(jīng)營商品、停車證以及其他商品。這意味著，在你附近的城市，梅西的球衣很可能就穿在一個(gè)10歲孩子的身上。邁阿密國米和美職聯(lián)的球衣贊助商阿迪達(dá)斯在7月份表示，梅西的10號(hào)球衣的訂單已經(jīng)積壓到了10月份。

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在阿迪達(dá)斯的官網(wǎng)上，梅西的邁阿密國際球衣是最貴的，每件售價(jià)高達(dá)180美元，是梅西12月世界杯奪冠時(shí)阿根廷球衣售價(jià)90美元的兩倍。阿迪達(dá)斯稱這種需求是 "史無前例的"，ESPN報(bào)道稱這是有記錄以來球衣發(fā)布24小時(shí)內(nèi)銷售最快的一次。從這個(gè)角度來看，阿根廷是世界上最偉大的足球國家之一，幾十年來一直穿著"Albiceleste "白色和天藍(lán)色條紋球衣，而邁阿密的裝飾風(fēng)格粉色球衣只穿了五年，因?yàn)轳R斯和大衛(wèi)·貝克漢姆支持的俱樂部贏得了 "蒼鷺 "的綽號(hào)。

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據(jù)Sportico報(bào)道，梅西的合同與他的新搭檔貝克漢姆的合同類似，都包括在邁阿密國際的股份。他在球隊(duì)中所占股份的價(jià)值可能已經(jīng)比他簽約時(shí)的更值錢了，馬斯說，他相信在簽約梅西的第一年內(nèi)，邁阿密國際俱樂部的收入就會(huì)翻一番。2022年，球隊(duì)的收入約為5400萬美元，這意味著根據(jù)馬斯的預(yù)測，俱樂部今年的收入將達(dá)到約1.08億美元。馬斯還表示，他預(yù)計(jì)在同一時(shí)期，球隊(duì)的估值將升至 15 億美元。機(jī)構(gòu)投資者似乎也買了馬斯的賬。本月早些時(shí)候，投資公司Ares Management又向邁阿密國際注入了7500萬美元，使其自2021年以來對(duì)該俱樂部的投資總額達(dá)到了2.25億美元。

簡而言之，梅西就是票房，而現(xiàn)在，美國的足球也是如此。

——轉(zhuǎn)載自DeMess1Cafe博主