In the case of Inter Miami, Messi's signing has catapulted the team into a new era in terms of online presence and social media relevance: their Instagram account has grown more than sixfold in just two weeks, surpassing 8 million followers.
According to Enan López de Freitas, "Messi's ability to attract followers and engagement worldwide is one of the greatest records in the history of social media."
Furthermore, the Messi Effect has also influenced other teams and players on social media. While Inter Miami has experienced exponential growth, PSG has suffered a historic decline, losing over 6 million followers in one go.
Check out the report on how many fans Inter Miami has today
Messi Effect: Inter Miami is now the fifth sports team with the most followers in the USA
Marcelo Maurizio: Messimania has achieved something incredible for the sport in the United States: Inter Miami has become the fifth team with the most followers on Instagram. Messi + Miami is now called Messiami, or also the #MessiEffect or Messimania, and it is already a significant cultural, economic, and sporting factor not only in Florida or Miami but throughout the country and the entire American continent because today the biggest football star, the most beloved and charismatic, plays in the MLS.
Messi's influence is unparalleled in the world, according to Enan López de Freitas.
In this sense, Messi's influence on Instagram and other platforms is an invaluable opportunity for the club, not only in terms of visibility but also to promote the values of football and connect with fans from all over.
"This phenomenon demonstrates the power that prominent players have on social media and how they can influence the visibility and online success of teams. Football clubs and other sports organizations are now increasingly aware of the importance of digital media and user engagement to increase their online presence and strengthen their fan base," concludes López de Freitas.
Changes in the digital strategies of Messi's sponsor brands
After Lionel Messi's move to Inter Miami, his influence on sponsoring brands such as Adidas and Lays has experienced a significant boost on social media. The transfer of the renowned Argentine player to Major League Soccer (MLS) has generated great interest among users and fans, which has had an impact on brands associated with his image.
"Adidas has seized the enthusiasm generated by Messi's arrival in the United States to promote its products related to the player, especially on its digital channels," explains Enan, adding, "the latest posts on their social media featuring the player have increased interaction and brand visibility".
Likewise, Lays has used the player's move to Miami as an opportunity to amplify its presence on social media. Through collaborations and joint campaigns with Inter Miami, Lays has sought to maintain its association with Messi and has created promotional content that has generated high levels of user participation and engagement online.
"This phenomenon reinforces the idea that renowned players like Messi have a significant impact on the brands that sponsor them" states the digital marketing expert. And concludes, "The ability to quickly adapt to changes and seize emerging opportunities, such as Messi's transfer, is crucial to maintaining a relevant presence and maximizing the impact on social media".
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