2023-07-30 07:38:32
Lionel Messi walks in the chef’s shirt through the Hard Rock kitchen. As he gives directions, he watches as his helpers cut the tomato, wash the lettuce, and bake the bread. Everything goes perfectly, almost like his first games at Inter Miami. But none of that is football: it is the that the famous restaurant chain launched to promote its new product, the Chicken Sandwich “à la Messi”. It is just one of the many commercials or marketing or strategies that the Argentine star stars – or will star in – in multinationals in the United States, the country that not only hired him to empower Major League Soccer, but also as part of a strategy that It exceeds Inter and that league, and that it has more to do with the organization of the next 2026 World Cup in North America.
The Messi + United States equation is giving faster results than expected. Total bull market, some people would say under the epochal influence of the liberal Carlos Maslatón. In a few weeks, the Argentine had already become part of the landscape and the idiosyncrasy of Miami: the luxury cars, the dinners, its musical shows, its stridency, the American dream turned into a soccer dream, something that almost no American knows very well. well what it is because soccer has always been something distant, although Messi brings it closer than anyone ever did in history. He arrived and with him came other glories of the 21st century, such as Sergio Busquets, Jordi Alba and possibly Andrés Iniesta.
Several months ago, when Messi’s future seemed to be decided between his return to Barcelona or the powerful Saudi offer of 440 million dollars a year, several American sites circulated that the MLS was planning a strategy to bring Messi with the horizon set on the Cup. of the World that the United States will organize along with Mexico and Canada. The strategy, apparently, worked.
In Miami and other cities in the state of Florida, the Argentine appears everywhere in the form of billboards, posters and murals. “That is going to be a revolution. Of course it will impact the economy. The connection between Argentina and Miami is going to be much stronger”, estimated the former consul in Miami Leandro Fernández Suárez on the LPO website of the United States. That is already happening.
If there is a Messimania among fans, there is also an Messimania: Hard Rock is the norm, not the exception. This chain is joined by Apple –owner of the MLS television rights–, the crypto giant and sponsor of Inter Miami XBTO, the Public supermarket (where Messi went with Antonela and her children to buy, which led to an indirect promotion of that network of stores) and the transportation company Brightline. Also Adidas, which sells the pink and black jersey for $160, but said this week that it can’t keep up with the huge demand generated by Lionel’s introduction and debut. “It is a fact that is truly unprecedented,” reported the multinational of German origin. Only by October might they deliver the shirts that are reserved these days.
The Messi phenomenon overwhelms even him. In Hialeah, where Lionel Scaloni and Claudio Tapia will give a conference on August 15 to announce another AFA campus in the United States –the first, already advanced in its construction, is in North Bay Village–, there is a giant mural that says “ Welcome Messi.” Messi hasn’t gone there yet, but those who organize this event are enthusiastic regarding that day: on the 15th, when he drives on the highway, as happens in every corner of the state, it will be impossible not to see his face.
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