Lionel Messi and Inter Miami's global tour of exhibition games have had a rather messy start, attracting more bad PR than positive attention. The tour, aimed at promotion and marketing, sought to establish a new brand using renowned stars like Messi and Luis Suarez. However, the results on the field have not been impressive, with the team being outscored 12-7 in five matches so far.
The tour has taken Inter Miami from El Salvador to Dallas, then Saudi Arabia, and most recently Hong Kong. Their next destination is Tokyo's National Stadium, where they will face Vissel Kobe on Wednesday. The final stop is a match on February 16 in Florida against Newell’s Old Boys, Messi's boyhood club and a potential future destination for the Argentine star before retirement.
One notable setback for the tour came in Hong Kong, where Inter Miami secured a 4-1 victory over the local team. However, angry fans disrupted the celebration by holding up signs demanding a refund and booing because Messi and Suarez were absent due to injuries. Both players, aged 36 and 37 respectively, have been increasingly prone to nagging injuries.
According to John Grady, a sports law professor at the University of South Carolina, the high expectations generated by the marketing hype surrounding the event, coupled with government subsidies, have resulted in disappointment when marquee players fail to appear as advertised. Despite the awareness that these exhibition games hold no significance in the standings, fans continue to pay high prices to attend, echoing the Latin mantra of caveat emptor, or 'let the buyer beware.'
As more football teams recruit elite talent with large followings, especially on social media, the non-appearance of star players leads to fan outrage and poses significant public relations challenges, Grady explained.
Following the Hong Kong match, Inter Miami coach Gerardo Martino issued an apology for Messi's absence, acknowledging the disappointment of the fans. Martino expressed the team's desire to have utilized Messi and Suarez in some capacity but cited the risk of exacerbating their injuries as the reason for their absence.
In preparation for their Major League Soccer (MLS) season opener on February 22, Inter Miami finds itself grappling with uncertainties regarding Messi's availability for the match against Vissel Kobe. While fans eagerly anticipate seeing Messi in action in Japan, it remains to be seen whether the 34-year-old superstar will feature and, if so, to what extent. Ultimately, the decision will rest with Messi himself.
As Inter Miami gears up for their practice session on the outskirts of Tokyo, they face the challenge of unfavorable weather conditions, with snow in the forecast. However, game day is expected to bring sunny skies albeit freezing temperatures at kick-off.
With the tour thus far yielding more negative experiences than positive ones, Inter Miami will hope for improved performances in their upcoming matches. Successfully managing fan expectations and ensuring the presence of marquee players will be crucial to avoiding further public relations headaches. Only time will tell if this global tour can ultimately achieve its intended goals of building a new brand for Inter Miami through the illustrious presence of Messi and his fellow stars.
