Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a account? Log In

Messi: Massive in Miami

Ezra Carmel
September 13, 2023
Messi: Massive in Miami

This past July, Lionel Messi made waves when he left nearly two decades of playing soccer  – football to most of the world – in Europe and took the field for Inter Miami CF. Having played on the sport’s biggest stages and in its biggest venues, Messi will now call Ft. Lauderdale’s modest DRV PNK Stadium home. We dove into the data for the venue in order to take a closer look at how Messi’s arrival stateside has already impacted visitation to Inter Miami’s matches. 

Football Meets Foot Traffic

Messi’s move has brought a significant boost to Inter Miami’s DRV PNK Stadium. On July 16th, 2023 Messi arrived at the venue for a special welcome event to the excitement of the hometown crowd and international media – providing the stadium with its largest visit spike of the year. Since then, Messi’s presence on the pitch has drawn sell-out crowds to Inter Miami’s home matches.

Compared to DRV PNK Stadium’s daily average visits from January to August 2023, matchdays with Messi on the roster have seen foot traffic spikes well above all previous Inter Miami home games this season – and all other events at the stadium, too. 

In anticipation of Messi’s arrival, DRV PNK Stadium added new seating areas to accommodate the fan following of the high-profile athlete until a new, larger stadium can be built. In the interim, it appears that the venue’s decision to expand DRV PNK’s visitor capacity has paid off and fans eager to catch a glimpse of the superstar are filling the stands.

Football Far From Home

Diving deeper into the location analytics for DRV PNK Stadium revealed that fans aren’t just filling the venue. Since Messi’s mid-July 2023 arrival, they’re also traveling further to see Messi play. 

Between July 15th and August 31st 2023, Inter Miami’s DRV PNK Stadium had a greater share of visitors who lived 10-30 miles and over 50 miles away when compared to the same period the previous year. This indicates that more attendees from nearby big cities within a 30-mile radius – like Boca Raton, West Palm Beach, and Miami – are traveling to games at the stadium in Ft. Lauderdale. It also appears that a larger share of fans outside of South Florida are making the trip, which suggests that Messi has expanded Inter Miami’s fandom to new markets.

Football’s Future

Messi’s impact on South Florida sports is only just beginning. Inter Miami’s management is already weighing the possibility of the club playing some upcoming games at the larger Hard Rock Stadium – home of the NFL’s Miami Dolphins – in order to accommodate a growing fanbase. Messi’s Miami move also has the potential to pave the way for more European superstars to join Major League Soccer in North America, which could boost attendance figures for the sport nationwide.

‍For updates and more data-driven foot traffic insights, visit

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Free
Oops! Something went wrong while submitting the form.
Pent-Up Demand Ahead of October Sales Events
4 Strategies Retailers are Using to Drive Traffic to Their Venues
5 Key Regional Grocery Players Impressing in 2023
Upscale Kitchenware Trending Up
Costco Finds More Room for Growth
Four C-Store Chains Making an A-Grade
National Parks + Outdoor Summer Activities
Diving Into Darden: Summer 2023 Update
The Summer Event Effect
Messi: Massive in Miami
Looking Back on Back to School 2023
The Anchor Recap: August 2023 Office Index: August 2023 Recap Mall Index: August 2023 Recap White Paper Recap: August 2023
Starbucks Pumpkin Spice Latte Strikes Again
Big Scoop: We All Scream For Ice Cream
Sports Away: Lululemon & Nike’s Momentum Continues
Summer Visits Heat Up For Recreation and Outdoor Gear Chains
No CSS overwrite - July 2023 Office Index Recap
Staging - August 2023 Mall Indec
Mid-Atlantic Grocery Deep Dive
Experiential Chains Heating Up This Summer
Petco Goes Big by Going Small
Ulta Beauty: Leading the Discretionary Pack
Discount and Dollar Chains Continue to Thrive
Summer of Sports: DICK’s Sporting Goods and Hibbett Sports
Off-Price: Succeeding Into Summer
The Anchor Recap: July 2023
Superstores Maintaining Pandemic Gains Amidst Economic Headwinds
2023: Home Improvement at the Halfway Point
July 2023 Office Index Recap Mall Index: July 2023 Recap
widget test
The Taylor Swift Visit Lift
Southwestern Grocery Dive
July 2023 White Paper Recap: Halfway Point Review & Quarterly Index
Yum! Brands: Driving Dining Visits
Slurpees and Summer Movies Stimulate Consumer Foot Traffic
Cool Beans: Summer Coffee Update
Checking In on Back to School 2023
Crocs and New Balance Tip The Scales
Burger Bliss: Shake Shack and In-N-Out Stacking Visits
Chipotle & McDonald's Continue to Reign Supreme
Vibenomics and Partner to Enhance Retail Media In-Store Measurement
California Grocers Here We Come!
Marriott’s Different Audiences
Bonchon and Kura Sushi Thrive in the Fast-Casual Scene
A Shoe In: Footwear Climbs to the Top
Cheers! Raising a Glass to Beverage Retail Office Index: June 2023 Recap Mall Index June 2023 Recap – A Turn of the Tide and a Dive into Open-Air Lifestyle Centers
Local Kitchens: Redefining the Restaurant
Unlocking Urban Insights: The Value in Manhattan’s Employees
Ohio State Parks On The Rise
How is Inflation Impacting the High-Income Shoppers?
Five Fast-Growing Dining Chains
What To Expect From Prime Day and July Sales Events in 2023
The State Of Fashion: How Are Apparel Retailers Faring in 2023?
2023’s Latest Dining Success Story: GEN Korean BBQ House
The NBA Finals: A Location Intelligence Perspective
Moving the Market: The Impact of Domestic Migration on Housing Costs
Post-Pandemic Museum Update
The Darden-est Things
The Enduring Demand for Urban and Suburban Retail
Leveraging Data to Evaluate the Impact of Municipal Investments
Trader Joe's Success Amidst Food Inflation and Changing Consumer Behavior Office Index: May 2023 Recap
Fitness at its Fittest: Staying Strong in 2023
Movie Theaters, Off-Price, and Home Improvement: May 2023 Recap Mall Index - May 2023 Recap
What’s Working for Bath & Body Works?
Why Are Specialty Grocers Thriving in 2023?
The CAVA Craze: A Location Intelligence Perspective on the Mediterranean Marvel
How Will Primark’s US Expansion Impact Target?
All Eyes on Eyewear
Northwestern U.S. Grocery Dive
Return of the Lunch: Salad Chains Are Thriving
Retail Media Networks – Off the Beaten Track
Bet Your Bottom Dollar: Discount and Dollar Stores Drive Foot Traffic
Ulta & Lululemon: Discretionary Spending On The Up
The Score After Q1: Sporting Goods Chains
Who Uses NYC Airports: Biting Into The Big Apple’s Main Transport Hubs
Off Price: Strength in The Face of Retail Challenges
Visits Improve for Home Improvement
Walmart, Target & Wholesalers in Q1 2023 – The Return of Mission-Driven Shopping?
Department Store Roundup: Q1 2023 Office Index: April 2023 Recap Mall Index, April 2023 – A Rebound on the Horizon?
How Will Bed Bath & Beyond’s Bankruptcy Impact the Retail Space?
Buffet Restaurants: Filling Up on Foot Traffic
Thrift Stores: Vintage Visits Drive New Age in Apparel
The Windy City: A Hub of Post-Pandemic Opportunity
Diving into Dining Traffic - Q1 2023
Bring On The Joe
A Dollar (or more) For Your Thoughts: Five Below and pOpshelf
Dining Out With The Cheesecake Factory
Retail Foot Traffic Recap – March 2023
Digging Into 2023: McDonald’s and Chipotle Update Office Index: March 2023 Recap