By Chloe Agas | 11/04/2024

In a 2014 interview with USA Today, David Beckham said that he was excited by the prospect of having a team within the MLS.

“I like a challenge,” the former midfielder said. “As soon as this city (Miami) was mentioned as an option, it felt right to me.”

Inter Miami CF was founded as the 25th team to be established in Major League Soccer by a group of investors, including former player Beckham. Beckham played for the LA Galaxy in the MLS in 2007 and became the first franchise player in the league.

Since then, the organization’s strategic communications and marketing efforts have continued to be a driving force in the team’s rising prominence, growing fan base, and increased viewership for the MLS franchise.

With the star-studded signings of Lionel Messi, Luis Suarez, Jordi Alba, and Sergi Busquets, alongside inclusive and audience-oriented business strategies, Inter Miami CF continues to be a benchmark for sports marketing.

Teammates Lionel Messi, Luis Suarez, Jordi Alba, and Sergi Busquets. *Getty Images*

The Branches of Communications and Marketing in Inter Miami’s Identity

The growth of Inter Miami CF can be drawn out as a gauntlet, with each significant factor and event representing the infinity stones.

First Stone: Multicultural Appeal

The club is based in the city Miami, Florida, which is home to a flurry of multicultural identities. A recent month-long campaign with Espolòn Tequila celebrating and highlighting Hispanic Heritage Month demonstrates the club's appeal to its audience of various ethnicities.

Inter Miami’s roster encompasses a total of 20 players of Latin American and Spanish origin, reflecting how the club defines as a “true reflection of South Florida’s rich cultural landscape.”

Through the communication department’s carefully curated press releases and announcements across Inter Miami’s social media platforms and website, the club continuously connects and resonates with its audience through cultural influence, keeping it identity-centric.

Through a branding strategy that embraces Miami’s diversity and identity, this allows the club to stand out uniquely not just within the MLS, but also in the international sports market.

Second Stone: High Profile Players

Lionel Messi is arguably one of—if not the best—soccer players in the history of sports. After rumors of him moving to Inter Miami circulated in early 2023, the Argentinian made his move permanent as a free agent at 37. Messi then debuted in the MLS on July 21st of the same year in the League Cup and scored ten goals in seven games in the same tournament.

However, Messi’s move to the Florida native club also drastically changed the landscape of the MLS.

MLS Commissioner Don Garber stated that Messi is a catalyst to shifting the future potential of the league as a whole.

“Here we are today with a player that I think, without doubt, is not only a generational player but in my opinion the greatest of all time,” Garber said. “Went through a process throughout his decision-making period over the last number of months, if not the last year, to determine where he was going to play. Many of you have heard us say that we want MLS to be a league of choice, a league of choice for players, for fans, for partners, and ultimately for investors.” (Source: APNews.com)

Third Stone: Social Media and Partnerships

An example of a partnership that is prevalent in sports marketing is Spotify and Nike's partnership with FC Barcelona. The partnership with Spotify can be seen in every signature El Clasico matchup between the Catalonian-based club and Real Madrid CF, with various artist logos on the players’ jerseys, from Drake to Coldplay.

Inter Miami's sponsors include big names such as Royal Caribbean, Celsius, Chase, and Audi. However, its sponsors also include a variety of Latin American businesses, demonstrating inclusiveness and diversity in its prospects.

Inter Miami signs Royal Caribbean as sponsor. Getty Images

Brands include Espolòn Tequila, Claro, and Trapiche. On the team’s website, people can overlook information about each partner and view more details about the various associations and purposes that the club does with each partner, demonstrating a sense of transparency and presence.

Brands aside, Inter Miami’s social media accounts present an archipelago of content that curates to the clubs fans. For example, the club uploads matchday photos, with some posts featuring Lionel Messi as the first photo, which appeals to audiences on a wide age range because let’s be real – everyone knows Messi.

By curating content that resonates with its audience, Inter Miami achieves continuous growth on its pages through behind-the-scenes content, highlight reels, and real-time updates of team practices and other affairs. The social media pages also expand to a platform in which younger fans are also able to engage with content. With platforms engrossing millions of followers, this not only contributes to the club’s growth but also the growth of the MLS league, drawing in more people through its analytical, appealing content.

Conclusion

In consideration of Inter Miami’s communications and marketing gauntlet, the three infinity stones make up for how Inter Miami continues to grow not only as a club but also how it catalyzes the appeal of the MLS internationally.

Through accessibility, inclusivity, and social media activity, the club utilizes various outlets to make its presence known as the MLS continues to grow its prevalence.

The Spark Behind Inter Miami CF