The Power Of Messi: Inter Miami, Royal Caribbean Sign ‘Unprecedented’ Partnership’

By Barry Janoff

August 25, 2023: The arrival of Lionel Messi to MLS club Inter Miami CF has not only translated into victories on the pitch but major marketing pitches, as well.

The latest: Royal Caribbean International and Inter Miami CF have signed what was called “an unprecedented, multi-year partnership that will combine the passion and commitment of the respective powerhouses in vacations and sports.”

Royal Caribbean will become a main partner and "official vacation partner" with Inter Miami.

Financial terms of the alliance were not released.

"We are proud to partner with Royal Caribbean, an iconic Miami brand," Jorge Mas, Inter Miami CF managing owner, said via the team.

“As a global leader in the cruise industry, Royal Caribbean shares Inter Miami's innovative drive. Together, we will set the standard for the future of sports partnerships."

Royal Caribbean offered a preview of its platform on July 16 when Messi made his first appearance in DRV PKN Stadium as a member of Inter Miami during a ceremonial evening, “The Unveil/La PresentaSíon,” by Royal Caribbean.

Inter Miami has some 40 marketing partners, led by jersey front XBTO, DRV PNK Stadium naming rights partner AutoNation, adidas, Baptist Health, Florida Blue Cross and Blue Shield and Heineken.

Partners also include BodyArmor, Cafe Bustelo, Captain Morgan, Coca-Cola, Continental Tires, Procter & Gamble, Publix Supermarkets and Ticketmaster.

Since Messi's arrival, the team has won the Leagues Cup championship, in September will play for the Lamar Hunt U.S. Open Cup and has filled DRV PNK Stadium, venues on the road and driven national media interest and TV ratings.

Currently situated out of the MLS playoffs, Messi and Miami have 12 games — including a road game against the New York Red Bulls Aug. 26 — to improve their status.

This past year, Messi earned $130 million total, with $65 million from off-field deals, second only to Cristiano Ronaldo ($136 million total earnings/$90 million off-field, according to Forbes.

Among Messi’s lead partners is adidas, which has been a MLS partner since the league’s inception in 1998.

Messi also has deals that include PepsiCo brands Pepsi, Gatorade and Lay’s; Anheuser-Busch, MasterCard and South Florida-based Hard Rock International.

The Inter Miami-Royal Caribbean partnership will include stadium LED, in-game content, fan zone activations and presence on the club's digital and social platforms.

In addition, there will be local initiatives in South Florida, “building on Royal Caribbean's decades-long track record of celebrating and contributing to the destinations its ships visit and Inter Miami's commitment to harnessing the power of fútbol to do good since the club's inception.”

"Royal Caribbean and Inter Miami have won the hearts and minds of fans from around the world," Kara Wallace, svp and CMO, Royal Caribbean International, said via the company.

"Together as partners, the possibilities to reach more dreamers and adventurers are exponential from ship to pitch."

According to Jason Liberty, president and CEO, Royal Caribbean Group, via the company, "Royal Caribbean started in Miami more than 50 years ago, and we have always had heart and passion for our community. It's been exciting to see Inter Miami's success, including their recent Leagues Cup title, energize South Florida."

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