The much-touted global tour featuring Lionel Messi with his club Inter Miami has spiraled into a series of missteps and public relations fiascos, painting an unflattering portrait of what was intended to be a high-profile brand elevation exercise. The tour, which had stops that included El Salvador, Dallas, Saudi Arabia, and most recently Hong Kong, has been marred by poor results on the pitch and even worse responses from fans off it.
In Hong Kong, frustration boiled over as supporters clamored for a refund, their ire prompted by the absence of the main attractions: Messi and his teammate Luis Suarez. Despite Inter Miami's 4-1 victory, the win was overshadowed by the spectacle of disgruntled fans waving refund signs, and booing due to the nonappearance of the star players, due to injuries – a detail evidently adding to the notion that the athletes are on the wane. According to an AP report, the scoreboard throughout the tour reads a dismal 12-7 against Inter Miami, with a sole win to their credit.
Next on the agenda is a match at Tokyo's National Stadium against Vissel Kobe, but the anticipation is now likely tinged with skepticism. The tour is set to culminate in a match on February 16th in Florida against Newell’s Old Boys, Messi’s old haunt from his youth in Argentina. This game is being marketed with the sentimentality angle, hinting it might herald Messi's final bow before considering retirement. Yet, given the trajectory of the tour, one might wonder if it will restore some of the sheen lost in the previous events.
A post from AP on X reflects the sorry state of affairs, with the word "messy" being an understatement for the debacle that has unfolded. The intention behind the tour, to leverage the stardom of Messi and Suarez to foster a new brand identity for Inter Miami, has backfired, giving the club's PR team more trouble than triumphs, and leaving many to question the organization's planning and execution.
Lionel Messi’s global tour with Inter Miami has been very messy and a PR nightmare https://t.co/QakhJNrbKC
— The Associated Press (@AP) February 5, 2024
